Pernod Ricard UK brand ambassadors move to a new Beat

beat pernod ricard uk

Pernod Ricard UK has pulled together the expertise of its team of brand ambassadors to create a new industry resource under the name of Beat.

Based on the acronym of “brand education ambassador team”, it will bring together brand education activities being run for the trade and consumers.

It has been spearheaded by Matt Pomeroy, brand education and ambassador manager at Pernod Ricard UK, who is part of the team with five other ambassadors: Chivas Regal’s Phil Huckle, Mumm & Perrier-Jouët’s Jonathan Sims, Olmeca and Martell’s Matthias Lataille, Havana Club’s Meimi Sanchez and Absolut’s Ricardo Dynan.

Beat is due to debut on April 28 in Edinburgh with the first of seven full-day bartender “academy” events in cities around the UK, covering topics such as cocktail trends and putting together a cocktail menu.

It will be followed by more bartender events in Manchester, Brighton, Liverpool, Bristol, Leeds and London until October.

While retaining the individual personalities of each brand and ambassador, Beat provides a new structure to ensure consistency in the education being delivered.

It is supported by a Beat app for iPad, providing education resources split into modules, such as production, heritage, tasting and cocktails, which can be built up into tailored presentations.

For use with projectors, screens and sound systems, these are not just for brand ambassadors but also Pernod Ricard UK’s sales force, third-party trainers and bartender trainers.

Beat is also supported by a new website at as well as a password-protected site updated by the team for sharing their activities with the wider “Beat Society” at

Matt said that Beat was devised to raise the profile of the work of the brand ambassadors in the bar and drinks industry as well as internally at Pernod Ricard UK.

He explained: “We wanted to create an inspirational identity and a ‘go to’ team for trade education and advocacy in the market. It will deliver consistent education but with energy and fun.”

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