Diageo nabs Georgie Bell as Mortlach ambassador
Diageo has appointed Georgie Bell of the Scotch Malt Whisky Society (SMWS) as global brand ambassador for its new range of Mortlach single malt Scotch whiskies.
Bell, who is currently global brand ambassador for the SMWS, will join Diageo in January 2014 with a focus on promoting the new Mortlach range when it launches in the summer.
Ewan Gunn, global Scotch whisky ambassador at Diageo, said: “We are all delighted that Georgie, with her extensive knowledge of the production, marketing and communications sides of the Scotch whisky industry, has agreed to join us and support our significant new initiative for Mortlach.”
Earlier this month Diageo revealed plans to release four single malt expressions for the “luxury connoisseur market” from the Mortlach distillery, which up until now has been predominantly used to produce whisky for blending.
The plans coincide with those to invest £18 million in doubling the capacity of the distillery.
Gunn added that Bell’s background with the SMWS and diploma in distillation from the Institute of Brewing and Distilling, would put her in good stead as global brand ambassador for Mortlach.
“In her short time as roving brand ambassador at the SMWS, Georgie has made a huge impact on the whisky world, engaging influencers and consumers in many key global markets, and deploying her knowledge, energy, passion and experience of the luxury spirits sector to promote Scotch whisky,” he said.
“She will have a key role to play, alongside our other global brand ambassadors, in the promotion of Mortlach.”