Ewan Henderson, who has led multi-sensory taste experiences at Whisky Live South Africa, press events in Shanghai and Malt Masters Hong Kong, will represent the Crucial Drinks portfolio in over 40 markets worldwide.
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| Evan Henderson - New Global Brand Ambassador for Crucial Drinks |
Ewan will initially be tasked in raising the profile of The Lost Distillery Company, as well as other luxury spirit brands included in Crucial’s award-winning portfolio, such as Six Saints Rum from Grenada and West Indies Rum & Cane Merchants single barrel and regional rums.
Commenting on the news, Ewan Henderson said: “It’s a great privilege to be rediscovering and sharing the long lost whiskies of Scotland around the globe. Whisky continues to grow in popularity, its rich heritage and provenance adds to its international appeal.”
He went on to say: “The Lost Distillery Company offers a fascinating portal into Scotland’s pioneering whisky heritage with outstanding Whisky that’s gathering huge traction overseas. I’m very much looking forward to working alongside the archivists and tasting panel to bring the stories of famed distilleries and their people back to life, offering handcrafted Scotch whiskies from the past with a contemporary twist.”
The Lost Distillery Company hand crafts whiskies styled on long closed distilleries. Half of Scotland’s distilleries have closed over the last century with renowned brands silenced through the impact of wars, prohibition and economic woes. The brands include modern day interpretations from legendary lost distilleries such as Auchnagie, Towiemore, Stratheden, Jericho, Gerston and Lossit.
Posted by Steve Rush