Nicci Stringfellow to promote Casa Herradura

Tequila expert Nicci Stringfellow has been appointed by Brown-Forman as the first brand ambassador for Casa Herradura, the premium 100% agave tequila distributed by spirits specialist Mangrove.

Stringfellow will work with the Mangrove team to implement a number of activities, including developing bespoke training programmes and building brand awareness within the trade.

Her first task is to develop the Casa Herradura lighthouse programme targeting key bars, restaurants and hotels with a strong Casa Herradura brand loyalty and understanding across the UK.  The programme will include a brand immersion trip to Casa Herradura in Mexico to experience the Tequila way of life.

Having worked extensively within the bar industry for seven years Stringfellow is renowned for her knowledge and passion of 100% agave tequila. She first began bartending at ‘Player’ in London’s Soho, where she worked under the tutelage of industry legend Dale Degroff. After honing her skills with the Match Group, including a stint at Milk & Honey, Stringfellow went on to work at some of the best bars in Tokyo and Mumbai.

Commenting on the appointment, Nidal Ramini, head of advocacy at Brown Forman said: "I'm so happy that Nicci has joined the ever expanding BF Advocacy team. With her passion and knowledge for the category combined with the Mangrove team's expertise, I feel that this year will be an outstanding one for our Casa Herradura brands."

15 June 2014 - Felicity Murray The Drinks Report, editor