14 Mar, 2024
Joe Schofield and the Fentimans team stood outside Sterling Bar, Manchester
  • The ambassadorship will see Joe Schofield represent Fentimans across the UK and continue to build success in the on-trade.
  • Joe Schofield and Fentimans are working together to create new serves and provide direction for on-trade menu’s driven by consumer needs.
  • To celebrate, Fentimans and Joe Schofield hosted an exclusive event for those working in the hospitality sector at STERLING, Manchester, showcasing the best of Northern hospitality.

Soft drinks and mixers brand, Fentimans, has announced Award-Winning Bartender, Joe Schofield, as its official Brand Ambassador for 2024.

The ambassadorship will see Joe Schofield represent Fentimans in the North West and across the UK, already stocking a range of Fentimans beverages in his high-end Manchester based bars – SCHOFIELD’S BAR, ATOMECA and STERLING – and assisting with engaging key customers and further building relationships for the brand in the on-trade sector. In addition, Joe has created a bespoke range of stand-out serves for Fentimans, using his extensive experience and driven by customer needs.

Joe Schofield is the first bartender in history to receive two of the most prestigious awards in the bar industry, winning International Bartender of the Year at Tales of The Cocktail Spirited Awards and Bartender’s Bartender at The Worlds 50 Best Bars in 2018, just four months apart. Alongside this, he has received numerous accolades as a result of his time spent in Singapore at Tippling Club and at The American Bar at The Savoy.

To celebrate the partnership, Fentimans and Joe Schofield hosted an exclusive event at STERLING Bar, Manchester, on 12th March showcasing all that is great about Northern hospitality. The event had everything from serves carefully crafted by Joe Schofield himself to mouth-watering food prepared by Newcastle based Michellin class chef, Jake Siddle.

Mark Platten, Marketing Manager at Fentimans said: “We are delighted to have Joe as our Brand Ambassador for 2024. Not only is he a talented and globally recognised bartender but he owns and runs multiple successful businesses in the North – from multi-award winning SCHOFIELD’S BAR to his newest venture STERLING, strongly aligning with the premium nature of the Fentimans brand.

Joining forces with Joe to host an exclusive event at STERLING seemed like the perfect way to celebrate and give our customers, colleagues and partners working in the hospitality industry the chance to try some sublime Fentimans cocktails curated by Joe himself.”

Commenting on the partnership, Award-Winning Bartender, Joe Schofield said: “I am honoured to become the very first ambassador for Fentimans. For generations they have been an inspiring family-owned company, with whom I share the values of quality and innovation. I’m very much looking forward to working with the brilliant team this year.”

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Notes to Editors

For more information on stocking Fentimans, visit:

Explore Fentimans serves:

About Fentimans

Fentimans is a family-owned business that started in 1905 by Thomas Fentiman; it is presently run by Eldon Robson, Thomas Fentiman’s great, great grandson.

Fentimans soft drinks and mixers are created with knowledge and expertise passed down from the family tree from generation to generation. It is the beverage to use the time-honoured process of Botanical Brewing, taking a minimum of 7 days, to produce exquisitely crafted beverages that have a rich and complex taste.

Each unique flavour is created from premium ingredients sourced from around the globe and hand made at Fentimans HQ in Hexham, Northumberland.

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