In many premises, knowledge of whisky is sparse, resulting in missed sales opportunities.
VisitScotland research suggests that many bar staff in the ‘home of Scotch’ struggle with even the most basic whisky facts. This comes at a time when customers and visitors are demanding more ‘Whisky Knowledge’ about the premium whisky products they increasingly want to drink. That’s why we’ve created

The Whisky Ambassador. It’s the UK’s ONLY accredited whisky training programme for the Licensed trade.