Spread­ing the word



Today’s hip­ster com­mu­nity is more con­vo­luted than ever, hav­ing a wide range of sub­cul­tures. To en­sure it en­gages well with these groups, the well-known brand of gin Hen­drick's has cho­sen Tasha Lu, a mixol­o­gist from Mel­bourne, to be its brand am­bas­sador for the South-East Asian mar­ket. With a bold and unique style, Tasha Lu is ready to in­tro­duce Hen­drick's to a wider mar­ket in SEA. Tasha Lu, who was born in Australia and whose mother was In­done­sian and fa­ther Euro­pean, has a di­ploma in Fash­ion Business from the Mel­bourne Fash­ion In­sti­tute. Al­though she has worked in many dif­fer­ent in­dus­tries, in­clud­ing ar­chi­tec­ture and fash­ion, her heart was al­ways meant for hos­pi­tal­ity. "I did a bar tend­ing job at the weekend. This was a way for me to make friends, to have some fun while serv­ing drinks. Then I got in­ter­ested in be­com­ing a mixol­o­gist, and learn­ing more about cock­tails," says Tasha. We are meet­ing her just be­fore she per­forms as a guest mixol­o­gist at The Dutch, Jakarta. Tasha learned a lot about mak­ing cock­tails from the peo­ple around her. "To watch them work­ing, mak­ing drinks, it’s amaz­ing. I'm a quick learner so I pick up skills quite fast," she says. She then spent about four years man­ag­ing and op­er­at­ing bars, in­clud­ing Eau de Vie in Mel­bourne. "Work­ing in this in­dus­try has made me more out­go­ing and bet­ter able to ex­press my per­son­al­ity," she adds. Her unique per­son­al­ity even­tu­ally at­tracted the at­ten­tion of those at Hen­drick's. In Septem­ber 2015, Tasha Lu was ap­pointed brand am­bas­sador of Hen­drick's in South-East Asia. "One of my men­tors thinks I'm ideal for work­ing with Hen­drick's. In Sin­ga­pore, peo­ple thought I was very un­usual, and per­fect for the brand," says Tasha. She moved to Sin­ga­pore soon af­ter tak­ing up the post. As brand am­bas­sador, Tasha's job is to spread the word about Hen­drick's to the peo­ple of South-East Asia, us­ing events and ac­tiv­i­ties to en­gage with con­sumers and bar­tenders. "Hen­drick's mix is dif­fer­ent from other sim­i­lar drinks. While cit­rus fruits like lemons and lime faith­fully serve the clas­sic gin and tonic, Hen­drick’s re­quires an un­con­ven­tional gar­nish, which is cu­cum­ber," she ex­plains. To en­sure that the cu­cum­ber pro­vides just the right flavour, the farms from which they come are spe­cially cho­sen and in­spected reg­u­larly. Tasha has also in­tro­duced the Un­usual Negroni, a mix of Hen­drick's with Ver­mouth which doesn’t de­part from the orig­i­nal taste of G&T. "Un­usual Negroni is my favourite. It was de­signed with our quirky con­sumer in mind," says Tasha. "In fact I think a good mixol­o­gist must be quirky and cu­ri­ous. Your mind should wan­der to a place that is dif­fer­ent, so that you can stand tall among ev­ery­one else. I can say that I'm lucky to rep­re­sent a brand that of­fers some­thing dif­fer­ent," she con­cludes.

Newspapers in English

Newspapers from Indonesia

© PressReader. All rights reserved.