Eco-friendly spirits company True Believers taps in Luke Sanderson as Global Director of Advocacy, where he will be leading the company’s portfolio and developing their bartender education strategy.

True Believers, the bartender-driven, sustainably-focused craft spirits company, welcomes Luke Sanderson onto the team as Global Director of Trade Advocacy. Sanderson will be leading the True Believers portfolio and developing a global education strategy for bartenders, which includes building out and managing the company’s brand education team. 

“I couldn’t be happier to join the True Believers team,” says Sanderson. “We have fantastic liquids and a brilliant company culture filled with young, ambitious and cause-driven minds. Our innovation and sustainable practices are incredible. We are leading the way in creating a more sustainable future for the spirits industry and I’m looking forward to helping the global bar community embrace this.”

Sanderson is a highly acclaimed and award-winning bartender with a decade of hospitality and brand ambassador experience. In his most recent role as Henrick’s Gin Brand Ambassador, he worked closely with the marketing team to launch new products, manage cultural partnerships and design bespoke bar and training programs. Prior to this, he was the Australian Brand Ambassador for Glenfiddich, where he designed advocacy programs, executed trainings, and worked with some of the best bars around the country to develop bespoke cocktails and events. 


Luke Sanderson, Global Director of Advocacy


He’s worked at a number of bars across the UK, New Zealand and Australia, most notably at Black Pearl where he and his team won a number of prestigious global awards including Best International High Volume Cocktail Bar 2015 and Best International Cocktail Bar 2017 at Tales of the Cocktail. 

Today, Sanderson is focused on a career filled with purpose, challenging the status quo and changing the way the industry thinks about sourcing sustainable spirits and operating their bars with a more eco-friendly lens.

“We are all custodians of our environment and it’s immensely important we preserve and care for it for future generations to come. The way True Believers approaches these topics was a hugely important step for me coming on board.”

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True Believers craft pouring line up. Arquitecto Tequila, Widges London Dry Gin, Tried & True Straight Wheat Vodka, Mackintosh Blended Malt Whisky, Los Arcos Destilado de Agave.

About True Believers

True Believers was conceived as an innovation unit within the Proof & Company group. Its aim is to offer a range of craft spirits that bridge the gap between economical pouring brands, which often fall short in meeting modern consumer preferences for craft credibility, and super premium craft spirits, which are generally priced out of reach for house pouring programs.

To date, True Believers has released six spirits brands: Tried & True Straight Wheat Vodka, Widges London Dry Gin, Arquitecto Blanco Tequila, Mackintosh Blended Malt Whisky, Los Arcos Destilado de Agave and La Travesía Mezcal. 

Each of the True Believers brands was developed individually to serve as a versatile archetype of its category, suitable for cocktails and sipping alike. Products are produced by highly-regarded distillers with authentic craft values. No additives are ever used and the True Believers team rejects questionable production practices. The range is price-positioned to be accessible to pouring programs in premium venues and are available in the ecoSPIRITS low-carbon, low-waste spirits distribution system.