Edrington UK announces the appointment of its latest UK Brand Ambassador for the House of Suntory, Raffaele Di Monaco.
Raffaele joins Edrington UK from The Berkeley Hotel where he was Bars Manager for The Blue Bar and The Berkeley Bar & Terrace. A true hospitality lover with a great passion and curiosity for the food and drinks industry, particularly Japanese spirits, Raffaele will champion brand advocacy for the House of Suntory portfolio – Yamazaki, Hakushu, Hibiki and Toki whiskies, Haku vodka and Roku gin – a key period for the house as it reaches its 100-year milestone next year.
As well as representing the Suntory brands at trade, press and consumer events, and building strong relationships with key customers, Raffaele will also play a pivotal role in championing Japanese culture and bartending techniques across the UK, showcasing the House of Suntory’s expertise and heritage as the founding house of Japanese whisky. With bartender engagement also a crucial element of the role, Raffaele will be taking forward The House of Suntory advocacy program, Dojo, into 2023 and beyond.
Raffaele joins Edrington UK’s growing advocacy team that welcomed a new ‘Head of Advocacy’ earlier in the year.
Andrea Montague, Head of Advocacy, Edrington UK states: “Raffaele is the ideal candidate for the role; having worked in some of London’s highly respected establishments, he has the perfect combination of experience between culture and prestige to champion our diverse House of Suntory portfolio. Not only does he have the experience, but he also has the passion for Japanese culture which is crucial to the role. I am looking forward to him joining our talented team of Brand Ambassadors, strengthening our advocacy work further in the UK market.”
Commenting on his new role, Di Monacosays: “My love and passion for Japanese culture and the Japanese approach to bartending was first ignited at the Asian-inspired establishments I worked at, such as Park Chinois and Hakkasan. The opportunity to build on this and be an advocate for the art of Japanese bartending is a dream come true. The House of Suntory portfolio is revered in the drinks world; I am honoured to be the UK Brand Ambassador for the House of Suntory.”
Raffaele started his career in Italy, where he studied hotel management and food and beverage science. He went on to finish his studies in the country at a professional bartending and flair school ‘World Up’. In addition to his WSET Wine & Spirit qualifications, Raffaele has completed a Sake training at Hakassan in 2014, as well as an Aspiring Leader Program at The Maybourne Group in 2019.
