4 Best Whisky Ambassadors (I Would Love) to Work With
I was asked “Who is the best whisky ambassador in the world?” recently. Many people around the world excel at bringing whisky to life in the minds of consumers, media and the on-trade. Some formally hold the title of ‘Brand Ambassador’, while others work in ambassadorial roles while holding other positions. I’ve worked in these roles for 18 years and I’ve met many others doing the same thing.
Best Whisky Ambassador – Is there such a thing?
Different people like different presentation styles and you can be the best in certain aspects of the job. Rather than ‘who is the best whisky ambassador’ I thought ‘who would I most like to work with’. I don’t have one single answer, but I have a list of people I would love to work with, be it again or for the first time.
Not in any particular order or rank, these gentlemen know their stuff and are great at sharing their knowledge. To be able to be in the same room working with them would be a great honour and learning experience.
Mark Thomson
‘The Silver Fox’ has worked directly in the whisky industry since 2011 and tangentially to it for significantly longer. That’s less time than others on this list but he has been awarded Whisky Ambassador of the Year an incredible three times and been made a Keeper of the Quaich. He worked for some time as a Brand Ambassador for Glenfiddich and now works as a Private Client Manager for iconic Independent Bottler Duncan Taylor.
Mark and I overlapped as Glenfiddich Brand Ambassadors in different markets for a few years but caught up regularly at company events and training sessions. Aside from his solid banter, there are two areas where Mark absolutely excels – social media game and engagement with on-trade. No doubt the two are related; Mark’s fantastic relationships with bartenders are partly related to his social media game. Not all brand ambassadors excel at working with on-trade, but the people behind bars are incredibly important in magnifying your message to consumers.
Richard Paterson
Known as ‘The Nose’ for his skill as a Master Blender, Richard has been in the industry since 1966. He started with Whyte & Mackay in 1970 and became their Master Blender after just five years, meaning he will celebrate half a century in that role next year. He is also a Master Keeper of the Quaich and sits on their management team. Richard does extensive ambassadorial work for The Dalmore.
I’ve done tastings for The Dalmore, but never directly with Richard. The closest I got was a fantastic Zoom tasting during Covid, but I have seen many presentations online. What strikes me is his iconic and memorable style. He has unique ways of introducing the whisky to your nose and palate and he famously pours whisky into a glass, swirls it around and then tips it out to rinse away residual aromas. Is that excessive? Perhaps. Does that make him the sworn enemy of the people who clean the venue afterwards? Undoubtedly! But it is highly memorable, engaging and unique to Richard.
Martin Markvardsen
Martin is the Senior Brand Ambassador with Edrington where he has been an ambassador since 2006. Previously a Danish boxing champion, he has been in the whisky industry since 1990. His accolades include Master Keeper of the Quaich and Scotch Whisky Brand Ambassador of the Year in 2018 and 2022. He works across Edrington’s portfolio and is best known for his work with Highland Park.
I have never worked directly with Martin, but I have seen him in action at Highland Park events. To know why he is one of the best you need to know a little about Highland Park, who say their whisky is ‘made in Scotland with Viking soul’. One look at Martin, and you’ll understand why I see him as the embodiment of the brand. A great brand ambassador is ‘the medium and the message’ and former pro-boxer Martin Markvardsen is the message of Highland Park. He’s a modern-day Viking living the Highland Park dream and could probably rip your arms off. He never would, because he’s also a lovely guy.
Ian Millar
Special mention goes out to Ian Millar. Ian was the Global Glenfiddich Brand Ambassador when I started as the SEA Glenfiddich Ambassador and was a mentor to me.
What I have always found remarkable about Ian is his ability to put people at ease. Whether it’s a High-Net-Worth consumer, bartender, journalist, whisky novice or service staff at an event, he can make them smile and feel welcome with just a few genuinely spoken words. It’s a very valuable skill and is also exceptionally rare, even in brand ambassadorial roles.
Currently the Master Distiller at Shetland Whisky Lerwick Distillery, Ian has also worked at Blair Athol, Aberfeldy, Benrinnes, Aultmore, Glenkinchie, Bladnoch, Mortlach, Linkwood, Dalwhinnie, Balvenie, Kininvie and Glenfiddich over the last 53 years. He is a Master Keeper of the Quaich and is probably best known in the whisky community for his time as the Global Brand Ambassador for Glenfiddich.
Other great whisky ambassadors
There are many other people who are exceptionally talented as writers, blenders, distillers and advocates. I can’t fit them all in unfortunately, but the people I have included are those that immediately spring to my mind when I think of the world’s best whisky ambassadors.
Let me know what you think? You can read more more about me here or click on my social media icons below to share your thoughts.
