Spirit Cartel steps up activity for Greek spirits range


roots spirits

Spirit Cartel has stepped up activity for the Roots range of Greek spirits, led by their new UK brand ambassador.

The four-strong range includes Herb Spirit – a mix of herbs and spices – and Tentura based on an historic recipe, with cinnamon, clove, nutmeg and citrus. It is completed by Rakomelo, a blend of raki and honey, and a classic Mastiha resin liqueur.

To support trade and consumer engagement, Spirit Cartel has brought in leading London bartender Gabriele Manfredi, drawing on his extensive experience of the on-trade. One of his first outings was presenting Roots at this month’s Imbibe Live show in London.

Originating from Italy, Gabriele joined Artesian bar at The Langham hotel in London six years ago and then moved to the Nightjar in Old Street. He is now head bartender at the Nightjar’s award-winning sister bar, Oriole, in London’s Smithfield.

Nikolas Smyrlakis, Roots’ brand owner, said: “Roots is a brand with plenty of potential for innovation so we want to familiarise the UK with the product and the process in which it is produced.

“The UK is a very important market for brand building with the trends scrutinised and reproduced throughout the world. Gabriele has the right passion and vision to help further establish Roots in the UK.

Charles Marshall, Spirit Cartel’s consiglieri, said: “Gabriele has an impressive understanding of the on-trade, as well as a compelling enthusiasm and passion for the brand, which we believe will help communicate Roots’ unique character and drive its presence in the trade.”

Gabriele (pictured below) added: “I’m looking forward to meeting and engaging with the trade as well as consumers to help them better understand the brand and cement Roots’ status as premium liqueurs in the UK.

“My parents met and fell in love in Greece many years ago so I believe it’s destiny that I have been offered this opportunity with such an exciting and original brand such as Roots.”

Gabriele’s new role follows the appointments of David Hood, “capo di capi” of Spirit Cartel’s sales team, and Adam Peters-Ennis, head of multiples. Bartender Benji Purslow has also taken up his new part-time role as Four Roses brand ambassador after winning a competition earlier this year.

Originating from a 160-year-old distillery, the Finest Roots spirits combine four generations of distilling with an original approach to liqueurs. Based in southern Greece, its distilleries maintain a long-established tradition of crafting exotic blends as well as redefining and shaping Greece’s most distinctive flavours.

Its drinks are made with only 100% natural extracts, without any flavour essences or artificial additives.

Gabriele Manfredi Roots

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