Edrington UK appoints new head of advocacy

Edrington UK has appointed spirits professional Andrea Montague as head of advocacy, a newly created role in the business.

Montague has more than 15 years' experience in the drinks industry, including at hospitality venues in London and in ambassadorship and education for drinks brands.

As Edrington UK's head of advocacy, she will lead brand advocacy, education and training, from bartender engagement to consumer activations to industry events, across the company's portfolio, which includes The Macallan, Highland Park, Laphroaig, Brugal 1888, Courvoisier, Maker's Mark and others.

Zak Laurence-Whalley, general manager at Edrington UK, said: "Advocacy has always been at the heart of Edrington UK's brand-building strategies. We have delivered a wide range of globally recognised advocacy projects across our brands such as the House of Suntory Dojo programme, The Macallan and Rosewood London Partnership, and our bartender community space 'Tending to the Tenders' at London Cocktail Week. Andrea's appointment is a vital step in recognising our advocacy successes to date and demonstrates our commitment to advocacy as a business.

"Consumers are discovering new and vibrant ways to enjoy dark spirits and the opportunity for the category is vast. Edrington UK has an enviable premium dark spirits portfolio, and we are perfectly placed to lead the charge."

Of her new role, Montague said: "I am honoured to be appointed as Edrington UK's new head of advocacy. Having spent the last four years dedicating myself to single malts, I am delighted to be working with such a rich, premium dark spirits portfolio. As we continue to accelerate our brands in the premium space, I'm looking forward to bringing my experience to support and unite our advocacy team to drive our business vision forward."

10 March 2022 - Bethany Whymark