Benji Puslow is the new face of Four Roses

After a two month search, Spirit Cartel has named Benji Purslow as the face of cult bourbon brand Four Roses in the UK. The passionate whiskey aficionado impressed the judges in a hard-fought battle at the southern soul sanctuary, The Blues Kitchen in Shoreditch, London. Each of the four worthy competitors were put through their paces to exhibit their passion and knowledge to establish why they deserve to be initiated into the Four Roses and Spirit Cartel lineage.

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 says 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. Welcome to the Four Roses & Spirit Cartel family! As this shows, we like to do things differently at Spirit Cartel, and this has allowed us to see just how much talent there is in the UK bar community.”

Benji has worked in the London cocktail scene since 2007 and has travelled the world to compete in bartender competitions with bourbon being Benji’s choice of poison. His exceptional skills in cocktail creativity, bar training, consulting, presenting and bar management has culminated in him part owning celebrated bar Victory Mansion in Stoke Newington.

This role will see Benji host consumer and trade events across the country to take Four Roses to its rightful position at the go-to and must-drink bourbon in the finest bars in the UK.

Commenting on his new position, Benji Purslow says: “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. Working together with the rest of the team at Spirit Cartel, it’s game-on to make Four Roses the most desirable bourbon in the UK and the quality of the spirit makes that job so much easier!”

Charles Marshall adds: “We love what we do at Spirit Cartel; we 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 the winning combination of Spirit Cartel and Four Roses, Benji has also been invited to take an unforgettable trip to the Four Roses Distillery in Kentucky, USA, later this year.

6 May 2016 - Rebecca Sterritt Paragraph Publishing, content manager