Leading bartender becomes Chambord’s first ambassador

Frank McGivernFrank McGivern (pictured), who has headed leading bars in London, Edinburgh and Australia, has taken on the new role of brand ambassador for black raspberry liqueur Chambord.

He has joined the team at Bacardi Brown-Forman Brands to raise awareness of the luxury French liqueur. His work will include training sessions, master classes, consumer and trade tasting events, and partnering with bartenders on bespoke projects.

Frank was most recently head bartender at Dean Street Townhouse, part of Soho House Group, in Soho in London, which he joined after being head bartender in the founding team for Bounce, the cocktail and ping pong bar in Holborn in London.

Before that, he worked at bars in Australia including Bondi Hardware in Sydney, One One One in Byron Bay and Bistro 3 in Port Douglas. He started his career in Edinburgh, working first at The Raconteur and later as head bartender at Montpeliers.

He said: “Chambord is such a unique spirit, set apart by its unique production process and premium taste profile, which I am excited to highlight to the trade. I am confident I can bring my own bartending passion, knowledge and experience to the role in order to help reveal the brands full potential.”

As well as helping to drive growth for the brand and the category, Frank will educate the trade on the Chambord’s unique three-step production process as well as highlight the taste and quality credentials of the liqueur via an innovative range of luxurious new drinks serves.

Nidal Ramini, head of advocacy at Brown-Forman UK, said: “The role of brand ambassador has been created to help us tap into the current renaissance of liqueurs.

“Chambord is a complex spirit, which is extremely versatile, meaning its potential for use in both cocktail and culinary creations is vast.

“We are confident that Frank’s enthusiasm and expertise will enable him to build appreciation and advocacy amongst the trade, further establishing Chambord as a must-stock liqueur, and helping to drive both brand and sub-category growth.”

Currently witnessing strong growth of 25%, liqueurs are riding high off the recent consumer trend for premium brands and indulgent cocktail experiences.

Chambord has experienced unprecedented volume and value sales, growing ahead of the category at 71% and 97% respectively, according to figures from on-trade research specialist CGA Strategy.

According to legend, Chambord was inspired by a luxurious raspberry liqueur produced for King Louis XIV during his visit to Chateau Chambord in the 17th century.

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