Beefeater appoints new global brand ambassador

17 May, 2017

Sumaiyah Connolly has been announced as the new global brand ambassador for Beefeater Gin.

Connolly has worked across Pernod Ricard’s portfolio with the bartending community in what she describes as a 'vibrant, competitive and fast-developing market'.

Connolly said: ‘‘Gin has always been one of my favourite spirits and it’s great to see its popularity continuing to grow. As a lover of the Beefeater brand I could not be more fortunate and excited to represent it around the world and share its essence with new and curious gin drinkers alongside a brilliant team.

“Having the opportunity to travel and showcase the brand to different cultures will be really rewarding, and I cannot wait to get started.

The Beefeater global brand ambassador role will require Connolly to bring the brand’s values to life, build strong relationships with customers and drive overall brand advocacy in key global markets.

While acting as a spokesperson for Beefeater, Connolly will also work in collaboration with brand managers to develop exciting off trade and on trade programmes.

Connolly previous role as bartender community manager at Pernod Ricard South Africa will aid the training element of her new position which will give Connolly an active role in mentoring members of the Chivas Brothers Graduate Programme.

Beefeater global brand director, Eric Sampers, said: ‘‘With the global gin market continuing to boom, it is more important than ever for gin brands to stand out against the competition.

“Sumaiyah has joined us at an exciting time and we look forward to having her on our team as we continue to grow Beefeater’s global presence.”

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