Benji Purslow has been named the face of cult bourbon brand Four Roses in the UK

For the past two months, the Spirit Cartel family, runners of fine liqueur, have been engrossed in the search for a bourbon don with the right balance of whisky parlance & cocktail shaking.

Benji Purslow

And they’ve found him; Benji Purslow has been named the face of cult bourbon brand Four Roses in the UK. The passionate whiskey aficionado impressed the judges in a hard-fought battle at the southern soul sanctuary, The Blues Kitchen in Shoreditch, London. Each of the four worthy competitors were put through their paces to exhibit their passion and knowledge to establish why they deserve to be initiated into the Four Roses and Spirit Cartel lineage.

Judging the contest was JJ Goodman, founder of the legendary London Cocktail Club, Charles Marshall, Spirit Cartel Consiglieri and David Hood, newly appointed Capo di Capo at Spirit Cartel.

The quality of the finalists made it a very difficult decision for the judges to choose the ultimate winner. Benji stood out from the competition with his captivating persona as well as in-depth knowledge, ability to communicate and enthusiasm for all things bourbon. Welcome to the Four Roses & Spirit Cartel family! As this shows, we like to do things differently at Spirit Cartel, and this has allowed us to see just how much talent there is in the UK bar community.

We love what we do at Spirit Cartel; we see ourselves as the smiling assassins of the spirits world and are confident that Benji will have as much fun engaging the trade with Four Roses and its iconic story as we do.
– Charles Marshall: Spirit Cartel Consiglieri

Benji has worked in the London cocktail scene since 2007 and has travelled the world to compete in bartender competitions with bourbon being Benji’s choice of poison. His exceptional skills in cocktail creativity, bar training, consulting, presenting and bar management has culminated in him part owning celebrated bar Victory Mansion in Stoke Newington.

This role will see Benji host consumer and trade events across the country to take Four Roses to its rightful position at the go-to and must-drink bourbon in the finest bars in the UK.

Four Roses bourbon is a brand steeped in heritage and craftsmanship and I’m absolutely delighted to have won the chance to play a key part in the brand’s exciting bourbon journey in the UK. Working together with the rest of the team at Spirit Cartel, it’s game-on to make Four Roses the most desirable bourbon in the UK and the quality of the spirit makes that job so much easier!
– Benji Purslow

As well as receiving a contract to work with the winning combination of Spirit Cartel and Four Roses, Benji has also been invited to take an unforgettable trip to the Four Roses Distillery in Kentucky, USA, later this year.

The five finalists are confirmed as …

Spirit Cartel, relentless hunter of the handcrafted and offbeat, has whittled down its search for the UK Four Roses Brand Ambassador to five talented finalists. The extensive nationwide search, a first for the brand, will see some of the country’s brightest bourbon buffs battle it out for the highly desirable title at the final on Monday 18th April at Blues Kitchen, Shoreditch.

The five finalists are confirmed as:
· Ernest Reid
· Ross Kerslake
· Alex Palumbo
· Andrew Lennie
· Benji Purslow

The talented shortlist will be asked to showcase their cocktail making ability, take part in a Four Roses quiz and present their CV to a panel of expert judges. Putting them through their paces will be a collection of esteemed industry experts including JJ Goodman, founder of the legendary London Cocktail Club, Charles Marshall, Spirit Cartel Consiglieri and David Hood, Spirit Cartel Sales Director. Each contestant will be tested on their whiskey and brand knowledge, as well as personality and performance.

Selecting our finalists has been an extremely difficult process and the calibre of entrants is astoundingly high, which is a credit to the talent in the UK drinks industry.

We are looking for a bourbon maverick – someone who displays passion, knowledge and an outgoing persona who epitomises Four Roses style and elegance. It’s going to be a difficult one to judge but we’re confident that we will pick the right person for the job, someone who will play an essential part in our brand campaign for the future
– Charles Marshall: Spirit Cartel Consiglieri

As well as receiving a contract to work with the winning combination of Spirit Cartel and Four Roses and a competitive salary, the new UK Brand Ambassador will also be invited to experience an unforgettable trip to the Four Roses Distillery in Kentucky, USA.

The winner will be announced on the 19th April and the successful candidate will immediately become the face of the brand in the UK.

Four Roses needs you!

Spirit Cartel, the relentless hunter of the handcrafted and offbeat, is on a quest to find a UK Brand Ambassador for the iconic bourbon brand, Four Roses. The brand is seeking a whiskey whiz kid to be the heart and soul of Four Roses in the UK.

Seeking a whiskey whiz kid to be the heart and soul of Four Roses in the UK

This is a highly desirable career-defining opportunity that no bourbon enthusiast will want to miss. We want a grain guru who eats, sleeps and breathes Four Roses, one of the most exciting Bourbons in the UK today. Oh and they must be able to mix a mean drink and spin a yarn!

The Brand Ambassador will be an integral part of our Four Roses campaign in 2016 and beyond, building momentum for a brand that is rich in heritage and provenance. It’s a fantastic chance to put in to play your spirits knowledge, marketing flair and business acumen on one of the spirit world’s truly great names.
– Charles Marshall: Spirit Cartel Consiglieri

WHO DO WE WANT?

The charismatic candidate will epitomise Four Roses’ style and elegance; prepared to challenge the preconceived norm – a leader not a follower. A sour mash sage with flair and a thorough understanding of the bar industry, excellent trade relationships and the ability to engage the drinks fraternity with Four Roses.

Only Four Roses handcrafts 10 distinct and extraordinary bourbon recipes, mingling them by hand to create a family of award-winning brands. Artistry such as this is how the brand survived Prohibition, The Great Depression, Two World Wars, and 40 years of exile from the US, to be named American Whisky Distiller of the Year in 2011, 2012, 2013, and 2015 by Whisky Magazine.

THE PRIZE

Eat, Drink, Sleep bourbon – What’s not to like?!
A contract to work with the winning combination of Spirit Cartel and Four Roses with a competitive salary.
An unforgettable trip to the Four Roses Distillery in Kentucky as a guest then to host all future UK trips.

THE COMPETITION

Submit your CV and up to 300 words explaining why you would be suitable for the role, by the 28th March, to entries@fourroses.co.uk.
Five finalists will then be selected by Spirit Cartel and invited to final auditions in London on the 18th April. Candidates will present their case, take part in a Four Roses quiz and demonstrate their cocktail skills.
The appointment of the Four Roses UK Brand Ambassador will be announced on the 5th April and the successful candidate will be the face of the brand in the UK, effective immediately.
For terms and conditions visit www.spiritcartel.com