William Grant & Sons taps Brett Bayly for the role of regional brand ambassador for its Glenfiddich brand, vacated by Matthew Fergusson-Stewart in August last year.
The brand ambassadorial role, especially for the whisky business, can be extremely critical for brands that are looking to penetrate new markets or growing mature ones. Be it hosting whisky dinners or masterclasses, these esteemed men and women are tastemakers in their own right. And when a new whisky brand ambassador is announced, whisky communities around the world tend to sit up and take note.
It’s likely to be the same with Brett Bayly, whom William Grant & Sons just appointed as its brand ambassador for its flagship Scotch whisky brand Glenfiddich, covering the Southeast Asia region and which include countries such as Singapore, Malaysia, Philippines, and Thailand. The 31-year old Australian native has some 12 years of experience in bar and restaurant management, and most recently was instrumental in launching and growing the Australian franchise St. Louis House of Fine Ice Cream and Dessert in the Philippines.
In his new role, Bayly is expected to have a hand in generating brand awareness for the Speyside Scotch whisky brand, building brand advocacy, and fronting consumers, bars, restaurants, and press in the region. He will also take the lead in the strategy and operations of the Glenfiddich’s World’s Most Experimental Bartender 2019 competition in the Philippines, Singapore and Thailand.
“I have always aspired towards this role, especially after interacting with and gaining insight from many brand ambassadors across the years in Australia. I’m undeniably excited to embark on this new journey with a brand that is always looking to reinvent itself and push boundaries in the industry,” shares Bayly.
“Brett’s experiences in entrepreneurship and business management will help him strengthen the Glenfiddich brand in the region in an innovative way. His bold and maverick spirit also makes him a natural fit for Glenfiddich,” says William Grant & Sons’ global brand ambassador Struan Grant Ralph.
Bayly will have big shoes to fill. That role was previously held by Matthew Fergusson-Stewart, who’s not only a familiar face in whisky circles across the region, but also landed the accolade of Whisky Magazine’s Icons of Whisky (Rest of World) Scotch Whisky Brand Ambassador of the year back in 2016. Fergusson-Stewart left to join TSH Corp to head marketing efforts for its various bar brands such as Quaich Bar, The Other Room, and Copper Plate, as well as whisky brands under its portfolio such as Deanston, Cadenhead, and Duncan Taylor.
Bayly will also be joining a team in a state of flux; aside from Fergusson-Stewart’s departure in August last year, William Grant & Sons’ Singapore regional office saw much of its marketing team leave in recent months including Head of Marketing for Southeast Asia, Timothea Slorach.