Georgie Bell is the highly-respected Global Malts Ambassador for Bacardi and Dewar’s and promotes the work of the Aberfeldy, Aultmore, Craigellachie, Royal Brackla and The Deveron distilleries.
Simon Wittenberg caught up with her to find out more about her current role and the latest developments in the whisky industry.
Luxurious Magazine: What sparked your interest in whisky, as I understand that you originally disliked it?
Georgie Bell: I began my career in spirits as a bartender in Edinburgh while studying at the University of Edinburgh.
When I first tried Scotch, I didn’t immediately enjoy it – I believe the flavour of Scotch is an acquired taste (just like red wine or olives) – but I grew to like it through cocktails. That’s why today, I’m a big advocate of using single malts in cocktails.
But after that, I developed a huge passion for whisky – its history, provenance, depth and plethora of flavour, and the people involved in it. Whisky education has been my career for the last ten years.
LM: What have been your career highlights to date, and was it a big change moving from your home county of Essex to Scotland?
Georgie: I actually moved to Scotland when I was 18 for university. As my passion and career grew deeper within the area of Scotch, I ended up staying there for ten years. Three years ago, I moved back to London and have just bought a house here with my partner.
My spiritual home is still Scotland – I’m lucky enough to go there frequently, and I love nothing more than driving into the countryside and up into the valleys of Speyside – it’s so peaceful up there and incredibly rich in distilling history.
A recent career highlight was the global launch of Craigellachie 51. A typically collectable Scotch, we made the world’s most uncollectable whisky by Sharing the Rare – over 12 months, we gave away Craigellachie 51 for free to over 1,500 people across the world at a series of pop-up events.
A great chance to try a piece of liquid history and clink glasses with friends old and new.
LM: You achieved the highest mark globally in the Institute of Brewers and Distilling’s Diploma in Distillation. This must also be a major highlight on your CV.
Georgie: It really is! I’d just graduated with a geography degree and still had the educating bug, so I studied for two years to gain the diploma.
It was a huge milestone in my career – I was fascinated with the biochemistry/chemical engineering aspect of the course – and it really increased my passion for whisky.
I also got the highest mark in the world when I finished the diploma, and as a result, was granted freedom with the Worshipful Company of Distillers – a Livery Company that I am now a Liverman of.
LM: What does your job as Global Malts Ambassador entail, and what do you enjoy most about it?
Georgie: My job as Global Malts Ambassador involves educating and sharing stories of our five single malts with bartenders and whisky lovers across the world. I work alongside a network of other whisky brand ambassadors for Bacardi, and together, we share these stories in exciting and engaging ways.
A great example of this is with Aberfeldy and our Barrels and Bees program, where we host Aberfeldy and Honey tastings (Aberfeldy’s key flavour note is a honeyed richness); we work with beekeepers to raise awareness of the plight of the bee and how to use raw, terroir-driven honey in an Aberfeldy cocktail.
I enjoy every aspect of my job – it’s more than work for me; it’s a career and passion. I’m very lucky to work with some great colleagues and friends across the world and share whisky with so many interesting people.
LM: Do you regularly network with others on your travels to discuss the latest trends and developments in the whisky sector?
Georgie: Absolutely! One of the best perks of my role is travelling and talking to ambassadors and whisky drinkers across the world.
I’m also lucky to spend a lot of time in Scotland at the distilleries, thereby allowing me to keep up with the latest production techniques.
LM: Do you travel quite a lot to promote the five whisky brands in your current portfolio?
Georgie: Yes – I travel for around six months of the year; I’ve been a global whisky ambassador for almost eight years now, and I still get excited about the travelling aspect and working with / meeting friends across the world.
It’s an incredible part of the job, and I feel very lucky to be doing it.
LM: You are also co-founder of #OurWhisky, a social media campaign devised by yourself and Becky Paskin, editor of Scotchwhisky.com. It seeks to challenge the stereotypes around the typical whisky drinker to more accurately reflect the face of the modern consumer, but who is today’s customer in your opinion?
Georgie: Today, there isn’t a whisky consumer or one image. Whisky lovers come from all walks of life – what tends to unite them is their love for whisky.
It’s a drink that can be enjoyed by everyone, and we feel it’s important to demonstrate that by celebrating the gender and cultural diversity of the modern-day whisky drinker.
LM: How are you looking to change a traditionally male-dominated industry?
Georgie: The industry collectively is changing this image, although historically (and today), women have always been involved in the whisky industry.
Gone are the days where it’s ‘beer for the lad, white wine for the lass’ – there are no gender borders when it comes to drinks – like there shouldn’t be for anything, for that matter.
Through projects such as #OurWhisky, we are constantly beating the drum to make whisky more gender-inclusive and less regarded as a male-dominated industry.
During the last ten years, I’ve seen the gender balance of those into whisky and those drinking it change significantly. I can’t wait to see what the future holds!
LM: You have just launched the Aberfeldy 40-Year-Old, the distillery’s rarest and most distinguished Golden Dram. Please tell our readers a little more about it.
Georgie: Yes! This is something we are super excited about! Aberfeldy has recently unveiled their 40-Year-Old limited edition, their most rare and distinguished Golden Dram, with approximately 160 bottles released, each priced at £2,500.
For more than 120 years, Aberfeldy has been crafting some of Scotland’s most beguiling single malt whiskies, with the single cask being its ultimate expression.
Having rested in three separate oak casks since 22nd August 1978, Aberfeldy 40-Year-Old will be released in three single cask editions, giving collectors a chance to own each one.
All three casks are American oak, ex-bourbon hogsheads. To uncover a parcel of whisky of this age with such a distinct personality and excellence is, indeed, a rare find.
It is also a truly one-of-a-kind expression from Aberfeldy, where the bottle is only available from the distillery itself as a hand-bottled exclusive.
It’s an amazing experience to offer visitors at the distillery as they will get a chance to fill their own bottles by hand, directly from the cask, in the distillery’s historic warehouses.
The bottle will then be wax-dipped in gold and sealed before their very eyes – an unparalleled experience.
LM: What major releases can we expect to see in 2020?
Georgie: Well, if I told you that, it wouldn’t be a surprise! Keep your eyes peeled as we always have something up our sleeve (and treasures in our warehouse just waiting to be drunk and enjoyed).
LM: With all the knowledge that you have built up over the years, would you ever see yourself as a Master Distiller or Whisky Maker one day?
Georgie: Who knows what the future will hold!
LM: Are you a collector of whisky, or do you make sure that your hobbies are completely separate from your work?
Georgie: Funnily enough, a big passion of mine is travelling! When I’m not travelling for work, I’m travelling with my boyfriend.
I also enjoy running, swimming and cycling and try and set myself a sports challenge once a year. In 2019, it was open water swimming off the west coast of Scotland. For 2020. It’s the turn of marathon running.
LM: Thank you for your time Georgie, and it has been a pleasure talking to you.
Georgie: Thank you! Cheers!
You can discover more about Aberfeldy via an independent guide written by Graham Grieve at www.myvoyagescotland.com.
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