RHUBI eyeing growth with appointment of first Brand Ambassador

Australian rhubarb apéritif brand RHUBI Mistelle has appointed Matt Dale as its first ever Brand Ambassador.

Originally from New Zealand, Dale brings with him more than 15 years of experience in the global drinks industry across both bartending and advocacy roles. This includes stints at leading Sydney venues RE and The Waratah, the latter of which was established by RHUBI Co-Founder and 2025 T25 Bartender Evan Stroeve.

“I’m really excited to be working with RHUBI, a brand I’ve followed closely from the start and which I’ve always had an affinity for,” said Matt Dale.

“I want to use RHUBI’s platform to help educate trade and consumers on the Australian aperitivo culture. I believe Australians are ready for the change and to choose more local and lower sugar alternatives to other old-school apéritifs out there.”

Linn Philips-Johansson, Brand Director, added: “At RHUBI we believe a successful brand is made up of two crucial things: quality products and brilliant people, and we’re excited to add Matt to our repertoire to grow the brand in Australia.”

Matt Dale has also brings with him international bartending experience working at London venues Bar With Shapes For A Name and Swift, along with international brand advocacy experience as the Brand Ambassador for Four Pillars in London.

In his new role, Dale will work closely with National Distribution Partner Vanguard Luxury Brands and Linn Philips-Johansson to continue to grow RHUBI’s presence in the domestic market, with an initial focus on NSW.

Linn Philips-Johansson said, "Matt has an excellent understanding of the Australian spirits industry; a great network and solid experience in cocktail making, and it’s a pleasure to bring him onboard during this exciting time for RHUBI."

The news falls shortly behind the national final of the #JustAddRHUBI all-female bartending comp, which was hosted in partnership with Perth-based not-for-profit Mix Haus and won by Brisbane bartender Charlie Hunter.

Drinks Trade recently caught up with Pippa Canavan and Shirley Yeung, Co-Founders of Mix Haus and Owner of Bar love and Bar Manager at Foxtrot Unicorn respectively, to discuss the importance of the fundraiser bartending competition.

“Representation is such a huge thing and was the big focus for the RHUBI competition,” Shirley Yeung told Drinks Trade.

“To give a bit of context, there are so many cocktail competitions every quarter/every year; and that makes them special. Some are big ones, some are small ones, some have a much bigger cash prize, some have no prize; but a big part of the problem with those competitions is that there is a huge lack of female representation in the lineups.

Pippa Canavan added, “as a young woman in the industry, when you see other women going and winning competitions and doing all this cool, fun stuff, it's inspiring; It gives you confidence.”