Bacadi Brown-Forman Brands has appointed Elsa Holmberg as the first-ever UK brand ambassador for Finnish vodka brand Finlandia.
The new role will see Elsa handle all bartender training for the brand in the UK on-trade, from training sessions and masterclasses to consumer and trade tasting events as well as partnering with bartenders on bespoke projects.
Elsa’s appointment is part of a wider investment in the vodka, which BBFB said aims to increase the brand’s market share in the on-trade. The activity includes the Finlandia Midnight Sun Sessions consumer events, which will take place in outdoor terraces across the UK, including The Blackbird in Edinburgh on August 2.
Nidal Ramini, head of advocacy at Brown Forman, said: “With Elsa on board and our new Midnight Sun Sessions now underway, we’re looking forward to appealing to new consumers with the Finlandia story and increasing brand affinity as a result.”