Glenfiddich, the UK's number 1 malt whisky, has announced the launch of the first ever Glenfiddich Malt Mastermind of the Year Award. The on-trade initiative will showcase the trade's most passionate malt enthusiasts, encouraging bartenders to demonstrate their knowledge on all things whisky.
The competition is open to anyone in the on-trade and will reward an individual with the accolade of being the Glenfiddich Malt Mastermind of the Year. In addition, the winner will receive a trophy, £1000 cash prize and a VIP trip to the Glenfiddich distillery where they will get the exclusive opportunity to taste a range of rare expressions.
The launch of the competition, which will culminate in a ceremony in London at the end of the year, comes as Glenfiddich appoints its first-ever brand ambassador. Jamie Milne has joined the team at First Drinks and will play a pivotal role in the search for the Malt Mastermind of the Year, including head of the judging panel.
Andy Corris, Senior Brand Manager for Glenfiddich at First Drinks, comments: "This is a really exciting time for Glenfiddich. The brand continues to go from strength to strength and by launching these new awards, we hope to further raise awareness of the brand's credentials in the on-trade and encourage a new generation of ambassadors for Glenfiddich.
"Glenfiddich is all about discovery and pioneering the category and the Malt Mastermind of the Year competition encourages the on-trade to do just this. The trade is a showcase for malt whisky and key to encouraging trial in both the on and off-trade."