Schweppes launches first European-wide Brand Ambassador Programme





Today, Coca-Cola owned adult sparkling mixer, Schweppes, has announced the launch of its new, European-wide Brand Ambassador programme.


As the pioneer of carbonation, which boldly paved the way in 1783 for what a good mixer should be, Schweppes is set to reinvigorate its presence in bar and commitment to the wider bar industry across Europe.


A programme for the best in the business, by the best in the business:

To launch its Advocacy programme, Schweppes is collaborating with an incomparable line-up of industry talent. Boasting a crop of the bar industry’s most awarded names, with a combined eight placements in world-renowned listings, 50 Best and Top 500 Bars:


  • Iain McPherson, founder of Panda and Sons, Schweppes Lead Education Strategist, responsible for developing Schweppes education programme which will be activated across markets throughout 2024.


  • Max Venning, Three Sheets and Little Mercies, Lead Education Strategist UK, responsible for Schweppes reinvigorated drink strategy and 2024 serves, in addition to educating and leading Schweppes wider UK Brand Ambassador team.


  • Chelsie Bailey, Ex- American Bar and Happiness Forgets and Vasilis Kyritsis, The Clumsies and Line, Lead Activation Strategists for Mainland Europe, responsible for the direction and education of Schweppes Brand Ambassador cohort across mainland Europe.


The leading industry voices will work together to lead and strengthen Schweppes’ wider pool of Brand Ambassadors via a year-long education programme – in which they share their unrivalled knowledge and build bartender skills – mentorship, a series of exciting guest shifts and of course, the development of exciting new drinks for discerning consumers.


In addition, they are responsible for building and reinforcing relationships for the brand in market, as well as educating on-trade partners about Schweppes’ unique product story of innovation, bubbles, bite and balance - all whilst unveiling Schweppes’ bartender education programme and reinvigorated serves.


Iain, Max, Chelsie and Vasilis will be supported by dynamic local talent by way of existing Brand Ambassadors including Greece’s Mary Talaiporou, Ireland’s Michelle MacGuinness and Bulgaria’s Dimitar Petrovski - each carving a name for themselves on the global bartending stage - with further names set to be announced over the coming months, including seven new UK Brand Ambassadors who will support Max Venning.


Iain McPherson says of the programme; “I'm bubbling with excitement to be collaborating with Schweppes to bring an interactive advocacy programme to the global on-trade. Schweppes is the standard in soft drinks and as a brand is steeped in unrivalled, innovative history. I can't wait to share that knowledge with bartenders, and give them a solid understanding on carbonation."


Max Venning went on to say; “Schweppes is a great product to work with. It's robust yet balanced, and therefore creates a brilliant canvas on which to get creative. The drinks we’ve created have been designed to engage bartenders across every level of bar and take inspiration from Schweppes’ deep history within the mixer space.”


Chelsie Bailey added; “I’m thrilled to be involved in the inception of this program and to be working closely with Schweppes as it creates a world-class community of bartenders. I can’t wait to bring it to life across Europe.”


Vasilis Kyritsis added; “This programme is amazing to be a part of, and it’s truly fantastic to work with esteemed and talented colleagues. We each bring something different into the mix, but by bringing all of our expertise together, we hope to inspire bartenders to use great quality mixers and make the best cocktails.”


Adding value to the on-trade where it matters:

The new programme places Schweppes front-and-centre within the European bartending conversation via a reinvigorated drink strategy, and interactive education forum which explores integral themes of heritage, carbonation and balance.


However, this is not a flash-in-the pan activation for Schweppes as the long-term ambition is to establish a collaborative hub for likeminded individuals. Creating a community in which to express their creativity, knowledge and insights.


Michael Willeke, VP Marketing IMX Europe at The Coca-Cola Company said; “2024 is an incredibly exciting year for us as we announce Schweppes’ bold, new, bartender-first ambassador programme, supported by some of the most celebrated names within the industry. It’s a partnership like no other and the potential to engage and educate the bartending community across Europe is significant.


The calibre of Brand Ambassadors we’re working with is next-to-none and we’re confident they will super-charge Schweppes’ offering in-bar for both bartenders and consumers by unlocking industry knowledge and of course, delicious drinks.


As the pioneers in carbonation, who set the standard in mixed drinks centuries ago, the launch of the programme demonstrates a long-term commitment from the brand, and we’re excited to see what year one holds in store.”


The advocacy-first programme will activate with step-changing activations across core markets including – Bulgaria, Croatia, Greece, Ireland, Macedonia, Romania, Serbia and the UK – with a focus on building and supporting a European-wide community of bartenders.