Tuesday 8th March 2022, London: Edrington UK today announces that Andrea Montague has been appointed Head of Advocacy in a newly created role for the business.
As Edrington UK’s new Head of Advocacy, Andrea will lead and champion brand advocacy, education and training – from bartender engagement activities to customer activations to industry events – across the company’s wide portfolio of premium spirit brands, including The Macallan, Highland Park, The Glenrothes, Brugal 1888, House of Suntory, Courvoisier, Laphroaig and Maker’s Mark amongst others.
With over 15 years’ experience in the drinks industry, Andrea is a respected figure in the spirits category having worked both at some of the most prestigious and highly respected establishments across London, as well as for leading brands, creating global advocacy programmes and education platforms for ambassador teams.
With this she brings extensive experience in mentorship and project leadership as she heads up the company’s extensive advocacy team, including Edrington UK’s core Brand Ambassadors, Whisky Specialists and Serve Specialists, uniting them to create one centre of advocacy excellence, driving them to achieve the business’s brand ambitions through best-in-class advocacy and brand building.
Following another challenging start to the year for the hospitality industry, Andrea’s appointment comes during a crucial time as the on-trade looks towards recovery.
Zak Laurence-Whalley, General Manager at Edrington UK, said: “Advocacy has always been at the heart of Edrington UK’s brand-building strategies. We have delivered a wide range of globally recognised advocacy projects across our brands such as the House of Suntory Dojo programme, The Macallan and Rosewood London Partnership, and our bartender community space ‘Tending to the Tenders’ at London Cocktail Week. Andrea’s appointment is a vital step in recognising our advocacy successes to date and demonstrates our commitment to advocacy as a business.
Consumers are discovering new and vibrant ways to enjoy dark spirits and the opportunity for the category is vast. Edrington UK has an enviable premium dark spirits portfolio, and we are perfectly placed to lead the charge. By investing in high-calibre talent to create and execute our advocacy strategies, we are able to transform the premium spirits category hand-in-hand with our customers. We are excited to see Andrea drive our brand building vision forward.”
Commenting on her new role, Andrea stated: “I am honoured to be appointed as Edrington’s UK’ new Head of Advocacy for the UK. Having spent the last four years dedicating myself to single malts, I am delighted to be working with such a rich, premium dark spirits portfolio. As we continue to accelerate our brands in the premium space, I’m looking forward to bringing my experience to support and unite our advocacy team to drive our business vision forward.”
Berry Bros. & Rudd Spirits is delighted to have won two awards in Whisky Magazine’s prestigious World Whisky Design Awards. The Glenrothes Single Cask 1970 #10573, the inaugural release in the Extraordinary Cask Collection, won World’s Best Single Malt Limited Edition as well as the overall title of World’s Best Design.
The World Whiskies Design Awards recognise excellence in bottle, label and pack design on an annual basis and are judged by an international panel of design experts.
According to Rob Allanson, Editor of Whisky Magazine; “This year saw some excellent designs put before the judges, who had many long and detailed discussions before settling on the winners. However, with its stunning clear lines and excellent presentation, the design of The Glenrothes Extraordinary Cask stood head and shoulders above its peers.”
Luke Tegner, Brands Marketing Director of Berry Bros. & Rudd Sprits, added; “Our primary obsession at The Glenrothes is the quality of our whisky. A malt as venerable and outstanding as our 1970 single cask merits the same level of care and attention in its design and packaging that we adhere to in our whisky-making and maturation.”
The Glenrothes 1970 Extraordinary Cask #10573 is available from Berry Bros. & Rudd and its representatives in key markets.
Prices will start at £3,000 (€4,000 or $5,000) and upwards per bottle.
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