Spirit Cartel welcomes renowned bartender and cocktail master Gabriele Manfredi into the growing fold as new UK Brand Ambassador for Greek spirit brand Roots.
Originating from Milan in Italy, Gabriele made waves in the drinks industry six years ago when he joined the bar team at the Artesian at The Langham, London. He has since demonstrated his talent behind the bar at the iconic Nightjar, leading to his current role as Head Bartender at sister bar Oriole (winner of ‘Best New International Cocktail Bar’ at Tales of the Cocktail).
As the face of one of the UK’s most traditional but innovative brands, Gabriele will use his extensive experience and boundless energy to assist in spreading the gospel according to Roots by driving trade and consumer engagement.
Commenting on his new position, Gabriele says: “It’s an absolute privilege to become the UK brand ambassador for Roots. I’m looking forward to meeting and engaging with the trade as well as consumers to help them better understand the brand and bolster Roots’ status as premium liqueurs in the UK. My parents met and fell in love in Greece many years ago so I believe it’s destiny that I have been offered this opportunity with such an exciting and original brand such as Roots.”
Nikolas Smyrlakis, Roots’ Brand Owner, adds: “Roots is a brand with plenty of potential for innovation so we want to familiarise the UK with the product and the process in which it is produced. The UK is a very important market for brand building with the trends scrutinised & reproduced throughout the world; Gabriele has the right passion and vision to help further establish Roots in the UK.”
Charles Marshall, Spirit Cartel Consiglieri, says: “We’re delighted to welcome Gabriele to the Spirit Cartel gang. Gabriele has an impressive understanding of the on-trade, as well as a compelling enthusiasm and passion for the brand, which we believe will help communicate Roots unique character and drive its presence in the trade.”
