Dewar’s has announced Gareth Howells as its North American Brand Ambassador.
With a background as a beverage director and bartender, Howells brings an “expert’s eye” to the Dewar’s mixology program, the company says. His role will support the brand’s focus on the portfolio’s premium whiskies. Howells will work alongside counterpart, Gabriel Cardarella, to drive the Dewar’s portfolio by engaging with both the trade and consumers — specifically in the mixology realm.
“Enhancing the team of ambassadors is just one step in targeting another portion of the whisky drinking sector,” explains Michael Calabrese, Dewar’s brand director. “As we welcome Gareth Howells and his mixology talents, we look forward to further showcasing the likeability of Dewar’s in cocktails.”
With the addition of Howells, Dewar’s aims to further target the ever-growing sector of younger whisky drinkers, who are increasingly enjoying premium whiskies in cocktails, including Scotch. The brand will implement Howells’ background in cocktail creation, supplementing Cardarella’s knowledge and expertise.
Howells arrived in the U.S. in 2010 and worked as a senior bartender for notable bars in New York City, such as Yerba Buena, The Leadbelly, Bagatelle NYC and most recently served as the Beverage Director at VYNL. Additionally, during this time he ran the beverage program for Plein Sud & The Toro lounge at the Smyth Hotel, and was the beverage director for Forrest Point in Bushwick. He has also been asked to lead seminars and training sessions across the bartender world and co-founded the free educational and training resource program for bartenders within the NYC area: The Bushwick Industry Collective.