While several countries have disposed all events with more than 5 to 100 persons, closed bars and restaurants limiting social contact, and have interrupted all international travels due to the Coronavirus, Amber Beverage Group (ABG) turns its Global Brand Ambassadors digital. With this approach ABG aims to keep the bartender communities active while sharing the love for their brands like Riga Black Balsam®, Moskovskaya® Vodka, Cross Keys Gin® and Rooster Rojo® tequila.
“In a difficult time like this, we at Amber Beverage Group are trying everything in our power to make sure we support the bartending community, a community from which our brand ambassadors are coming from and are working for,” said Pepijn Janssens, Chief Marketing Officer at Amber Beverage Group.
“Our brand ambassadors are confined to their homes because of the Coronavirus, so they will start offering virtual masterclasses. Bartenders and other industry experts who are in the same situation are invited to join,” said Pepijn Janssens.
As a positive motivation to upgrade industry professionals’ skills even during these challenging times, ABG will award most active participants of the masterclasses with survival packages sent to their homes.
The digital masterclass for Moskovskaya Vodka will follow the story of the brand from its beginning in 1894, introducing this brand's unique history, and showcasing historical ingredients and beverages. This will be followed by the journey of the Moscow Mule cocktail, the benefits of working with copper and new, special "Mosko" variations. The masterclass will be led by the brand’s global ambassador Felicity Gransden; for more information follow Moskovskaya Vodka Instagram account.
Follow the digital journey with the world’s oldest herbal bitter’s brand dating back to 1752 - Riga Black Balsam. The journey will offer stories from the beginnings of mixology in the 1960s, going forward to modern times where this legendary bitter is found as one of the most versatile beverages in the world. The global brand ambassador Justs Kiscenko will await all who are interested; for more information check out Riga Black Balsam Instagram account.
Join the online masterclass with the Rooster Rojo tequila global ambassador Ansis Ancovs as he talks about the brand, tequila category, regional specifications and production details. This will be followed with classic tequila cocktails and twists on world classics. For more information check Rooster Rojo tequila Instagram account.
Unlock the Baltic taste by participating in the masterclass of Cross Keys Gin – a classical gin enriched with local tastes of chamomile, linden blossoms and botanicals of the legendary Riga Black Balsam. The online master class led by the brand’s ambassador, Justs Kiscenko, will introduce two flavours of this premium gin to unlock the secret of the cocktails aged in the clay bottles. For more information check Cross Keys Gin Instagram account.