What Makes a Great Brand Ambassador? Stewart Buchanan of Benriach, Glendronach & Glenglassaugh

Stewart Buchanan, Brand Ambassador

How long have you been a brand ambassador and where are you based?

I have been the Global Brand Ambassador for Benriach, Glendronach, and Glenglassaugh since 2012. I'm based in the town of Elgin within an hour’s drive from all 3 distilleries

What attracted you to the industry?

I have been lucky that I started my career in the industry through the production route, from being a still operator/ engineer to warehouse and production management. It's been one of these natural progressions through every aspect of the industry.

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

In 2012 I moved into the ambassador position after almost 20 years in the industry. It was almost a reflection of how Single Malts have grown and spread across the world. With more markets across the globe to engage with, there was a growing thirst not only for the liquid but also for education and more detailed information from the category. I jumped at the chance at taking on the role and sharing my experience to consumers across the globe.

What is most challenging about being a brand ambassador?

There is such a demand for market visits and single malt tastings across the world, sometimes the most challenging thing is setting your diary making sure you fulfill all expectations and are physically able to get to the right place at the right time.

What are the qualifications for being a great brand ambassador?

There are many courses, accreditations, and qualifications you can take and achieve to gain knowledge in the category, but I believe they all can only build the foundation. The greatest knowledge comes from self-learning, being curious and taking all the information, and delivering with your own personal style. If I were to give you a one-word answer, the most important thing would be "PASSION!”

What does your job entail?

The basis of everything I do is education but hopefully I do that in a way which is fun! I can work with a huge cross-section of people on a daily basis, from training internal colleges, distributor partners, sales teams and bar/store staff to hosting tastings to every level of consumer from the novice to the connoisseur. I also have to work with mixologists and chefs to deliver an elevated level of interaction through dining or cocktail experiences, and then there's just the good old fashioned way of attending whisky shows and festivals across the globe getting liquid to lips. No two days are ever the same!

What are the biggest misconceptions people have about brand ambassadors?

I do laugh when some people think that because we work with single malt whisky every day is full of luxury and extravagance. I'm afraid I'm going to have to burst the bubble! It's 24/7 dedication in doing what we do best and it's not always quite as glamorous as some people might think.

What do you like best about being a brand ambassador?

Of course, I love the travel, seeing new places and meeting new people but the best thing is when you go back somewhere time after time and become more familiar with the place, the people truly become friends. Also seeing their passion and their knowledge of our brands and single malts, in general, grow over time is hugely rewarding.

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

I can only speak from a single malt perspective, but I do see a lot more diversity in the consumers and I love seeing a wider demographic enjoying our single malts. Consumers are more adventurous and look outside the larger, well-known brands. They’re discovering the other 138 or so other distilleries in Scotland. Also, single malts are being enjoyed in different ways other than just neat pours. Single malts are now breaking into the cocktail scene with most good bars offering a single malt cocktail on their drinks menu.

Why did you choose this brand to represent?

It might sound quite corny but the three brands we have truly are part of me!! Coming from the production side I was there at the start of the journey in bringing Benriach, The GlenDronach and Glenglassaugh together in our portfolio and now over 17 years later, getting to see the awards we have won, how they have grown, and how they are being revered and enjoyed across the world makes me immensely proud.

What’s one of your favorite cocktails?

That's an easy one! The Benriach Smoky Ten makes the most fantastic Penicillin, with the main ingredients being honey, ginger, and lemon this matches perfectly with the sublimely smooth layers of sun-ripened fruit, aromatic smoke, and toasted oak spice found in the Benriach Smoky Ten. Delicious!

Is there something surprising about the brand that most people don’t know?

The most surprising thing would be Benriach! It has an amazing history of continually searching for dramatic layers of flavor through production and maturation. The Benriach warehouses hold some of the oldest stock of highly peated single malt whisky in Speyside, which is extremely unusual for the region.

The Penicillin

2 oz. The Original Ten

¾ oz. Fresh Lemon Juice

¾ oz. Honey-Ginger Syrup

¼ oz. The Smoky Ten

Candied Ginger

Combine The Original Ten, juice and syrup in a shaker with ice and shake vigorously. Strain into a rocks glass over fresh ice. Top with The Smoky Ten. Garnish with a piece of candied ginger and enjoy.