Spirit Cartel announces new face of cult bourbon brand

By Jo Gilbert

Published: 26 April, 2016

After two months of searching, Spirit Cartel has crowned a "bourbon don" to become the face of cult bourbon brand Four Roses in the UK.

Whiskey aficionado Benji Purslow has taken the crown after impressing the judges in a battle at The Blues Kitchen in Shoreditch, London.

Four competitors were put through their paces to exhibit their passion and knowledge of the drink.

Judging the contest was JJ Goodman, founder of the legendary London Cocktail Club, Charles Marshall, Spirit Cartel Consiglieri and David Hood, newly appointed Capo di Capo at Spirit Cartel.

Charles Marshall, the consiglierie of the Spirits Cartel, said of the competition: "The quality of the finalists made it a very difficult decision for the judges to choose the ultimate winner. Benji stood out from the competition with his captivating persona as well as in-depth knowledge, ability to communicate and enthusiasm for all things bourbon."

Purslow has been a London-based mixologist since 2007 and has travelled the world to compete in bartender competitions with bourbon being his drink of choice.

His background in cocktail creativity, bar training, consulting, presenting and bar management has culminated in him part owning celebrated bar Victory Mansion in Stoke Newington.

Benji Purslow Benji Purslow

In his new role he will host consumer and trade events across the country as Four Roses strives to become the go-to bourbon in UK bars.

Commenting on his new position, he said: "Four Roses bourbon is a brand steeped in heritage and craftsmanship and I'm absolutely delighted to have won the chance to play a key part in the brand's exciting bourbon journey in the UK."

Marshall added: "We at Spirit Cartel see ourselves as the smiling assassins of the spirits world and are confident that Benji will have as much fun engaging the trade with Four Roses and its iconic story as we do."

As well as receiving a contract to work with Spirit Cartel and Four Roses, Purslow will also embark on a trip to the Four Roses Distillery in Kentucky, USA, later this year.

Spirit Cartel, based in London, represents premium spirits including Four Roses Kentucky bourbon, Don Q Rum, Monkey 47 Schwartzwald gin, Clase Azul Tequila, Ron de Jeremy, Babicka Wormwood vodka, Kappa Pisco, San Cosme Mezcal, Opal Nera Liquore d'Italia, Mancino Vermouth, Roots Greek liqueurs, Ron Millonario and Rum Nations rum.

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