Lucas Bols appoints UK brand ambassador

By James Evison contact

- Last updated on GMT

New Lucas Bols UK ambassador: Michael Mann (left) and predecessor John Parsons
New Lucas Bols UK ambassador: Michael Mann (left) and predecessor John Parsons

Related tags: Brand management, Distillation, Brand

Premium and super-premium spirits firm Lucas Bols has announced its UK brand ambassador. 

Michael Mann, who formerly worked for City of London Distillery, has been appointed following what was described as an "intensive search' by distributor Maxxium UK and Lucas Bols.

The role will be based in London and has responsibility for premium spirit Bols Genever and Italian liqueur range, Galliano. Mann's position will also see him educate those in the trade on the brands, including their provenance and distilling history.

Process of recruitment

Lucas Bols and Maxxium UK's entry phase for the role included prospective candidates developing two original cocktails – and describing the Genever brand in fewer than 20 words.

Six applicants were then selected to take part in a day at Oriole bar in Smithfield Market, where they demonstrated teaching skills in front of a panel of judges.

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

Sharing the passion

Penman said: "We are confident Mann 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, he is the ideal candidate to spread the inspiring stories of Genever and Galliano.”

Humphrey said: “Mann 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.”

Incredible opportunity

Mann said: “This is an incredible opportunity and I’m thrilled. 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.”  

Mann will begin with a visit to the House of Bols in Amsterdam where he will receive an induction from distiller Piet van Leijenhorst before taking on his role. 

Related topics: Spirits & Cocktails

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