HENDRICK’S GIN AMBASSADOR IN LEBANON
Over a three-day period, Ally Martin, the name and face behind one of the world’s top-trending gins, put in an appearance at various local venues to promote the brand. Martin entered the F&B industry at the tender age of 19 to supplement his income and fell in love with the business. Highlighting its attractions, he explained, “The creativity, coupled with the diverse social interactions, literally reeled me in, as it’s a great place to discuss the craft involved in creating a unique spirit.” While acknowledging that traditionally, gin has not been a major part of Lebanese culture, Martin added, “That’s gradually changing, which is part of the reason I’m here.” He explained that the challenges vary greatly when entering a new market. “In this case, Lebanon already offers its consumers a number of options, so setting our brand apart was the main challenge,” he noted.