Quintessential Brands has launched Fifth Essence by QB, a sales advocacy programme, led by a brand ambassador team to reintroduce its prestige selection to the on-trade, across London and the north west of England.
Nick Thomas, Angelo Sparvoli, Ben Reed, Tye Biswas and Julian de Feral make up the Fifth Essence team.
Jonathan Marsh, managing director of UK & Europe at QB, said: “As part of our UK strategy, we want to build our brands in key areas of the on-trade and support our customers in the hospitality sector. To do this, we’ve brought Ben Reed and his team of experienced sales advocacy ambassadors to help us on this growth journey.
“Fifth Essence’s primary role will be reintroducing the QB prestige brand portfolio to the on-trade, supporting the sales team and obtaining listings, as well as identifying other commercial opportunities.”
The team's initial focus will be Ophir Gin, Dead Rabbit Whiskey and the recently refined Bloom Gin, from a portfolio that also includes Thomas Dakin Gin, plus Liberties and Dubliner Irish whiskeys. The team will also be introducing QB’s luxury vodka brand, Jo Vodka – a partnership with QB’s master distiller Joanne Moore and Jo Malone.