Tag Archives: spirits

Does a Rum Brand Ambassador Have the Best Job in the World?

RonAbueloBrandAmbassadorMixingupDaquiri

Cristóbal Srokowski mixing a maracuya daiquiri in Panama City.

Today in the Village Voice, I explore the rise of Panamanian rum. In tandem, I interviewed the brand ambassador of Ron Abuelo, Cristóbal Srokowski, whom I met over a couple of ginger and passion fruit daiquiris in burgeoning Panama City.

Brand ambassadors, whether for spirits or wine, lead seemingly glamorous lives. They mingle with celebrities, host events, give seminars on booze, and regularly travel the world meeting new people. It would seem life is a full-time, professional party for these lucky individuals.

Cristóbal Srokowski hails from Spain where he was “discovered” by the Ron Abuelo team while bartending in Barcelona. He now serves as the brand’s global ambassador. Does he think he has the best job in the world? His answer: most of the time.

How did you get the gig with Ron Abuelo?

Four years ago, I found Ron Abuelo in one of the biggest beverage fairs in Barcelona. After tasting it, I immediately acquired it for my venue, Harry’s Bar Barcelona. A few days later, a Latin American gentleman appeared in the bar asking to drink rum. I offered him a “new” one that I just discovered: Ron Abuelo from Panama. After mixing him a few daiquiris with Ron Abuelo 7 and passion fruit, the guy asked if I would like to collaborate with Varela Hermanos (parent company of Ron Abuelo) as the bartender for some events. It turns out, he was Alexis Guerrero, European area manager of Ron Abuelo! Next, I met the Abuelo export director who decided to give me a chance as the brand ambassador. One month after signing the contract, I was traveling for my first time to China!

Is serving as a brand ambassador the best job in the world?

Being a brand ambassador is amazing, I cannot complain but…everything has a price in life. Traveling all the time and changing your home country every six months, gets tiring. It is not an easy job; you have to be the “Mr. Happy” and “Mr. Perfect” all the time. Remember: you’re the face of the brand so you cannot afford mistakes. But if you’re open-minded and hungry for adventure and love meeting new people, being a brand ambassador is a dream job.

What are your responsibilities?

For me, there are generally five components to ambassadorship:

  • Public relations and marketing, social media developing, brand building ideas, and brand development;
  • Sales;
  • Mixology: Developing drink recipes and rum applications in gastronomy;
  • Events creation and organization; and
  • Education: preparing masterclasses for consumers, sales teams, bartenders, and wholesalers.

On top of this, I must always have a good attitude and put forth a positive image, be willing to meet different people, listen to everyone, and be able to adapt to any kind of situation.

What are the drawbacks to the job?

Being far from my beloved Barcelona and my friends, and of course changing time zones and countries four times every month.

What do you like about Ron Abuelo?

This question can be answered in one word or thousands! In short, I would say that the most important part of my product and my company is that we are a family business. My boss, Luis J. Varela, has a certain charisma; he absorbs you and makes you feel part of the family. He falls between a scientist and a magician in the way he assesses the rum blends. And the rum itself has a unique profile and taste. All of the expressions have their own character and beautiful notes!

 

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Clearly ambassadorship has its perks and pitfalls, and it’s probably not the career choice for someone who is married or has children. To read more about the rums and story of Ron Abuelo, visit the Village Voice.

Below, Srokowski shares two of his favorite Ron Abuelo recipes, including the cocktail that earned him the job.

San Isidro (long drink)

1 ½ oz Abuelo 7

1 oz passion fruit liquer (Giffard brand, if available)

¾ oz lime juice

Directions: Add all ingredients to cocktail shaker, shake. Top with Fever Tree ginger beer. Garnish with mint sprig and fresh ginger.

Francis Drake

2 oz Ron Abuelo 7 years

1 oz Passion fruit juice

4/5 oz Cinnamon syrup (Giffard brand, if available)

Dash of curry powder

Directions: Add all ingredients to cocktail shaker, shake. Pour into martini glass and garnish with half a passion fruit of strawberry.

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Alquimie: The Most Ravishing Drinks Magazine in the World?

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It looks like my days of hoarding handsome magazines have returned.

Wrapped in plain brown paper, my first copy of Alquimie arrived from an unfamiliar overseas address. Pulling it from the packaging with the excitement of an unexpected gift, I thumbed through the weighty edition’s pages, and instantly felt a potent nostalgia for the days of print. Is Alquimie the most ravishing drinks magazine to publish in the last decade?

While adopting a model of print media and shipping the cumbersome result around the world from its founders’ base in Australia sounds like a great way to turn any size pile of money into a smaller one (like owning a vineyard!), the team behind it hopes a readership yearning for beautifully written content and presentation, will support the effort.

Alquimie’s motto “breathing new life into drinks” certainly pertains to the physical attributes of the magazine, although it’s more reminiscent of a journal with its quarterly publishing schedule, matte cover, and heavy paper stock.  Each page shows careful, artistic intention both in layout and gorgeous photography. This tactile approach, meant to lure a base of practical romantics who long to hand write notes with the smooth comfort of a Mont Blanc fountain pen between the fingers, but succumb to email for the majority of their correspondence, will charm them (me) as intended. To address that important practical side, however, they’ve developed a sleek website.

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Fortunately, the authors, sourced from the founding team and journalists around the world, write articles as compelling to read as they look on paper.

The current edition (its third) tackles a diverse landscape of topics ranging from coffee, Armagnac, whisky, and little-known Swiss grape varieties. Food, integral to the experience of drink, also receives treatment: this quarter, author Tony Tan explores the sub-regional cuisines of China. In a section devoted to tasting and reporting on spirits and wine called The Palate, they review boutique Champagne, consider the nuances of vodka (nuance being the operative word), and compare notes on several value wine recommendations through the lens of professionals v. the lay taster.

Supplementing their subscription fees, Alquimie offers an interesting addition to the traditional media model: they sell wine. Josh Elias, the Editor in Chief, handles the selections, and although he says there isn’t a strict criterion on how he chooses the bottles, the people behind the projects share a similar narrative in that they are “small producers doing things a little bit differently.”  The wine subscription offer applies primarily to Australian residents unless foreigners have the wallet for astronomical, overseas freight charges.

So who is behind Alquimie? Four colleagues who consider themselves friends first, business partners second, according to Josh. The other three publishers and founders are James Morgan, Photographic Director; Nicholas Cary, Creative Director; and Raul Moreno Yague, Chief of Contributors.

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I emailed Josh a few questions to learn the impetus behind Alquimie’s creation, and to ask what they believe they add to the global beverage conversation. We also addressed favorite cocktails, up-and-coming producers in Victoria, Australia, and how Josh would like to be traveling in two places at once (Sicily and Piedmont).

What inspired the creation of Alquimie?

We wanted to produce a print publication that we could read ourselves. We couldn’t relate to the existing offerings. We wanted to produce something a little more democratic, less authoritarian with more of a focus on the narrative (the narrative of the story & the document). Drinks require context. Be it a dining table, or a time in history. The concept of ‘drinks in a vacuum’ never made sense to me.

What was your previous (or concurrent) profession?

I am a law graduate, who worked in a family business in the fabric industry and then spent nights working as a sommelier in fine dining. My grandfather quite rightly calls me a jack of all trades, master of none. Though, I’m studying the Master of Wine qualification at the moment, which hopefully means that one day I’ll prove him wrong. Alquimie occupies most of our time at present. Even when we are doing other tasks, working other jobs, it is on our minds.

How did you decide on the name?

It was about creation and narrative. We wanted something that hinted at a story and a science combined. We felt Alquimie — the original french derivation of Alchemy — ticked those boxes.

Did friends or family have doubts about taking the print channel, including global shipping?

For sure they were skeptical but I guess part of that comes from being protective. In terms of the evolution of print and the changing of that industry, we believe that the timelessness of our publication, our careful selection of tried and tested subject matter differentiates us from other, timelier magazines. We aim to be a reference piece. Our publication doesn’t mention current events or index the ‘hottest new releases’. Alquimie is not a guide or an index for instant answers, it is an opportunity to sit down and let your mind wander. I think our family and friends relaxed once they saw and felt the magazine. The quality of the finishes helps to create a universal acceptance of quality. Much of that is due to James’s photography and Nic’s design. They make my job, as a drinks writer, very easy.

What are you attempting to add to the world of drinks publishing? What did you think was missing?

I think it was missing accessibility and a sense of context. As an industry, drinks publishing is fairly good at communicating about the product, in isolation. However, wine media, as an example, are very much focused on the projection of their ‘objective truths’. To this end, the writing can be somewhat authoritarian and dictatorial. We wanted to step away from that style. It doesn’t benefit the consumer who may be trying to develop their own palate or embrace the beautiful variables to be found in drinks, of which there are many. Such is the problem with that phenomenal addiction known as ‘wine-scoring’. It doesn’t answer any of the ‘why’ questions. Rather, it encourages blind following. It also has the consequence of shortening the conversation with the consumer. It unduly simplifies the product to the point which, I believe, is somewhat disrespectful to the people who put all the effort into the growing, making and marketing of their product.

We prefer to talk about fewer products, giving each of them the respect that they deserve. These points are true for writing about coffee, water, spirits, etc. However, wine is a good example because I believe it to be the most experienced drink, in terms of communication. Our decision to write about all drinks, also helps to break down a few of the expected ‘norms’ associated with wine writing.

What’s your favorite type of wine? Cocktail? Nightcap?

In terms of wine, I’d say that I drink either of pinot noir or nebbiolo most often. However, I try to taste widely in order to keep my palate sharp. As for spirits, I’m a sucker for Armagnac; the heat, the warmth and the sweet, spicy flavors. An old bottle of Darroze doesn’t go astray. As for cocktails, an old fashioned or a negroni are the two that you’d most likely catch me drinking.

What’s new or unique to the drink world in Victoria, Australia that people should know about?

Patrick Sullivan, BobarLinnaea winesMelbourne Gin Company, Four Pillars Gin, and Madenii Vermouth. First and foremost, these are great people. Secondly, they create products with unique personality. They have curly edges and stark flavours. Most of all, they are delicious.

If you could be traveling anywhere right now, where would you be?

That’s hard. I’d say Sicily. Usually I’d say Piedmont because Barolo is my favourite wine region. However, there is such an amazing array of viticultural styles across the island. From the zesty whites and structured reds of Etna, through to the floral reds of Vittoria or the rich fortifieds of Marsala. The seafood and the pasta dishes are sensational and a welcome accompaniment to the wines. Not to mention the beach, the sun, and the architecture. Rock formations poking out from the sky blue water…. Getting carried away here….

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