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Bibendum signals spirits intent
Bibendum has signalled its intention to maintain its increased focus on spirits with the appointment of Paul McFadyen to the newly-created role of spirits brands manager.
The former IPBartenders owner will be tasked with building awareness and sales of Bibendum’s agency spirits, with a particular focus this year on urging retailers to offer digestif-style spirits as an integral part of their drinks range.
McFadyen joined the bartender training company IPBartenders as commercial director in 2003, working alongside some of the biggest names in the industry including Angus Winchester, Alex Turner, Alex Kammerling and Ben Reed. He co-bought the company in 2006 and played an active role in the company until earlier this year.
During his time at IPBartenders, McFadyen worked with nearly every major spirit brand in the UK and developed cocktail recipes, training programmes and sales strategies for customers including Marriott, Mitchells & Butlers, Vinopolis and Mahiki as well as a host of independent pubs and bars.
An acknowledged rum expert and judge at the Miami Rum Festival, McFadyen approached Bibendum earlier this year as he saw an opportunity to develop the profile and sales of brands such as Los Valientes and Plantation rums, El Tesoro Tequila and Pierre Ferrand Cognac.
He will have an active sales and training role in the on-trade while taking on responsibility for the development of all Bibendum agency spirits brands in the UK market.
"Paul’s appointment is a real coup for Bibendum,” said communications manager Gareth Groves. “His experience in the bar trade is second to none and he is very excited about working with our spirits brands.
“This is a newly created role and is part of our increasing focus on spirits at Bibendum.
“Our spirits team started in 2007 when our spirits manager, Nick Rodgers joined us.
“Over the last three years, the team has grown from being just Nick to now being seven strong.”
Bibendum is now the agency for a number of boutique spirits brands: Pierre Ferrand Cognac, Landy Cognac, Audry Cognac, Samalens Armagnac, Larressingle Armagnac, Daron Calvados, Citadelle gin, Plantation rum, El Tesoro de Don Felipe Tequila, Ron Las Valientes Rum – and one beer agency, Coopers ales from Australia.
Alan Lodge, 04.08.2010