Alcoholic drinks importer and supplier Spirit Cartel has named bartender Gabriele Manfredi their UK brand ambassador for Greek spirit brand Finest Roots Spirits.
Finest Roots Spirits distils traditional Greek liqueurs made from natural ingredients and herbs indigenous to Greece and the Mediterranean, and are produced from the oldest distillery in Greece.
Manfredi, who is originally from Milan, joined the bar team at the Langham hotel's Artesian in London six years ago, and has since been behind the bar at the Nightjar, leading to his current role as head bartender at sister bar Oriole. He will use his experience to assist in driving the brand's trade and consumer engagement.
He said: "It's an absolute privilege to step into the shoes of UK brand ambassador for Roots. 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."
Nikolas Smyrlakis, co-founder of Finest Roots Spirits, added: "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 consiglieri, said: "We're delighted to welcome Gabriele to the Spirit Cartel gang. 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."
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