Pernod Ricard is stepping up activity for classic Czech liqueur Becherovka Original in the UK after appointing leading bartender Roman Foltan as brand ambassador.
Roman, who is from the Czech Republic, aims to inspire and engage with UK bartenders and consumers over the brand, including ideas for cocktails.
He is a key member of the team at Artesian bar at London’s Langham hotel, which last week took the number-one spot in the World’s 50 Best Bars listing for the third year in a row.
Adam Boita, head of marketing at Pernod Ricard UK, said: “Roman Foltan is the perfect choice. Becherovka Original and Roman share the same passion. His profile, charisma and an outstanding reputation are an ideal fit for us and we look forward to introducing him to our customers and working with him on some innovative serve solutions.
“Roman is best known for his achievements from behind the bar and his passion for bohemian bar life. In 2015 Forbes magazine recognised Roman as one of the 30 most talented people under 30 years old.”
He will help to highlight how Becherovka Original can be used in cocktails to create a “multi-sensory journey that incorporates everything from taste, scent and feel down to the type of glass”.
Roman said: “I’m proud that, as a brand ambassador, I’m now a part of the Becherovka Original family. If I ever was to be a part of the ambassadors world, it would have to be a brand with strong history. The year 1807 carried by the bottle of Becherovka speaks for itself.
“There is no better representative of my homeland than Becherovka liqueur. You can’t leave the Czech Republic without tasting Becherovka Original!”
Founded in what was formerly called Bohemia in 1807, Becherovka is a bitter herbal liqueur that is a leading brand in eastern Europe. It is produced in Karlovy Vary in the Czech Republic by the Jan Becher company which has been part of Pernod Ricard since 1997.