Belsazar Vermouth, Diageo Reserve’s most recent acquisition and first vermouth, has a new brand ambassador in the shape of Adam McGurk.
Originally a Sussex boy, McGurk cut his bartending teeth in Nottingham, before going on to work in high profile bars such as Milk & Honey, City Social, and Hawksmoor. Continuing Diageo’s recent preference for ambassadors with Antipodean experience, McGurk also did a year-long stint in Sydney, running Bulletin Place.
Belsazar Vermouth was originally created by German duo Maximillian Wagner and Sebastian Brack, and was subsequently acquired by Diageo in 2018, becoming the first vermouth to join the Reserve portfolio.
McGurk says of his new gig: “I’m delighted to be joining the Diageo Reserve team as Brand Ambassador for Belsazar Vermouth. Vermouth is enjoying a real resurgence in popularity at the moment, boosted by the demand for low ABV and spritz-style drinks.
“Not only is it an exciting time for the category, it’s also a very exciting time for the brand. The versatility and distinctive character of Belsazar means it works in a wide variety of serves. I’m looking forward to getting out into the on-trade and educating bartenders on this quality liquid, telling the story of its fantastic German roots and fortifying its position in the category as a drink to be enjoyed in the bar or at home.”
You can follow Adam McGurk’s ambassadorial adventures on Instagram: @belsazar_uk