A former director of IPB, Reed began his career at Sir Terence Conran’s Mezzo bar and the Met Bar. His new position as member of the BBFB Training Team will see Reed involved in projects around the UK including training across BBFB’s spirits portfolio, which includes brands such as Bacardi rum, Jack Daniel’s, Grey Goose, Woodford Reserve, Bombay Sapphire, and Martini.

Alex Turner, head of product training and mixology for the BBFB training team, said: “I’m delighted to be working with Ben again, his expertise and invaluable knowledge of the spirits category is a fantastic addition to the BBFB Training Team. He’s a highly respected bartender with a huge amount of training experience and a knowledge that’s hard to match. He’ll be an exciting addition to our team and one that will not only benefit us at BBFB but bartenders across the UK as well.”

His new position will see Reed delivering brand training – history, heritage and perfect serve information – as well as providing tips and advice about bartending, business building and cocktail creation to bartenders across the UK.

Reed said: “I’ve been working with various BBFB brands since starting my career in mixology and the chance to work with these brands again – especially when we’re talking about their historical significance in the world of cocktails and the extraordinary history of brands such as BACARDI rum, Jack Daniel’s and Martini - is a great opportunity. I’m especially excited to be working in a team alongside some of the most respected bartenders in the UK.”