Calvados brand Avallen has added Canadian bartender Kaitlin Wilkes Back and brand builder Julian Kirk to its team.
The new hires will work to drive the brand towards its mission to ‘support the on-trade’ and get Avallen listed on the cocktail menus of every bar.
Wilkes Back began her journey in the on-trade as a cocktail waitress in 2012. She has worked in hotels including The Savoy and The Berkeley, and has also spent time as a global advocacy brand manager for Silent Pool gin.
Avallen co-founder Stephanie Jordan said: “I have seen Kait thrive over the years in her various roles from bartender to advocacy manager passing via global cocktail competitions and am delighted to have her finally join the Avallen team.
“Her passion for the drinks industry, its products and people combined with her drive to bring about meaningful change is a recipe for success and we know she will be a huge asset in driving sustainable growth for our planet-positive Calvados Avallen.”
Wilkes Back’s ‘passion for storytelling, sustainability and supporting other women’ within the drinks industry are matched by the brand’s ambition to ‘build growth in the challenging on-trade drinks market’, according to Avallen.
Wilkes Back commented: “I am beyond thrilled to join Avallen’s mission to build the world’s most planet-positive spirits brand. I have been a huge advocate of the brand since day one, not only because it is sustainable by design, and I love the delicious liquid, but it is a female co-founded brand, one cemented in purpose-driven ethics.
“I am confident my skillset in hospitality, beverage design and advocacy will be of true value to Avallen and I’m looking forward to supporting the founders via my consultancy business in growing our (climate positive) footprint up and down the UK and furthering that growth from a responsibilities space.”
Furthermore, Kirk has joined as a consultant with a specific aim to build the brand.
One year ago, in January 2022, the brand became B Corp-certified for its social and environmental credentials.
In August 2022, Avallen published its second report on the company’s annual environmental impact.
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Author: Alice Brooker