Mixologist extraordinaire, Franck Dedieu, has been announced as the UK Brand Ambassador for St-Germain. The French liqueur brand has chosen the award-winning bartender to use his extensive experience and passion to build brand awareness, advocacy and loyalty with the on-trade as well as consumers.
One of Dedieu’s focus for the brand is to facilitate a stronger relationship with his industry peers, through education, partnerships and advocacy programming, such as experiencing the Spring Harvests in France, where the elderflowers are cultivated and processed to create the quality liqueur.
And as liqueurs break new ground in the UK market alongside an ever-evolving cocktail scene, Dedieu has been tasked with raising the visibility of the brand with consumers through key consumer events and initiatives. For London Cocktail Week, Dedieu worked with three of London’s most iconic Parisian bars (Café Boheme, Henrietta Bistro and Balthazar) to create a selection of limited-edition cocktails that take the brand’s hero serve, St-Germain Spritz, from Summer to Autumn.
Hailing from Montpellier, France, his strong love of liqueurs and knowledge of French culture makes for the perfect mix to represent St-Germain. On his new role, Dedieu comments: “It is an exciting time for liqueurs and cocktail culture. St-Germain is a beautifully versatile spirit, perfect for exploring flavour combinations and being creative. I am thrilled to be able to share my love of the brand and further educate consumers and colleagues of the endless possibilities of St-Germain.”
Florent Demars, UK Brand Manager, adds: “With his broad knowledge of the category, passion for the brand and strong relationships within the UK on-trade, Franck has all of the qualities and skills to champion and raise the profile of St-Germain in the UK.”
Dedieu’s impressive cabinet of awards and experience has led him to work at prestigious Michelin starred restaurants and luxury hotels across the globe including L’Antiquaire in Lyon where he completed the “Mention Complementaire Barman”.
Joining St-Germain on this side of the Channel, Dedieu further deepened his understanding and knowledge of the trade at the London EDITION and top awarded cocktail bar, Coupette. He was also named champion of the global Bacardi Legacy competition with his ‘Le Latin’ cocktail that has been dubbed the Dirty Martini.