A Spirited Conversation with Alex Walker - National Brand Ambassador for Glenfiddich
Alex Walker - Glenfiddich National Brand Ambassador
In this interview, Glenfiddich National Brand Ambassador, Alex Walker, answered a range of questions about his work, travel and experiances with Glenfiddich plus an insight into his personal life and more.
Because of how passionate he is about his profession, Alex Walker, immediately stood out to me as someone I should interview. After briefly discussing things on social media, I was eager to send him some questions.
Alex is a passionate brand ambassador who is always open to sharing his thoughts and ideas. He was a fantastic fit for this interview due to his breadth of knowledge and understanding of Glenfiddich, and he is the ideal source of information for any-and-all whisky connoisseurs throughout the world.
At the very least, reading our illuminating Q&A below will provide you some rare insight into what it takes to be a successful ambassador for such a renowned spirit.
If you don't mind, for those who don't know you. Could you briefly introduce yourself and the work you do for Glenfiddich?
My name is Alex Walker and I am the National Brand Ambassador for Glenfiddich Single Malt Scotch Whisky. I have been with Glenfiddich since March 2019.
What are some of the most crucial characteristics you have that allow you to be a brand ambassador, and do you have any advice for somebody who might want to follow in your footsteps?
I have been in hospitality for around 10 years now and came into the role from a bartending On-Trade background. My advice would be to have a strong love for the hospitality industry and for the world of whisky too.
Do you frequently travel for work? If so, where's the best place you've shared a Glenfiddich whisky?
My role covers essentially everything that isn’t Scotland in the UK, however I do head to Scotland often for work and to visit our distillery. Most recently I had the opportunity to host guests on the Belmont Royal Scotsman and enjoy a few drams on board a luxury train. I also have been lucky enough to travel to Stockholm twice and have to say that enjoying a dram overlooking a frozen fjord surrounded by friends was very memorable indeed.
Can you describe the distillery experience for me, including everything you can do there and what its like?
The Distillery tour begins with a history session in the reception area which is decorated with the Grant Family Tree as well as a pictorial timeline, bringing key moments of Glenfiddich’s history to life.
Guests then walk through the courtyard, which dates back to 1886, to begin the production tour that encompasses every step of the distillation process. The tour includes the new and architecturally stunning Still House 3 and culminates in a visit to Warehouse 8, home to the Solera Vat which was introduced in 1998 and has been kept half full of whisky ever since. This is where the 15 year old is made.
After the tour comes a tutored tasting – an opportunity to enjoy our flagship collection of 12, 15 and 18 as well as either one of the Grand Series whiskies or something from the Experimental Series.
In addition to the Glenfiddich Distillery Tour we have the Solera Deconstructed Tour. As mentioned, Warehouse 8 is home to our unique Solera process which is the reason behind this Glenfiddich experience. The journey begins with a tour of the Glenfiddich production areas and a walk round Warehouse 8 before a session in the Blending Room. Guests taste cask strength samples of 15 year old Glenfiddich which they then use to create their own blend. Each guest will bottle a small sample of their own creation to keep.
We also have a Gift Shop where distillery exclusives can be purchased as well as Glenfiddich items such as cashmere stoles, leather luggage tags and hand-crafted glassware. There are people on hand throughout the journey at Glenfiddich to help with anything you may need.
Many individuals dislike whisky that is bottled at 40%, like some Glenfiddich bottles are. What can you say to convince them that whisky this at this strength can and is actually good? Also why do you believe people have started to consider the regular 40% whisky to be inferior to higher strengths and cask strength variants?
“I believe that you should enjoy whisky however you enjoy it.”
To the vast majority of consumers cask strength is way too strong and is off-putting. Even at 40% some would recommend adding a drop of water to maximise the aroma and taste of our whisky. We appreciate a small number of whisky connoisseurs who enjoy whisky at a higher ABV and we do have a few expressions such at the Experiment Series consisting of IPA Experiment, Project XX, Winter Storm, Fire & Cane and the most recent Experimental release Orchard Experiment. We also have travel retail exclusives at a higher ABV such as Perpetual Collection Vats 3 and 4.
Could you possibly walk us through the amazing and varied core range, explain the differences between them, and perhaps share your favourite core range expression with us?
“Our core range comprises of Our Original Twelve Year Old, Our Solera Fifteen Year Old and Our Small Batch Eighteen Year Old.”
Glenfiddich 12 Year Old is our original and definitive whisky, and the world’s most iconic single malt. Always matured in Oloroso sherry and bourbon casks for at least 12 years. Always married in oak tuns for depth and balance - Which provide fresh apple and pear notes. As well as creamy, rich vanilla notes and subtle oak flavours.
Glenfiddich 15 Year Old embodies our ingenuity and inventiveness. Inspired by Spanish sherry bodegas, we marry, mellow, and intensify our malts in large oak Solera vats to create deeper, warmer flavours. Never emptied, they host an infinity of malts, for complexity and harmony. Silky smooth, revealing layers of sherry oak, marzipan, cinnamon and ginger. Full-bodied and bursting with flavour, with rich and lingering sweetness.
Glenfiddich 18 Year Old embodies our Glenfiddich flavour lineage. Patiently aged in Oloroso sherry and bourbon casks for 18 years then married in small batches of only 150 casks. Age mellows and ripens our signature summer notes. Marrying intensifies the elegance and Richly delivers luxurious dried fruit, candy peel and dates. Overlaid with elegant oak notes.
Since whisky drinkers and buyers want to know all the details, transparency is crucial in the whisky industry right now. Does Glenfiddich employ transparency in any way? If yes, please describe.
Yes, we are fully transparent for our full production. We source all our water from the Robbie Dhu spring from mashing all the way through to bottling and we encourage visitor access to the full process at distillery. We are also very open about the cask types used within every expression and any additional marrying or cask finishes.
What is it about Glenfiddich that makes it so endearing? I mean, in my opinion, the present range has something to offer everyone. What, in your opinion, distinguishes the brand from its rivals and makes it more approachable?
At Glenfiddich we have been pushing boundaries in the whisky world since 1887 thanks to our forward thinking, constant experimentation, and maverick spirit. We have a very clear “house style” and we work very hard to ensure consistency in every bottle meaning the final consumer can rely on the quality of what they are buying. Our style of oaky, fruity single malt is very appealing and has proven to be a wining flavour profile for many decades.
Do you know what Glenfiddich's plans for the future are? Can you provide us some inside information? Is there a top-secret project in the works? Do you have any scoops for us?
Most recently we have released our Time Re:imagined series of whiskies, which include our brand new 30yo Suspended Time, 40yo Cumulative Time and 50yo Simultaneous Time.
We have been pushing boundaries in the world of whisky for the past 135 years and we continue to do so.
“We are always working on new innovations, but unfortunately, I can’t disclose what is in the works at this moment.”
Walker is a Glenfiddich whiskey specialist who also likes to workout and keep himself fit and well outside of work. During the interview, he stated, "I love to cycle, go to the gym, and occasionally go running." This dedication to fitness not only helps him to maintain a healthy and balanced lifestyle, but it also allows him to offer a unique perspective to his profession, as he noted, “I live and breathe my brand every day and feel very lucky to be able to work for such and amazing brand and business.” A wonderful, humanising ability stemming from some shared interests, that he no doubt employs on a daily basis, working as an alcohol brand ambassador, since he is able to communicate with a varied spectrum of individuals and gain and grasp a look into their unique interests and lives, which maybe not related to the spirit we all know and love (Glenfiddich).
