William Grant names 100th brand ambassador
William Grant & Sons has strengthened its global ambassador programme with the appointment of Richard Blanchard to represent Glenfiddich in Australia and New Zealand.
Richard Blanchard will represent Glenfiddich in Australia and New Zealand as of January 2The ambassador team, which was first established in 1999, now includes nine global and 91 local ambassadors based in 25 countries representing Grant’s, Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore DEW, Monkey Shoulder and most recently Drambuie which was acquired in 2015.
The programme was created in response to “growing interest” in the brands and “the need to have a dedicated face-to-face platform”, and is designed to introduce and educate media, trade partners and consumers about William Grant’s portfolio.
The US has the highest concentration of ambassadors, led by Charlotte Voisey, director of awdvocacy US, while Glenfiddich single malt Scotch whisky has the largest team of 22 ambassadors.
The longest standing member of the ambassador team, Ludo Ducrocq, now leads the programme globally.
“I’ve had the pleasure of being part of the team that have worked to develop and grow the programme to where it is today,” he said. “This wouldn’t have happened without the fundamental belief we have in our ambassador team and the creativity, enthusiasm, and entrepreneurial mindset each ambassador brings to the role.
“Our ambassadors are like an extension of the family behind the business – bringing vast knowledge and expertise from a range of backgrounds. The team is central to our global success and we foresee more room for it to grow.”
Blanchard will take on the role with Glenfiddich as of January 2nd after three years with the company.
