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Macallan appoints new brand ambassador

Former Oblix bar manager Aaron Masonde has joined Edrington-Beam Suntory UK as a brand ambassador for The Macallan.

Aaron Masonde has spent more than 10 years working in the on-trade
Aaron Masonde has spent more than 10 years working in the on-trade

Masonde has more than 10 years of experience in the bar industry. During his time at the helm of London restaurant and bar Oblix at The Shard, Masonde led the team to win many awards including a nomination for Best International Restaurant Bar at Tales of The Cocktail’s 2016 Spirited Awards.

In his new role at The Macallan, Masonde will be responsible for leading drinks development and brand education within the on-trade.

“I’ve always had a passion for spirits, especially Scotch,” said Masonde. “I’m always on the search for new expressions to try and can’t believe that I’m lucky enough to work in an area that I’m genuinely passionate about.

“This year has been tremendously difficult for the on-trade and I hope that together, we can work to navigate this weird world we find ourselves living in and continue to innovate, whilst at the same time supporting our customers.”

Earlier this year, Masonde worked with That Boutique-y Whisky Company to create an 11-year-old Tullibardine single malt that was sold exclusively at Oblix. In 2017, the sky-high venue also collaborated with The Macallan to offer a cheese and whisky pairing experience.

Masonde will work together with David Sinclair, The Macallan prestige and experience manager, and the wider Edrington-Beam Suntory UK whisky specialist team to support The Macallan’s trade partners.

Chris Anderson, head of Edrington brands at Edrington-Beam Suntory UK, said: “Whilst we are living in uncertain times, it’s more important than ever that brands pull together to support the on-trade.

“We firmly believe that investing in and working with the very best people in the business is integral to achieving our long-term ambitions, and can’t wait for Masonde to get stuck in.”

In January this year, Japanese spirits giant Suntory acquired a 10% stake in The Macallan owner Edrington for an undisclosed sum.

In July, Edrington announced it would make a number of job cuts across its three visitor centres, including The Macallan, as a result of the pandemic.

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