HAMILTON, Bermuda– St-Germain, the world’s first artisanal French liqueur made with freshly handpicked, wild elderflowers, has announced its appointment of Earlecia Richelle Gibb as its new North American brand ambassador. A cultural curator and cocktail connoisseur that has revamped the beverage programs at esteemed bars and restaurants across the United States, Gibb will lead a team of 22 regional brand specialists throughout North America through a variety of education, events and advocacy programming.
“We are incredibly excited to welcome Earlecia to the“La Gran Familia” of top-notch Ambassadors at Bacardi U.S.A., Inc. (BUSA) to further reinforce the brand’s prestige as an authentic and artisanal spirit,” said Cherie Koster, North America brand director. “Her inspiring expertise in the cocktail world paired with her passionate creativity make her an exceptional asset to the team, and we look forward to her invaluable contribution to St-Germain liqueur.”
With her appointment as the North American brand ambassador, Gibb will bring her artistic and inclusive sensibilities to St-Germain, which will inspire and resonate with the brand’s savvy and modern consumer. As the face of the brand, she will not only increase awareness for the versatile French liqueur but help further cement ST-Germain as the quintessential aperitif, offering a simple, yet refined cocktail for any occasion.
“I’m thrilled to join the St-Germain family,” said Gibb. “St-Germain is more than just a spirit, it’s a lifestyle and a shared experience that resonates beyond the bar. I’m eager to help further educate consumers and my industry peers about the brand’s consistent innovation in the ever-evolving landscape of cocktail culture.”
Known for pushing mixology boundaries, Gibb earned her reputation by transforming beverage programs at prestigious bars across the East coast. She gained national recognition by earning top-ranking placements in industry cocktail competitions and has been profiled byPUNCH, Tales of the Cocktail, SWAAY and Edible. Beyond cocktails, Gibb has spoken on industry panels, leading critical conversations around diversity and inclusion initiatives in the industry.
About St-Germain
St-Germain is a French liqueur, created in the French manner, made from freshly handpicked elderflower blossoms. The first handcrafted elderflower liqueur in the world, St-Germain has a light, refreshing sweetness with notes of pear, grapefruit and tropical fruits. St-Germain has received every major accolade in the spirits industry and has been heralded by The New York Times as one of the most influential cocktail components of the last decade. Awarded a double gold medal in the 2018 San Francisco World Spirits Competition and a score of 96 in the 2018 Ultimate Spirits Challenge, St-Germain is consistently recognized for its extreme versatility, as it enhances many cocktails and mixes well with a variety of base spirits in addition to wine and Champagne. The signature St-Germain Spritz – made with St-Germain, sparkling wine, sparkling water and a lemon twist- is today’s quintessential aperitif. It is a simple yet sophisticated cocktail for any occasion. SRP $33.99 for a 750ml bottle. For more information, please explore stgermain.fr.