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Bulleit taps Tivey for north of England brand ambassador role

Published:  19 January, 2016

Bulleit Bourbon and Rye has appointed award-winning bartender, Joe Tivey as its first brand ambassador for the north of England.

Tivey's role will focus on the on-trade in major cities including Manchester, Leeds and Liverpool.

He will work with bartenders to build awareness of the brand and increase its profile behind the bar.

Tivey made his name with the cocktail menu at the Michelin-starred Alimentum restaurant in Cambridge, where his innovative creations were carefully paired with the menu.

He has also worked with a range of leading bars, offering training sessions on best practice.

Bulleit is part of Diageo's Reserve portfolio, and Tivey has been mentoring entrants in the the drinks giant's World Class cocktail competition alongside his fellow Diageo Reserve brand ambassadors.

Tivey said: "I'm very excited to be a brand ambassador for Bulleit. Both Bourbon and Rye variants are fantastically versatile, and seeing real prosperity within the booming American whiskey category.

"There is also a fascinating story behind the brand which I've always been passionate about.

"In my new role, I'm eager to share this story and build awareness of the brand's heritage, aiding bartenders to communicate these excellent values to their customers."

The American whiskey market in the UK is worth upwards of £190 million and grew some 19% in the year to March 31, 2015 according to data from Nielsen.

The category over-indexes among younger drinkers, with 17% of value sales coming from 18-to-34 year olds, compared to 8% of spend in other drinks categories.