UK brand ambassador sought for Bols Genever and Galliano

Bols Aged Genever

The search is under way for a full-time UK brand ambassador for Bols Genever and the Italian liqueur range, Galliano.

The chosen candidate will be offered a London-based, one-year contract to educate and inspire bartenders in bars across London, starting in October.

The recruitment is being run by Lucas Bols, the historic Dutch spirits and liqueurs producer, with its distributor, Maxxium UK.

Maxxium UK marketing controller Johna Penman said: “This is an exciting and rewarding opportunity for someone to become the face of the Genever and Galliano ranges.

“We are looking for a known and respected face within the London bar scene to join our team at Maxxium UK and nurture these treasured brands which are full of history and heritage.”

The newly appointed brand ambassador will visit the House of Bols in Amsterdam where they will receive a full induction under the tutelage of distiller Piet van Leijenhorst.

To apply, entrants must create two drinks, one using Bols Genever and one with any Galliano flavour, and send with their CV and a definition of Bols Genever in 20 words or fewer to

At a semi-final, a shortlist of six entrants will take part in an interactive day on September 27 and demonstrate their talent, skill, creativity and ability to teach in front of a panel of judges from Maxxium UK and Lucas Bols.

Three finalists will be interviewed on September 27 in London after which time the winning applicant will be announced.

All applicants must have the right to work permanently in the UK and satisfy Maxxium UK’s standard pre-employment checks.

Bols Genever was re-launched in 2008 using its original 1820s recipe while making the Dutch national drink relevant to modern consumers and bartending. Combining the versatility of a white spirit with the complex flavour profile of a brown spirit, the genever can be used to produce contemporary original drinks and true classic cocktails such as an original Collins as it was the spirit used by the great 19th-century cocktail innovators.

Its whisky-like malt tones also mean it can be drunk straight, on the rocks, paired with a beer or with cola – or slurped alongside a beer in the traditional kopstootje serve (pictured).

Galliano traces its roots back to 1896 when Arturo Vaccari first made the iconic liqueur in Tuscany. The liqueur was originally created to celebrate the exploits of an Italian army major but gained international fame in the 1970s as a key ingredient in the Harvey Wallbanger cocktail.

Galliano is made through a complex and unique process involving seven infusions and distillations from 30 herbs and spices such as Mediterranean anise, juniper, lavender, peppermint and vanilla.

Lucas Bols is the world’s oldest distilled spirits brand and one of the oldest Dutch companies still active, with a heritage dating back to 1575.

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