We grabbed five minutes with Fabiano Latham, UK Brand Ambassador for Reyka Vodka, and learnt about the wild side of the ambassador lifestyle!
The first time I met Fabiano Latham was at William Grant & Sons Brand Ambassador UK tour, ‘Unwrapped, The Other Side of Bartending’. What was set to be a (somewhat) regular day of fun-filled bartending talks turned into, thanks to Latham (and the wonderful Reyka team), an escapade across London, whizzing around in a speedboat on the Thames, all in the name of adventure. That seems like a pretty fitting introduction, but don’t take my word for it. We managed to grab a chat with the man himself to talk us through all things Reyka, glacier bars and puffins!
Master of Malt: Chat us through what makes Reyka Vodka so special?
Fabiano Latham: Well, first of all its super tasty which is always a plus. But it’s our Icelandic roots which make us stand out. Our production allows us to say that we’re truly made of Iceland and not just in Iceland. Geothermal energy powers our distillery, glacial water from a local spring brings Reyka Vodka down to 40% after being distilled in a unique Carter Head still, which has locally-found lava rocks sitting in botanical baskets which filter our spirit during distillation. It’s also said that the tiny village of Borgarnes where we’re made is full of mischievous mythological hidden folk…
MoM: Have you always been a vodka lover?
FL: Hailing from Amazonian roots, my spirit interests were always focused on things like pisco and cachaça but I interacted with Reyka throughout my bartending career and always had a soft spot for the brand. Also I puffin love Iceland having visited a friend there many moons ago.
MoM: And have you always been an outdoors lover?
FL: Yes! My mum always dragged me on holidays to the middle of nowhere in the British countryside – (and still does!) – from wandering in Suffolk, to hiking up mountains in Wales, to cycling to Paris and spending weeks in the Outer Hebrides. From a young age I’ve been frequently immersed in nature and developed a keen interest in wildlife, but I only started really appreciating it once thrust into the rigours of hospitality. I discovered its unique rejuvenating powers against the nocturnal lifestyle of bartending and now I can’t get enough.
MoM: How did you come to be the brand ambassador for Reyka?
FL: I harnessed my innermost Icelandic fan girl dweeb and went hell for leather once the job became available! Having won the 24 hour Reyka cocktail competition a few years back and being lucky enough to visit Iceland twice, I felt like I had some good credentials to go at it like a heathen Viking beast. I didn’t always want to be an ambassador at all, it was always something that other people did and I never thought I’d get the job but I really identified with the whole Icelandic adventure thing!
MoM: You created a word, which is pretty awesome. Explain the idea of Adventurivity for us!
FL: Adventurivity = adventure + creativity. It’s a mashup. Just like a moody puffin might be a muffin or a cheeky elf might be a … chelf. Essentially it’s the word I’ve given to a mindset which is all about immersing oneself in nature and pushing yourself out of your comfort zone in really fun ways like climbing mountains or cycling long distances or even just spending some time with yourself in the morning on a stroll through a park. The reason behind this is to help balance and rejuvenate the stresses of hospitality, but also to build confidence in order to help frame and smash personal ambitions and goals. We all know that spending time outdoors is beneficial but this concept goes into the scientific detail of our evolution in nature and how it can benefit us today. I believe that by giving it a little structure, we can increase the gains because we simply understand more.
MoM: How do you link drinking and adventuring? Some people might say they’re not a natural pairing!
FL: Aha such a valid question! The idea of Adventurivity is geared towards bartenders and it’s designed to be used as a tool for the trade to help balance out their hectic lifestyles. We never drink whilst on the adventures, it’s only ever after that we might share a Reyka cocktail and share our experiences of the day. We always state: never drink and adventure! Adventure within nature is also about building confidence and positivity – attributes which can help boost creativity which can be used to develop concepts and recipes and that’s the key link.
MoM: We’re sure there are a few, but what’s the most memorable spot you’ve ever enjoyed a drink?
FL: Tough one that! I guess the most memorable spot has to be the Glacier Bar in October 2019. The sun was high and the views across the glacier were incredible. The silence was unreal. Our guests were an hour away, barrelling over the other-worldly terrain in a super jeep and it was just the ideal time to rustle up a Reyka Martini. We found a small hole on the glacier that had filled up with water and frozen overnight so we cracked the top layer and used a small chunk of the ice to stir down a bone-dry Martini. Yum!
MoM: How did the idea for the Glacier Bar come about?
FL: Far, far away (in an office) one day someone said…. What if we made a bar…. And put it… on a glacier. Luckily all of us who work on Reyka share the same feverish excitement when it comes to epic activations and so it was just a case of blasting through the bible of logistics that comes with such an undertaking. Our epic brand manager Caitlin spearheaded the expedition and pulled off a magnificent feat of organisation. Our audience shares a keen interest in adventure and the outdoors, yet don’t often manifest these wishes into actual adventurous experiences as it’s tough to break the daily grind, so the idea is that we wanted to give them an amazing once in a lifetime opportunity!
MoM: What’s your favourite Reyka serve?
FL: A Puffin Collins was one I used for my interview three years ago – Reyka, pink grapefruit, elderflower, fresh cherry tomato and soda. It takes inspiration from the geothermally grown tomatoes in Iceland but also my love for puffins… It’s a bit ridiculous really… from a multitude of puffin paraphernalia to a taxidermy puffin called SugarPuff McStuffin and even a puffin tattoo… (pattoo).
MoM: Can we expect anything new from Reyka in the (near) future?
FL: Yes! We’ll be starting up a Reyka running club in London at the end of January. Something epic will happen again next year just like the glacier bar…. but not the glacier bar. I’ll be hosting numerous adventures around the UK, the biggest being the Reyka Expedition cocktail competition in June. Keep a-puffin-breast of what’s going on by following me @fabsting (shameless self-promo…. Not even sorry).
Thanks a-puffin, Fabs!