Ewan Henderson is Crucial’s global brand ambassador

25 July, 2016

Crucial Drinks, has announced whisky connoisseur, Ewan Henderson, as its newly created global brand ambassador.

It says Henderson will focus initially on raising the profile of The Lost Distillery Company, as well as other spirit brands included in Crucial’s portfolio, which includes Six Saints rum from Grenada and West Indies Rum & Cane Merchants’ single barrel and regional rums.

Described as a whisky food pairing expert and ambassador of Scottish food and drink overseas, Henderson is said to bring knowledge and experience to the Ayrshire-based company.

He has previously spent 15 years in the hospitality industry, with the last 10 years setting up a restaurant, delicatessen & events company. He will represent the Crucial Drinks portfolio in more than 40 markets worldwide.

Henderson said: “Whisky continues to grow in popularity, its rich heritage and provenance adds to its international appeal. The Lost Distillery Company offers a fascinating portal into Scotland’s pioneering whisky heritage with outstanding whisky that’s gathering huge traction overseas.”

Scott Watson, co-founder of Crucial Drinks and The Lost Distillery Company, said: “With his obvious passion for championing heritage and telling long forgotten stories, Ewan will be a real asset as we continue to grow our brand and launch in new international markets.

“Each resurrected brand is the subject of an in-depth research project to understand the original character of the long lost distillery and how that special whisky might taste today if still alive. As our brand custodian, Ewan will delve into the company archives and further bring to life the stories of Scotland’s lost whisky legends,” said Watson.

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