Crucial appoints whisky expert as Asian brand ambassador

Crucial Drinks, the boutique drinks business based in Scotland, has appointed an Asia Pacific brand ambassador for its whisky and rum portfolio as it further strengthens its presence in the region.

Carmen Tam is the first certified whisky diploma holder in Hong Kong and is said to pos- sess “extensive industry experience”, having worked with more than 200 whisky brands in her role as spirits consultant at distributor Adega Royale.

Tam said: “Whisky has previously been thought of as a man’s drink to be sipped with a cigar, however, we’re seeing a real shift in the market with more and more female consumers taking an interest in Scotland’s national drink.”

She will focus on building The Lost Distillery Company’s presence in south-east Asia, as well as promoting other brands in the portfolio including Six Saints Caribbean Rum and West Indies Rum & Cane Merchants.

Founded in 2013 by Scott Watson and Brian Woods, Crucial Drinks specialises in creating “innovative, standout products”, with availabil- ity in nearly 50 markets and overall revenue of more than £2 million.

Watson said: “Carmen has a wealth of experience in the industry and is a well-known whisky and spirits expert in Hong Kong. We’re tapping into the trend in the region as consumers move away from the typical big spirits brands and are looking for handcrafted, niche products.” 0 Carmen Tam possesses extensive industry experience