Brand Ambassadorship – the cornerstone of modern brand development - Ginposium 2015

A discussion amongst some of the best known people in the modern on-trade, who will bring examples from 20 years of launching and building to scale, Bombay Sapphire, Hendricks and G’vine (including the example of Jam Jar, funded through crowd sourcing and engaging with communities on line).

The panel will review how brand building is changing on and off line, and the key roles of ambassadors in holding the attention of the bar trade in the UK, Spain and the US. Panel includes (from left to right)

Dan Thwaites (owner Jam Jar gin)
Directly descended from Daniel Thwaites (the brewer), Dan tried to resist the lure of booze. He’s spent 20 years in digital and creative agencies, working nationally and internationally across brands and sectors. Co-founding a digital agency in 1996, he has been a shareholder in various agencies since then. As well as extensive work in the innovation and startup investment space, he is also CSO at Tug digital media agency. Rather than escape the clutches of booze, however, these have only brought him closer. Last year, Dan and his wife Faye launched a crowdfunded artisan gin – Yerburgh’s Jam Jar Gin. Email: hello@jamjargin.com facebook.com/jamjargin Website: jamjargin.com Telephone: +44 7712 760 584

Sam Surl (ex Alphabet bar and independent expert in Gin and the on trade)
Sam Surl is an experienced bar and restaurant operator, as well as a researcher, analyst and strategist. Sam has been providing important commercial insights about the on-trade for more than 15 years, offering support on brand capability, brand strategy and innovation. He works closely with a number of agencies including, Contagious, Path Worldwide and Strangehill, as well as working directly for major drinks clients. Over the last year, Sam has worked with premium gins, vodkas, rums and cognacs, as well as premium beers, a leading Champagne House and a long-established tea producer.

Jamie Walker (Trade Engagement Director EWG – Spirits & Wines/G’Vine)
Jamie Walker was one of the first mixologists to represent a luxury spirits brand in the UK, and has built a reputation as a successful and influential advocate for luxury spirits within the industry over the last two decades. Prior to EWG, Jamie was previously at Diageo, where he helped drive global brand programmes and commercial strategies for all priority markets.. Jamie was a Global Ambassador for Bombay Sapphire while at Bacardi Martini. He was the ‘face’ and authority of Bombay Sapphire, and advised on all other premium spirits across the Bacardi portfolio. Jamie Co-authored 2 cocktail books: ‘Sapphire and Ice’ and ‘The Design Mix’. EWG created G’Vine, Gin de France, is crafted from grape spirit – eau-de-vie – rather than grain spirit, in line with a tradition that dates back to 13th century France. The grape spirit is significantly smoother and rounder than grain spirit. Its heady body is the ideal canvas to fully express the complex delicacy of the ten botanicals it contains, especially the delicate vine flower. Telephone: +33 (0) 5 45 35 32 00 Website: www.g-vine.com

Duncan McRae (Global Ambassador for Hendrick’s Gin)
Duncan McRae is a Global Ambassador for Hendrick’s Gin and travels the world promoting the brand and educating about the category generally. Duncan’s twelve years of industry experience, first as a bartender before he joint Diageo’s Reserve Brands in 2008 as the UK Tanqueray Gins Ambassador. Based in London, Duncan also contributes as a regular cocktail / spirits columnist to Root & Bone magazine.