Search begins for UK Malt Mastermind

Glenfiddich has launched its first Malt Mastermind of the Year Award, to find the on-trade’s “most passionate malt enthusiast”.

The competition is open to anyone in the on-trade and the winner, apart from being crowned “Malt Mastermind of the Year”, will receive a £1,000 cash prize and a VIP tasting trip to the Glenfiddich distillery.

The launch of the competition coincides with the appointment of Jamie Milne of First Drinks as brand ambassador for the whisky.

Milne, who is new to the First Drinks team, will be heavily involved in selecting the eventual winner and will be heading up the judging panel throughout the year.

The first stage will see applicants answer a series of questions on malt whisky before giving details on serving suggestions they have created for Glenfiddich.

The judges will review all the entrant’s work and shortlist eight to attend a finalists’ lunch at the end of the year where the winner will be announced.

Andy Corris, senior brand manager for Glenfiddich at First Drinks, said: “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.

“By engaging with bartenders and helping them to fully understand and appreciate the malt category, we will help to boost overall sales. 

"We are confident that this latest activity for Glenfiddich will be a huge success and have the potential to become a regular fixture in the drinks calendar.”

The First Drinks marketing team will also be active in promoting the competition and encouraging admissions by directly visiting the trade and attending whisky events.

Rupert Millar, 31.08.2010