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Lucas Bols appoints Mann as brand ambassador

Lucas Bols has announced Michael Mann as its UK brand ambassador. Formerly of City of London Distillery, Mann will be based in London and look after premium spirit Bols Genever and the iconic Italian liqueur range, Galliano.

Lucas Bols, alongside Maxxium UK embarked on a multi-faceted process, putting participants through their paces to find the next Bols ambassador. The entry phase challenged prospective candidates to develop two original cocktails and also describe Genever in less than 20 words. Six entrants were then selected to take part in an interactive day at Oriole bar where they demonstrated their talent, skill, creativity and ability to teach in front of a panel of judges.

He was then taken forward for a formal interview with Maxxium UK brand marketing controller, Johna Penman and MIXXIT’s Amanda Humphrey, where he was offered the role as John Parsons’ successor, who had previously held the position for five years.

Penman says: “We are excited to welcome Michael to Maxxium UK and Lucas Bols. We are confident that as the Lucas Bols UK brand ambassador Michael will be successful in sharing the passion and creativity behind the Bols and Galliano ranges as we look forward to the year ahead. With his industry knowledge and spirits expertise, Michael is the ideal candidate to spread the inspiring stories of Genever and Galliano.”

Humphrey says: “Michael is a known and respected face in the London bar scene with experience hosting distillery tours, tastings and distilling sessions gained during his role as bar manager at City of London Distillery. He will be an excellent addition to the extended MIXXIT family and we look forward to working and training together.”

Mann says: “This is an incredible opportunity and I’m thrilled to be the UK Brand Ambassador for Lucas Bols. I am a true fan of Genever and Galliano and think they are exceptional liquids. Genever is a global icon—history in a bottle—and Galliano is an exciting aperitif with complex flavours. I look forward to inspiring and educating my peers and further exploring what makes these brands so special.”

12 December 2016 - Sam Coyne The Drinks Report, editorial assistant