James York-Pryce has more than 20 years' experience in the drinks trade and has worked in some of the UK's top bars. He will be responsible for leading drinks development and brand education for J&B Rare in the on-trade in London, as well as helping to support on-trade venues amid continuing Covid-19 pandemic restrictions.
The blended Scotch whisky brand, which dates back to 1930s, is part of the Diageo portfolio and is distributed in the UK by wine merchant Justerini & Brooks. James will be J&B Rare's first brand ambassador for a number of years, reflecting the renewed focus that Justerini & Brooks want to put on the brand.
Commenting on his new role, James said: "I have always been a huge fan of J&B Rare; it has such an amazing history and the liquid is delicious, perfect for cocktail creation which is one of my passions. To be working for this iconic international brand is a great privilege."
He added: "J&B Rare has been an iconic blended whisky since Prohibition. It was also the go-to Highball serve for the Rat Pack in 1950s America. I am keen to re-engage drinkers with these classic serves and encourage them to try more whisky-based cocktails."