Bartender Benji Ryde has been announced as the new brand ambassador for Patrón Tequila in the UK.
He joins Karine Tillard on the Patrón advocacy team in the UK and will work on educating and inspiring consumers and the trade about the tequila and its craft credentials.
Benji has a diverse hospitality background, most recently as general manager at Coconut Bar and Kitchen in Reading. He was previously general manager at Rynd Bar & Kitchen and Mix Cocktail Bar, also both in Reading.
Benji is familiar with the spirit after participating in a number of high-profile competitions including the Patrón Perfectionists competition, where he achieved a spot as one of the top 10 finalists and was asked to take his serve, From Dusk til Dawn, to the 2015 final. He was also one of the judges in the 2016 Patrón Perfectionists competition heat in his hometown.
Benji said: “I’m excited to be appointed to represent Patrón Tequila and join the team alongside ambassador Karine Tillard. Tequila is my go-to spirit and I love Patrón as it has such versatility and is so perfect for mixing with cocktails.
“Patrón cares about the same things bartenders do: sourcing of ingredients, sustainability and quality. It will also be a joy building visibility of a brand which has such integrity.”
Lee Applbaum, chief marketing officer of Patrón Spirits International, added: “At Patrón we are committed to advocacy and invest heavily in on-trade education. We have led the conversation in transforming perceptions of tequila amongst consumers and the trade.
“The tequila category’s growth is being led by cocktail consumption and Benji is well-placed to support this continued growth. Benji brings with him a wealth of knowledge that makes him an invaluable asset for continuing to educate and inspire consumers and trade on the virtues of artisanal hand-crafted tequila and how it can be enjoyed.”