Thomson new Glenfiddich UK brand ambassador

Whisky expert and consultant Mark Thomson has been appointed UK brand ambassador for Glenfiddich Scotch whisky.

Mark Thomson has taken over from Jamie Milne as the UK brand ambassador for Glenfiddich

Thomson, founder of The Spirits Bureau, has taken over from Jamie Milne, who revealed his intention to leave the role after four years in June this year.

He has worked with other William Grant & Sons whiskies over a number of years on an independent basis.

“I have worked with numerous brands over the years and I have always had my favourites,” Thomson told The Spirits Business.

“But there are very few brands I would have given up my independence for, but there is something special about Glenfiddich.

“My granddad introduced to the brand years ago, and so it has always been around at my family events. It’s much more than a brand – it’s a whisky that really connects with people.”

Thomson added that in his role, he will aim to help Glenfiddich fulfill its goal of “becoming more modern without changing its traditional, family values”, and also help introduce the brand to new audiences.

“I also want to focus in the new expressions,” said Thomson. “It’s about reeducating. People tend to focus on the 12 Year Old, but I want to show bartenders in particular that if they stock the 12 Year Old, they should also stock the 15 Year Old.”

Thomson also said that he will endeavor to promote Glenfiddich as a distillery which “has some of the oldest whiskies in Scotland”, as the company has so-far underplayed its range of age statements.