Ambassador for top Scotch

17 October, 2008

The Balvenie has appointed a

brand ambassador to encourage trial of the single malt and promote the brand's premium credentials .

Dr Andrew Forrester, who has worked in the Scotch whisky industry for the past five years, will also be responsible for developing the brand's partnership programme with complementary

brands.

The first burst of activity includes tastings in stores of

the Balvenie's new partner, the chocolatier Sir Hans Sloane , wh ich has created a range of chocolates containing the whisky.

Further tastings at stores of bespoke tailors Gieves & Hawkes will take place over the coming months, and a series of consumer tasting events will be held in London, Liverpool, Birmingham, Bath, Leeds and Winchester later in the year.

Senior brand manager Kathy Roe said: "We are delighted to have Andy on board. The Balvenie is an exceptional range of single malts and we are looking to continue to develop our education for the off-trade."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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