The Balvenie, has announced the appointment of Dr Andrew Forrester as the premium malt whisky’s new brand ambassador. 

Dr Forrester’s role will be to encourage trial of The Balvenie amongst malt enthusiasts and to promote The Balvenie’s handcrafted premium credentials through tastings and staff training. He will work on developing The Balvenie’s on-going partnership programme with complementary luxury brands. 

Kathy Roe, Senior Brand Manager for The Balvenie comments: “We are delighted to have Andy on board. The Balvenie is an exceptional range of single malts and we are looking to continue to develop our education for the off-trade.  Andy will be an asset in helping us to further communicate the brand’s credentials directly to consumers.”The Balvenie continues to enjoy on and off-trade success.  In the off-trade, the brand is performing ahead of the total malt sector with year on year growth of +31%.

Dr Forrester’s first burst of activity for The Balvenie is currently underway.  Building on the brand’s existing relationship with bespoke tailors, Gieves and Hawkes, the new brand ambassador is running a series of tastings in stores alongside new partner, Sir Hans Sloane, the world-class chocolatiers.  Sir Hans Sloane has created a range of chocolates which, like The Balvenie, are handcrafted. Some of the chocolates contain the premium whisky to complement the range of malts.

The Balvenie tastings at Gieves and Hawkes stores will take place over the coming months, reinforcing the brand’s commitment to building relationships with key consumers.  Customer tasting events will be taking place at stores in London, Liverpool, Birmingham, Bath, Leeds and Winchester.