What Makes a Great Brand Ambassador? Kieron Elliott of The Macallan

Kieron Elliott is the National Brand Ambassador for The Macallan. The Macallan is a single malt Scotch whisky distillery located in Craigellachie, Moray, Scotland. The Macallan's 10 spirit stills are the smallest in Speyside and their whisky is highly prized by collectors and enthusiasts.

Kieron Elliott

What attracted you to the industry?

I was drawn to the bar and spirits industry initially at college as it was a great way to earn money while being in a social setting and over the years I started to become more and more enamored with the culture and finer details surrounding higher-end mixology and eventually scotch. Now it’s the opportunity to wax lyrical about my homeland, Scotland, its history and heritage and of course the wonderful products we export, like Scotch whisky.  

How and when did you get started as a brand ambassador?

I’ve always had bar jobs to support my ambitions of being a TV host, voice-over artist, and standup comedian and it was at a stand-up gig that I met the brand ambassador for Highland Park, The Macallan’s sister brand. We got talking about scotch and I started assisting him at events. I then learned that they were looking for someone to represent The Macallan and I was lucky enough to be selected.

What does your job entail?

The job is multifaceted but, at the very heart of it, the main duties are to extol the virtues of the brand. This entails running events, high-end product allocation, dealing with the media, creating and posting meaningful social media content, handling requests for information from consumers, hosting national product launches, etc. There’s lots more besides but that’s a large percentage of it.

Why did you choose this brand to represent? 

The Macallan is regarded by many as the ultimate luxury spirit and it’s a true honor to be trusted with stewarding this centuries-old brand and bringing it to the lips and hearts of new and old consumers alike. There’s a feeling within The Macallan brand ambassador community that we’re just the latest in a long and storied line of enthusiasts who care deeply about the heritage and onward trajectory of this much loved Single Malt and its humbling to be a small part of its history.  

What are the qualifications for being a great brand ambassador?

It’s a funny role. You need the confidence to be able to command a room without the need to control it. The ego is to be able to stand up in front of hundreds of people but the humility to wrap it up when they’re bored. You definitely need the ability to read a room and pivot your presentations to suit the moment but also the ability to either hone down to the key points for a 5-minute elevator pitch or deliver an hour at the drop of a hat, depending on the situation. As a result, I don’t over-prepare and try to remain as fluid and mailable as possible. That said, having a great brand that people are excited to hear about REALLY helps.

What are the biggest misconceptions people have about brand ambassadors?

The biggest misconception is that we're just out there getting drunk and partying every night but, at least with The Macallan, this couldn’t be farther from the truth. True we’re often in social environments but, as the face of a luxury brand, it’s imperative that a luxury look and feel is maintained at all times and that obviously includes not overindulging.  

What do you like best about being a brand ambassador? 

I truly love talking about Scotland, our history and heritage, a product that’s world-famous, and a brand that’s highly regarded. I also really enjoy being around people who appreciate the finer things in life and have worked hard to achieve them. I’m fortunate enough that I get to choose who to work with so I do a lot of charity events and really enjoy feeling like I’m giving back a little.

What trends do you see right now in the cocktail/spirits world?

Single Malt Scotch is still doing really well, even 15 years into this current surge in popularity with ultra-prestige and luxury bottlings performing very well. Gin is making a slow comeback. It’s now more popular than Vodka in the UK and we’re starting to see that trend replicated here in the US. American whiskies are still on fire with The Old Fashioned still king of the American Whiskey cocktail but mixologists are starting to get more creative and thinking outside the accepted norms and Rum is also slowly rising which I’m really happy about as I love a good aged Rum.

What’s something surprising about the brand that most people don’t know?

Edrington, the parent company of The Macallan, is owned by Scotland’s largest independently owned charity, The Roberson Trust and once we’ve paid for the operational costs and wages, etc, a very large percentage of our profits go to charities all over the world. We even get 4 giving more days a year to do charity work, help in our local communities, clean up beaches or give blood, etc. We don’t lead with this information but it’s core to our DNA and our very reason for being. It’s incredible to work for a company that you know for a fact is basically run with the express intention of making a tangible difference in the world… one delicious dram at a time.  

What’s one of your favorite cocktail recipes? 

I love a Boulevardier but Campari is a little too bitter for my palate so I split the difference with a little Aperol. I think The Macallan Double Cask 12 in particular works really well with Aperol so I’ve named this cocktail the Holy Mac-erol.  

The Holy Mac-erol

1oz of The Macallan Double Cask 12

1oz Carpano Antiqua

1/2oz Campari

1/2oz Aperol

Fee’s chocolate and orange bitters.

Serve on the rocks.