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Georgie Bell joins Bacardi

Georgie Bell has been appointed as global malts ambassador by Bacardi for its range of single malt scotch whiskies.

Bell started her career in the drinks industry as a bartender while studying at the University of Edinburgh. Thereafter, Georgie completed her diploma in distillation from the Institute of Brewing and Distilling. The Worshipful Company of Distillers granted Georgie its International Award for the Fundamentals in Distilling Course in 2012, and in 2013 she was granted Freedom of the Company. Her most recent position was global brand ambassador for Mortlach.

Bacardi launched a range of top-shelf whiskies in September 2014 and Georgie will have a role in promoting the brands worldwide, initially focusing on raising the profile of the single malts from Aberfeldy, Aultmore, Craigellachie, the Deveron and Royal Brackla in emerging markets. Bell will help develop new concepts by tapping into current and future whisky trends.

Showcasing the commitment and dedication to Scotch whisky, Bacardi will be developing an internal education program in which Bell will play a part. Ian Taylor, global brand director, malt whisky for Bacardi, says: “We are delighted to have Georgie on board, with her enthusiasm, knowledge and an incredible understanding of the global whisky market she will be a key member of the team; together we will aim to win over a new generation of whisky drinkers around the world.”

Bell adds: “I’m very excited to have joined a very talented global whisky and ambassador team as global malts ambassador. With Craigellachie, Aberfeldy, Aultmore, Royal Brackla and the Deveron in my case, I’ll be taking to the world and spreading the word about this incredibly strong line-up of single malt Scotch whiskies.”

27 September 2016 - Sam Coyne The Drinks Report, editorial assistant