Spirit Cartel Introduces The True Spirit Of London

C.O.L.D London DrySpirit Cartel, home to the dauntless spirit specialists, adds quintessentially British, City of London Distillery Gins to its portfolio of fine liquors. The renowned small-batch micro-distillery opened in 2012 inside entrepreneur Jonathan Clark’s cocktail bar, and was the first working distillery to open in the heart of the City of London for 200 years.

Making life a whole lot more interesting for gin lovers and connoisseurs alike, the distillery produces a range of five small batch premium gins: London Dry Gin at 41.3% ABV, Christopher Wren Gin created by former Tanqueray distiller Tom Nichols at 45.3% ABV, Old Tom Gin at 43.3% ABV, Sloe Gin at 28% ABV and the limited Square Mile Gin at a sublime 47.3% ABV.

Using artisan techniques and the finest botanicals, City of London Gins are distilled using the traditional ‘one shot’ method. The finished product: uniquely smooth liquid, refreshing complex flavours and double gold award winning gins that add a unique distinction to any drink.

The exquisite packaging design references the distillery’s location in the shadow of St Paul’s Cathedral and demonstrates the brand’s pride in their City of London location, making the bottle equal in class to the liquid inside. This striking bottle is also a stunning addition to any back bar.

Jonathan Clark, Founder of City of London Distillery, says: “Knowing Spirit Cartel’s history with their other brands, I was still a little dazed even whilst the celebratory-deal-sealed G&Ts were being sipped. The distillery and our gins are a great success in the UK and we look forward to this continuing with the help of our new family”.

Charles Marshall, Spirit Cartel Consiglieri, says: “The addition of City of London Distillery will further strengthen our presence in the gin market and complement our portfolio of premium brands that include Don Q rum and Four Roses bourbon. They’re a perfect fit for the Cartel with their attention to detail, as well as the slight off-the-wall essence to the things they do. We’re pretty thrilled to have them on board and look forward to telling their story and working with Jonathan and the team at C.O.L.D., as well as getting Tom (Nichol) into the trade.”

City of London Distillery gins have an RRP ranging from £35 – £45 and are available in the on-trade, through most of the wholesalers, and in the off-trade in Harrods and other premium purveyors of fine spirits.

Spirit Cartel Adds Another Treasure To Its Portfolio

Spirit Cartel, purveyors of fine liqueur, introduces the sublimely delectable Pyrat XO Reserve Rum to its portfolio of premium spirits. The culmination of discovery, experimentation and refinement, Pyrat XO Reserve Rum (40% ABV) is already a cult favourite with bartenders and is available to buy from The Cartel to the on trade and luxury off trade now.

With a complex yet mellow blend of fine Caribbean rums and rums aged up to 15 years from the solera system, this luscious liquid sits in a class of its own. Pyrat XO Reserve Rum combines enticing warm notes of vanilla, caramel and toffee with candied fruit, sarsaparilla, a touch of ginger and cinnamon to complete the symphony of flavours and deliver an ultra-smooth experience.

Once this seductive blend is achieved, the rum is captured in individually numbered, handcrafted decanters which are adorned with the image of Hoti*, patron saint and protector of bartenders.

Matthias Knoll, Vice president for Europe, Middle East and Africa, says: “The Pyrat brand is a highly artisanal spirit, capturing the true character and flavour of the Caribbean. With the help of Spirit Cartel we’re thrilled to grow this brand in the UK and introduce it to even more discerning spirits drinkers throughout the country.”

Charles Marshall, Spirit Cartel Consiglieri, says: “We are delighted to introduce ultra- premium Pyrat XO Reserve Rum into our portfolio of ground-breaking spirits. We take on brands with provenance and stories that challenge, shake up the market and inspire bartenders and we think this rum will do just that.”

Widely available through all good wholesalers and wine merchants, Pyrat XO Reserve Rum has an RRP of £39.99

For more information about the Spirit Cartel portfolio, please visit http://spiritcartel.com/

Gabriele Manfredi Plants His Roots In The UK

Gabriele Manfredi

Spirit Cartel welcomes renowned bartender and cocktail master Gabriele Manfredi into the growing fold as new UK Brand Ambassador for Greek spirit brand Roots.

Originating from Milan in Italy, Gabriele made waves in the drinks industry six years ago when he joined the bar team at the Artesian at The Langham, London. He has since demonstrated his talent behind the bar at the iconic Nightjar, leading to his current role as Head Bartender at sister bar Oriole.

As the face of one of the UK’s most traditional but innovative brands, Gabriele will use his extensive experience and boundless energy to assist in spreading the gospel according to Roots by driving trade and consumer engagement.

Commenting on his new position, Gabriele says: “It’s an absolute privilege to step into the shoes of UK brand ambassador for Roots. I’m looking forward to meeting and engaging with the trade as well as consumers to help them better understand the brand and cement Roots status as premium liqueurs in the UK. My parents met and fell in love in Greece many years ago so I believe it’s destiny that I have been offered this opportunity with such an exciting and original brand such as Roots.”

Nikolas Smyrlakis, Roots’ Brand Owner, adds: “Roots is a brand with plenty of potential for innovation so we want to familiarise the UK with the product and the process in which it is produced. The UK is a very important market for brand building with the trends scrutinised & reproduced throughout the world; Gabriele has the right passion and vision to help further establish Roots in the UK.

Charles Marshall, Spirit Cartel Consiglieri, says: “We’re delighted to welcome Gabriele to the Spirit Cartel gang. Gabriele has an impressive understanding of the on-trade, as well as a compelling enthusiasm and passion for the brand, which we believe will help communicate Roots unique character and drive its presence in the trade.

Gabriele joins us following the appointments of David Hood, Capo di Capi of the sales team Adam Peters-Ennis, Head of Multiples and Benji Purslow, our new Four Roses Brand Ambassador, which is a reflection on the exciting growth of the company.”

For more information about the Spirit Cartel portfolio, please visit http://spiritcartel.com/

Spirit Cartel Announces New Hitman For The Bourbon Turf War


For the past two months, the Spirit Cartel family, runners of fine liqueur, have been engrossed in the search for a bourbon don with the right balance of whisky parlance & cocktail shaking.

And they’ve found him; Benji Purslow has been named the face of cult bourbon brand Four Roses in the UK. The passionate whiskey aficionado impressed the judges in a hard-fought battle at the southern soul sanctuary, The Blues Kitchen in Shoreditch, London. Each of the four worthy competitors were put through their paces to exhibit their passion and knowledge to establish why they deserve to be initiated into the Four Roses and Spirit Cartel lineage.

Judging the contest was JJ Goodman, founder of the legendary London Cocktail Club, Charles Marshall, Spirit Cartel Consiglieri and David Hood, newly appointed Capo di Capo at Spirit Cartel.

Charles Marshall said of the competition: “The quality of the finalists made it a very difficult decision for the judges to choose the ultimate winner. Benji stood out from the competition with his captivating persona as well as in-depth knowledge, ability to communicate and enthusiasm for all things bourbon. Welcome to the Four Roses & Spirit Cartel family! As this shows, we like to do things differently at Spirit Cartel, and this has allowed us to see just how much talent there is in the UK bar community.”

Benji has worked in the London cocktail scene since 2007 and has travelled the world to compete in bartender competitions with bourbon being Benji’s choice of poison. His exceptional skills in cocktail creativity, bar training, consulting, presenting and bar management has culminated in him part owning celebrated bar Victory Mansion in Stoke Newington.

This role will see Benji host consumer and trade events across the country to take Four Roses to its rightful position at the go-to and must-drink bourbon in the finest bars in the UK.

Commenting on his new position, Benji Purslow says: “Four Roses bourbon is a brand steeped in heritage and craftsmanship and I’m absolutely delighted to have won the chance to play a key part in the brand’s exciting bourbon journey in the UK. Working together with the rest of the team at Spirit Cartel, it’s game-on to make Four Roses the most desirable bourbon in the UK and the quality of the spirit makes that job so much easier!”

Charles Marshall adds: “We love what we do at Spirit Cartel; we see ourselves as the smiling assassins of the spirits world and are confident that Benji will have as much fun engaging the trade with Four Roses and its iconic story as we do.”

As well as receiving a contract to work with the winning combination of Spirit Cartel and Four Roses, Benji has also been invited to take an unforgettable trip to the Four Roses Distillery in Kentucky, USA, later this year.


Four Roses needs you!

Spirit Cartel, the relentless hunter of the handcrafted and offbeat, is on a quest to find a UK Brand Ambassador for the iconic bourbon brand, Four Roses. The brand is seeking a whiskey whiz kid to be the heart and soul of Four Roses in the UK.

“This is a highly desirable career-defining opportunity that no bourbon enthusiast will want to miss”, says Spirit Cartel Consiglieri, Charles Marshall. “We want a grain guru who eats, sleeps and breathes Four Roses, one of the most exciting Bourbons in the UK today. Oh and they must be able to mix a mean drink and spin a yarn”.

The charismatic candidate will epitomise Four Roses’ style and elegance; prepared to challenge the preconceived norm – a leader not a follower. A sour mash sage with flair and a thorough understanding of the bar industry, excellent trade relationships and the ability to engage the drinks fraternity with Four Roses.

Only Four Roses handcrafts 10 distinct and extraordinary bourbon recipes, mingling them by hand to create a family of award-winning brands. Artistry such as this is how the brand survived Prohibition, The Great Depression, Two World Wars, and 40 years of exile from the US, to be named American Whisky Distiller of the Year in 2011, 2012, 2013, and 2015 by Whisky Magazine.

“The Brand Ambassador will be an integral part of our Four Roses campaign in 2016 and beyond, building momentum for a brand that is rich in heritage and provenance. It’s a fantastic chance to put in to play your spirits knowledge, marketing flair and business acumen on one of the spirit world’s truly great names.,” says Charles Marshall.

Eat, Drink, Sleep bourbon – What’s not to like?!
A contract to work with the winning combination of Spirit Cartel and Four Roses with a competitive salary.
An unforgettable trip to the Four Roses Distillery in Kentucky as a guest then to host all future UK trips.

Submit your CV and up to 300 words explaining why you would be suitable for the role, by the 14th March, to entries@fourroses.co.uk.
Five finalists will then be selected by Spirit Cartel and invited to final auditions in London on the 4th April. Candidates will present their case, take part in a Four Roses quiz and demonstrate their cocktail skills.
The appointment of the Four Roses UK Brand Ambassador will be announced on the 5th April and the successful candidate will be the face of the brand in the UK, effective immediately.

For terms and conditions visit http://www.spiritcartel.com