Jacob Briars

Global advocacy for a spirits house sits between bars, brands, education, and the people who transmit drinks culture in practice. Briars serves as Global Advocacy Director — Bacardi in New York City, and also holds the title of Global Advocacy Director at Bacardi Company. The wording reflects the scope: based in New York, built for global movement, and concerned with how spirits travel through rooms, markets, and trade networks.

Non-traditional marketing, influencer advocacy, and networking are part of that platform for growth. In bar terms, those tools only matter when they connect with the places drinks are ordered, made, discussed, photographed, defended, and remembered. Briars puts the method plainly: "Our brands are built in bars, not boardrooms." The line keeps the emphasis on bartenders, guests, tasting, recommendation, and memory rather than on abstract positioning.

Public advocacy depends on attention, and attention has to be earned in the room. Colleagues and audiences describe Briars as engaging, charismatic, and funny; they also describe him as a skilfully shrewd operator with a conscientious work ethic and a brain like a sponge. That combination matters in a field where ease in front of a crowd has to be backed by recall, discipline, and category knowledge. Cocktail communication often turns on context: what a drink is, where it sits culturally, and which detail makes it land.

Briars is described as a passionate and creative builder of global brands, an engaging speaker, with a gift for connecting spirits and cocktails to their broader culture and context, and a mine of mostly useless information about cocktails. In a seminar or across a bar, that sort of knowledge can make a familiar serve more legible and give the trade something to carry forward.

A signature in this part of the trade can be a drink, a talking point, a visual cue, or a way of placing a brand in culture. Jacob Briars is associated with the Daiquiri, Martini, and Queena Fina. The grouping points to classic structure, recognizable form, and a willingness to work beyond the expected frame. The same profile also includes blue drinks, non-traditional marketing, and work as an engaging speaker. The Daiquiri and Martini are clear tests because they leave little cover for weak balance or loose intent. Queena Fina adds the function of a named serve as a point of contact: something that can