Whisky Focus - Glenfiddich Malt Mastermind Competition

Search for Glenfiddich Malt Mastermind gets underway.

Glenfiddich, the UK’s number one malt whisky, has announced the start of this year’s Glenfiddich Malt Mastermind competition. After a successful launch in 2010, the on-trade initiative has been developed for 2011 to showcase the trade’s most passionate malt enthusiasts.

The competition, which is open to anyone who works in the UK on-trade, will be hosted by Glenfiddich Brand Ambassador, Jamie Milne.

Jamie Milne, comments: "The Glenfiddich Malt Mastermind competition will build on our One Day You Will marketing platform by inspiring bartenders to show off malt whisky knowledge and innovative serves. Malt whisky is an increasingly exciting category and continues to attract new drinkers who are keen to explore the complex flavours malt has on offer.

"Through this competition, which reflects our pioneering spirit, we are looking to create a host of new ambassadors who can help to demystify the category, raise the credentials of malt whisky and show consumers how versatile and accessible the liquid can be."

To enter the Glenfiddich Malt Mastermind competition, candidates should visit www.glenfiddich.co.uk/maltmastermind and complete a straightforward questionnaire. Alternatively, entrants can enter by post by requesting an application (see details in Notes to Editors). The closing date for entries to the Glenfiddich Malt Mastermind competition is Sunday 9th October 2011.

Finalists will be invited to a top venue in London later in the year where they will need to demonstrate their whisky skills and serves to a panel of judges – the panel will comprise industry experts. The winner will receive a trophy, a £1,000 cash prize and a VIP trip to the Glenfiddich distillery where they will get the exclusive opportunity to taste a range of rare expressions.

Glenfiddich remains the number one brand in the UK and continues to witness year on year growth. It currently has a 15% share of the malt whisky market in the on-trade¹. The brand is also showing growth in the off-trade.
 

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