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Beefeater makes Sir Ian ‘Beefy' Botham brand ambassador

11 June 2013 by
Beefeater makes Sir Ian ‘Beefy' Botham brand ambassador

Whitbread-owned restaurant brand Beefeater has hired former England cricketer Ian "Beefy" Botham to front the restaurant brand over the summer.

Sir Ian Botham has been made the restaurant chain's "Boss of Beef" and will act as an ambassador for the brand. He has already undertaken an induction into his new role by spending time learning how to grill a steak at the Whitbread Skills Academy, which is used to train Beefeater chefs.

He will now work closely with the team and be given an active role in the restaurants, at special events and on Beefeater's brand new Facebook and Twitter pages.

Sir Ian said: "As a food lover myself, coming on board with Beefeater couldn't be more fitting; we both love a good steak and a great celebration! I'm really excited to be working with the team and have loads of great activities lined up to ‘beef up' the summer."

Sarah Tinsley, head of marketing at Beefeater added: "We're thrilled to see Sir Ian Botham, or ‘Beefy' as he is affectionately known, take-up the role of our Boss of Beef for the summer. As Beefeater's new Boss of Beef, he will be involved in a lot of exciting activities; whether it's in the restaurant, through our brand new Facebook and Twitter pages or out and about at exciting events, we hope to knock our guests for six!"

Following its launch in 1974, Beefeater now stands at more than 140 restaurants across the UK.

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