By Rebecca Harris

The face of iconic New Zealand vodka brand 42 Below is set to change after the Tuesday (Nov 30) departure of vodka ‘professor’ Jacob Briars.

For the past five years Briars has become synonymous with 42 Below vodka, helping to turn the brand into a global success. Global giant Bacardi bought the company in 2006.

Competitions such as the annual 42 Below Cocktail World Cup have engaged bartenders, especially for its ‘quirky’ nature, which includes mixing cocktails whilst performing extreme stunts such as bungee jumping and jetboat riding.

2010 Cocktail World Cup Competitor Chris Hysted with former 42 Below Vodka Professor Jacob Briars.

Australian 42 Below senior brand manager, Brad Richter, said that Briars has been pivotal in the brand’s success.

"Bacardi Lion would like to thank our vodka professor Jacob Briars for his support with 42 Below over the last 5 years,” he said.

“Jacob has helped build 42 Below into the amazing brand that it is today and one that still continues to go from strength to strength in Australia. Jacob has touched many of Australia's top bartenders both through his legendary 'Vodka University' sessions and also those lucky enough to have ventured across to NZ with him as a competitor in the '42 Below Cocktail World Cup'. We wish him all the best in his future endeavours.”

Of his upcoming future, Briars is, amongst other ventures, opening a bar in Auckland.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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