Tuesday, December 20, 2016


William Grant & Sons, has announced the appointment of its 100th Ambassador, as part of its programme of worldwide spirits experts, which was first established in 1999.

Richard Blanchard, who has been working for the company for three years, will take on the role of Glenfiddich Ambassador in Australia and New Zealand, as of January 2nd 2017.

William Grant & Sons 100th Ambassador - Richard Blanchard

The ambassador team now includes 9 global and 91 local ambassadors based in 25 countries who represent the distiller’s brands. The US has the highest concentration of ambassadors, led by Charlotte Voisey, Director of Advocacy US, while Glenfiddich single malt Scotch whisky has the largest team of 22 ambassadors.

The highly-regarded William Grant & Sons ambassador programme encompasses spirits experts who each represent one of the company’s portfolio brands including; Grant’s, Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore DEW, Monkey Shoulder and most recently Drambuie, which was acquired by William Grant & Sons in 2015.

The longest standing member of the ambassador team is Ludo Ducrocq, who now leads the programme globally. Ludo joined William Grant & Sons when the initiative was in its infancy with only one ambassador in 2000.

Commenting on the news Ludo Ducrocq said: ‘‘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. 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.’’

The programme is designed to introduce and educate media, trade partners and consumers about the distiller’s spirits. It was created in response to the growing interest in the brands and the need to have a dedicated face-to-face platform that would address the needs of media, consumers and trade.

Posted by Steve Rush