Photo by Josh Linfitt
Gerry Calabrese’s Hoxton has appointed Lake Kane founder Georgi Radev as its new brand ambassador to help aid the growth of the East London brand in the UK and abroad.
Radev has spent more than two decades shaping UK cocktail culture through consultancy, education, events and his bars. He is also the author of Let's Get Tropical and one of the leading voices in tropical cocktail culture.
He will lead Hoxton’s advocacy, cocktail development, trade engagement, events and hospitality partnerships, alongside running the newly reincarnated Laki Kane.
The spirits range includes Hoxton Banana Rum, Hoxton Spiced Whisky, Hoxton London Spritz, Hoxton Tropical Gin, Hoxton Dry Gin and Hoxton Pink Gin.
Radev said: “Hoxton is a brand with genuine personality and a founder who understands that flavour and storytelling are inseparable. That philosophy runs through everything I do, from the cocktails I create behind the bar to the experiences we build through hospitality.
“I’m excited to help introduce the brand to more bartenders, venues and consumers in the UK initially, moving to the brands international markets, whilst creating experiences that genuinely connect people through flavour and positive energy.”
Calabrese added: “Georgi is exactly the kind of person who belongs within the Hoxton family. He has built something genuinely unique through Laki Kane and has become one of the defining figures within modern tropical cocktail culture.
“We share the same belief that drinks should feel exciting, flavour driven and rooted in hospitality and experience. Together we want to create moments, serves and partnerships that feel authentic to modern nightlife and bar culture.”