"How to prioritize on the top 3 things that can help drive holiday sales?" Sid Patel asks this one single question to brand ambassadors Callum Rixson, and Michele Reina.

Callum Rixson is the brand ambassador at Monkey Shoulder. Callum has always pushed the boundaries and tried to change the way people think about drinks, making them more accessible, especially when it comes to whisky.

Michele Reina is the European Brand Ambassador at Luxco, Inc.

Michele moved to London in 2010. Carrying his Italian influences, he started as a barback, climbing the ladder to general manager of a cocktail bar. Michele's passion for cocktails has brought him to tough competitions, collecting different awards, and visits to distilleries around the world.