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New UK brand diplomat for Maker's Mark bourbon

Edrington UK has announced the appointment of its latest UK brand diplomat for Maker’s Mark bourbon, Charlotte Pederson.

Pederson’s new role will focus on brand engagement and education within the UK on- and -off trade, including providing bespoke educating programmes into the brand and bourbon category and supporting the brand development strategy.

Pederson will transition from her position as Edrington UK’s whisky specialist, where she played a key role as an education provider for the business’ portfolio of luxury and premium whiskies, including Highland Park, The Glenrothes, Bowmore and Laphroaig.

Commenting on her new role, Pederson said: “Maker’s Mark is not only an iconic American Whisky, but a brand that is committed to being a force for good, with years of industry-leading efforts to benefit the lives of their team, customers, communities and shared natural environment.  I could not be more excited to be the new Maker’s Mark Brand Diplomat in the UK to communicate these credentials as well as the rich brand story that sets Maker’s Mark apart. Having recently visited the home of Maker’s Mark at Star Hill Farm and seen where the magic happens, I am even more looking forward to sharing the exciting things in store for the brand this year.”

Andrea Montague, head of Advocacy at Edrington UK, added: “We are excited to see Charlotte transition into her new role as Maker’s Mark Brand Diplomat. Her experience and skillset gleaned through leading in-house training sessions and drink development strategies as Whisky Specialist means she is perfectly placed to shine in the role and continue educating others on this growing category.”

5 September 2023 - Bradley Weir