New brand ambassador and product launch for Luxardo

Italian spirits producer Luxardo is looking to add to its UK range in the new year with the launch of Luxardo Bitter Bianco.

The launch will be fronted by Gareth Franklin, who has been promoted from a UK training role at distributor Cellar Trends to become a global ambassador for the brand.

The new addition to the range will be an ingredient in a signature Negroni Bianco cocktail when it appears in February.

Franklin has been responsible for training 5,000 trade members in his Cellar Trends role, resulting in increased on- and off-trade sales for the Luxardo range, especially the cherry portfolio of Luxardo Maraschino and the Sangue Morlacco liqueur.

Franklin said: “Every country has a different bar and drinking culture, so my approach will be individually tailored.

“I will be closely involved in creating the concepts, but above all, I thoroughly enjoy working on the activation and delivering training and events programmes from start to finish.”