Mangrove hires world whisky curator

Importer and distributor Mangrove Global has named Stefanie Holt curator for its world whisky portfolio.

The company said Holt ‘knows exactly what makes a whisky drinker tick’, and that she has strong experience in brand advocacy.

Holt will be tasked with driving the strategy for Mangrove’s whisky brands, across education, marketing and sales to the on and off trade.

Mangrove’s world whisky brands include Stauning, Abasolo, Bearface and Yamazakura.

Holt said: “My job is to take new and existing whisky drinkers on a journey through our extensive portfolio. The audience for world whisky is so much more diverse than that of your standard Scotch. They’re explorers. Younger, more open-minded, and there are more women too.”

Holt has also acted as a mentor for the OurWhisky Foundation – a non-profit organisation that looks to achieve gender equality in the spirits industry.

She added: “World whisky producers aren’t as hampered by tradition in the same way that Scotch is. And so, there’s heaps of creativity being poured into these spirits. Whether it’s floor-malting rye, tropical ageing, using heritage grains or being the first whisky distillery in a country/region – the variety of flavour profiles is extraordinary.

“That’s another great thing about world whisky – even if you’re not a fan of traditional Scotch, you will likely find something in this category that you thoroughly enjoy.”

The category is growing in influence thanks to the added emphasis on innovation and more diverse flavour profiles, which appeal to a younger generation of whisky drinkers.

Nick Gillett, managing director of Mangrove Global, said: “We are fortunate enough to have award-winning whiskies such as Stauning, M&H and the English Whisky Distillery alongside pioneers such as Allan Katz from New York Distilling; we need to support them with the resources befitting of the quality of their products.

“Stefanie’s appointment marks not only our continued investment into the category of world whisky but also our commitment to adding the best talent to the company. I have no doubt she will have an instant impact and raise the bar yet further.”

Gillett has previously spoken out against the UK’s ‘continuing punitive tax regime’.