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SMWS ambassador Georgie Bell joins Diageo

Georgie Bell, formerly global ambassador for the Scotch Malt Whisky Society, joined Diageo this month as a global brand ambassador to promote its new range of Mortlach single malt Scotch whiskies being launched later this year.

Ewan Gunn, global Scotch whisky ambassador at Diageo, says: “We are all delighted that Georgie, with her extensive knowledge of the production, marketing and communications sides of the Scotch whisky industry, has agreed to join us and support our significant new initiative for Mortlach. In her short time as roving brand ambassador at the SMWS, Georgie has made a huge impact on the whisky world, engaging influencers and consumers in many key global markets, and deploying her knowledge, energy, passion and experience of the luxury spirits sector to promote Scotch whisky. She will have a key role to play, alongside our other blobal brand ambassadors, in the promotion of Mortlach.”

Diageo announced in November that it planned to make four new expressions of the highly complex and richly flavoured Mortlach single malt Scotch whisky, distilled in Dufftown since 1823, available in the global travel and luxury connoisseur markets from mid-2014. The doubling of capacity at Mortlach Distillery, involving the exact replication of the existing stillhouse, was announced in April 2013.

Georgie Bell studied at the University of Edinburgh. In 2012 the Worshipful Company of Distillers granted her their International Award for the Fundamentals in Distilling course, and she was granted Freedom of the Company in 2013. Georgie also holds a diploma in distillation from the Institute of Brewing & Distilling.

6 January 2014 - Felicity Murray The Drinks Report, editor