Bacardi snaps up Bell as malts ambassador

Bacardi has appointed former Diageo ambassador Georgie Bell as global malts ambassador covering its entire range of single malt Scotch whiskies.

Georgie Bell has joined Bacardi from Diageo

Bell, who joined Diageo in 2014 to front a renewed push for its Mortlach single malt Scotch brand, started her career in drinks as a bartender while studying in Edinburgh.

She joined the Scotch Malt Whisky Society in December 2010, and was promoted to society ambassador and international brand manager in October 2012.

Bell holds a diploma in distillation from the Institute of Brewing and Distilling, and won the Worshipful Company of Distillers Award for the Fundamentals of Distilling course she completed in 2011.

In addition to promoting Aberfeldy, Aultmore, Craigellachie, The Deveron and Royal Brackla worldwide, in her new role Bell will also play a key role in developing an internal education programme, Bacardi says.

Ian Taylor, who himself recently joined Bacardi from William Grant & Sons to take the role of global brand director, malt whisky, said: “We are delighted to have Georgie on board, with her enthusiasm, knowledge and an incredible understanding of the global whisky market she will be a key member of the team; together we will aim to win over a new generation of whisky drinkers around the world.”

Bell added: “I’m very excited to have joined a very talented global whisky and ambassador team as global malts ambassador.

“With Craigellachie, Aberfeldy, Aultmore, Royal Brackla and The Deveron in my case, I’ll be taking to the world and spreading the word about this incredibly strong line-up of single malt Scotch whiskies.”

In June this year, Stella David, the former CEO of William Grant & Sons, was elected to join the 16-member board at Bacardi Limited.