Carmen Tam - the first certified whisky diploma holder in Hong Kong

Crucial Drinks appoints Carmen Tam as Asia Pacific Brand Ambassador

Trade News

Crucial Drinks has appointed Carmen Tam as Asia Pacific Brand Ambassador for its award-winning whisky and rum portfolio, as it further strengthens its presence in the region.

The first certified whisky diploma holder in Hong Kong, Carmen has extensive industry experience having worked with over 200 different whisky brands in her role as Spirits Consultant at the distributor, Adega Royale.

As Founder of Hong Kong Whisky Society, Carmen has been at the forefront of the growing whisky market in the APAC region. Gaining experience in sales and marketing, as well as manufacturing whisky at Springbank distillery, she is also a Spirit Judge for both the IWSC and China Wine & Spirits Awards.

Carmen 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.

Scott Watson, Co-Founder of Crucial Drinks said: “Carmen has a wealth of experience in the industry and is a well-known whisky & spirits expert in Hong Kong.

“We’re tapping into the trend in the APAC region as consumers move away from the typical big spirits brands and are looking for handcrafted, niche products with an interesting backstory. Carmen’s knowledge of the market and consumer needs make her a perfect fit for both The Lost Distillery Company and Crucial Drinks as a whole, championing our diverse portfolio in the region.”

Carmen 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.

“From light, floral Lowlands to big, peaty, punchy Islays, The Lost Distillery Company offers something for everyone and I’m really excited to share it with whisky lovers old and new across the Asia Pacific region.”

Founded in 2013 by Scott Watson and Brian Woods, Crucial Drinks specialises in creating innovative, stand-out products and is thriving, with availability in nearly 50 markets worldwide, and overall revenue of over £4m to date.

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