Edrington-Beam Suntory UK has announced the appointment of a new brand ambassador for The Macallan.
Aaron Masonde, who has more than 10 years' experience working in some of the world's top bars, will be responsible for leading drinks development and brand education in the on-trade.
His most recent role was as bar manager at Oblix in London, where he led the team to awards success including a spot in the top 10 best international bars at the Tales of the Cocktail awards.
Chris Anderson, head of Edrington brands at Edrington-Beam Suntory UK, said: "Whilst we are living in uncertain times, it's more important than ever that brands pull together to support the on-trade.
"We firmly believe that investing in and working with the very best people in the business is integral to achieving our long-term ambitions, and can't wait for Masonde to get stuck in."
Aaron will work alongside The Macallan prestige and experience manager David Sinclair, as well as the wider Edrington-Beam Suntory UK whisky specialist team, to support The Macallan's trade partners.
Of his new role, Aaron said: "I've always had a passion for spirits, especially Scotch. I'm always on the search for new expressions to try and can't believe that I'm lucky enough to work in an area that I'm genuinely passionate about.
"This year has been tremendously difficult for the on-trade and I hope that together we can work to navigate this weird world we find ourselves living in and continue to innovate, whilst at the same time supporting our customers."
Aaron Masonde, who has more than 10 years' experience working in some of the world's top bars, will be responsible for leading drinks development and brand education in the on-trade.
His most recent role was as bar manager at Oblix in London, where he led the team to awards success including a spot in the top 10 best international bars at the Tales of the Cocktail awards.
Chris Anderson, head of Edrington brands at Edrington-Beam Suntory UK, said: "Whilst we are living in uncertain times, it's more important than ever that brands pull together to support the on-trade.
"We firmly believe that investing in and working with the very best people in the business is integral to achieving our long-term ambitions, and can't wait for Masonde to get stuck in."
Aaron will work alongside The Macallan prestige and experience manager David Sinclair, as well as the wider Edrington-Beam Suntory UK whisky specialist team, to support The Macallan's trade partners.
Of his new role, Aaron said: "I've always had a passion for spirits, especially Scotch. I'm always on the search for new expressions to try and can't believe that I'm lucky enough to work in an area that I'm genuinely passionate about.
"This year has been tremendously difficult for the on-trade and I hope that together we can work to navigate this weird world we find ourselves living in and continue to innovate, whilst at the same time supporting our customers."
