Jack Daniel's firm hires UK PA chief

Brown-Forman, the US firm behind Jack Daniel's and Southern Comfort, has brought in a top London-based communicator to position it as a supporter of responsible drinking.

Elizabeth Crossick joins in the newly created role of director of government relations and social responsibility for Europe

She was previously director of public affairs at Freshfields Bruckhaus Deringer – one of the UK’s top five law firms.

Her appointment at Brown-Forman comes as pressure mounts on drinks firms over binge-drinking, with organisations clamouring for a clampdown on alcohol promotions.

Crossick is charged with lobbying decision makers in Westminster and Brussels to ensure the 137-year-old company is not hit by stricter legislation. Some 45 per cent of Brown-Forman’s business is based outside of the US.

She reports to Kentucky-based V-P director of government and public policy Mark Smith. Crossick said: ‘One challenge is ensuring my colleagues in the US understand just how different the drinking culture and [laws] are in Europe.’

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