US firm Brown-Forman has appointed William Brooks to the role of global brand ambassador for Herradura Tequila.
English-born Brooks has worked with Brown-Forman brands including Herradura, El Jimador Tequila, Jack Daniel’s whiskey and Woodford Reserve Bourbon.
He led Tequila education for Brown-Forman in Texas, where he managed industry events and cocktail programmes for accounts across the state.
“I am delighted to bring my passion for agave and love of cocktails to one of the most extraordinary Tequila brands in the world,” said Brooks, who has family ties to Mexico and the US. “Having called Mexico a second home for many years, I can’t wait to continue telling the amazing story of Herradura from Amatitán to everyone.”
In this role, Brooks will share the story behind the brand’s horseshoe logo and its history in the Tequila industry for more than 150 years.
He will also oversee development programmes and events in the on-trade and reintroduce Herradura to established Tequila drinkers and to those who are new to the category.
Brooks is a graduate of Johnson & Wales University in Rhode Island, US.
Brown-Forman reported “slower than anticipated” sales for the first half of its 2024 fiscal year, dragged down by whiskey and Tequila declines.
The group’s Tequila portfolio dipped by 1%, with Herradura falling by 9% organically due to lower volumes in the US.
Stablemate El Jimador was the biggest-selling 100% agave Tequila brand in the UK in 2022.
That same year, Brown-Forman revealed plans to invest US$200 million to expand its Herradura distillery.
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Author: Nicola Carruthers