J&B Rare appoints experienced bartender as new brand ambassador

J&B Rare appoints experienced bartender as new brand ambassador

Blended Scotch whisky brand appoints brand ambassador as distributors look to raise profile

News | 19 Jan 2021

  • Share to:
J&B Rare has appointed a new brand ambassador –its first in several years – to promote its products to the on- and off-trade in the UK.

James York-Pryce has more than 20 years' experience in the drinks trade and has worked in some of the UK's top bars. He will be responsible for leading drinks development and brand education for J&B Rare in the on-trade in London, as well as helping to support on-trade venues amid continuing Covid-19 pandemic restrictions.

The blended Scotch whisky brand, which dates back to 1930s, is part of the Diageo portfolio and is distributed in the UK by wine merchant Justerini & Brooks. James will be J&B Rare's first brand ambassador for a number of years, reflecting the renewed focus that Justerini & Brooks want to put on the brand.

Commenting on his new role, James said: "I have always been a huge fan of J&B Rare; it has such an amazing history and the liquid is delicious, perfect for cocktail creation which is one of my passions. To be working for this iconic international brand is a great privilege."

He added: "J&B Rare has been an iconic blended whisky since Prohibition. It was also the go-to Highball serve for the Rat Pack in 1950s America. I am keen to re-engage drinkers with these classic serves and encourage them to try more whisky-based cocktails."
Magazine Archive

From the archive

Select an issue

Subscribe Now

Subscriptions for
Whisky Magazine are available
in print, digital or as a
complete package

The Benefits

8 print editions a year

Enjoy the convenience of home delivery

Full access to every digital edition via desktop, iOS or Android device

Latest Issue Subscribe Now

The Whisky Encyclopedia - Coming Soon 2024

Discover the world of whisky with our comprehensive encyclopedia
Featuring companies, distilleries, brands, glossaries, and cocktails

Join The Community

Sign up to the Whisky Magazine
newsletter letter and get access to the latest
in all things whisky

paragraph publishing ltd.   Copyright © 2024 all rights reserved.   Website by Acora One