His role will be to build appreciation, advocacy and awareness of the American whiskey category, as well as “drive excitement around Brown-Forman’s leading whiskey brands, Jack Daniel’s Single Barrel, Gentleman Jack and Woodford Reserve”.
Vernon will be tasked with working closely with bartenders across the country, focusing on key regions such as London, Manchester, Bristol and Edinburgh, to help them promote American whiskey. He will be running training sessions, master classes, consumer and trade tastings, as well as working with bartenders on bespoke projects.
According to Brown-Forman, the whisky category is worth over £1.2bn and is being driven by the American whiskey segment. That segment is said to be worth nearly £570m and growing at 14.4%. The new ambassador will lead the Friends of Jack training.
Trade sessions will cover the history of American whiskey, the production processes behind them, complexities of the liquids as well a demonstrating classic and innovative new drink serves. He will also help communicate the company’s vision for the category, in turn helping to drive distribution and sales of Brown-Forman’s super premium American whiskeys.
Vernon has previously worked and managed a number of prominent bars across the UK. His experience includes being general manager at Socio Rehab in Manchester’s Northern Quarter, general manager at the renowned Portobello Star in London’s Notting Hill, as well as stints at Manchester’s Almost Famous and Smokestack in Edinburgh.