Matthew C.
Chivas Regal Brand Ambassador
International graduate Programme Chivas International Graduate Programme
Country United Kingdom
Job Category Brand Ambassador

About Matthew

Key Experiences

Music & Business at Aberdeen University to CBL Whisky Brand Ambassador
I was a perpetual student at The University of Aberdeen studying both BA (Hons) Music (2007-2011) and MA Management Studies (2012-2015). During my summer vacations as a student I returned home to Speyside, working in the Chivas Brothers heritage team, primarily at The Glenlivet Distillery as well as Aberlour and Strathisla Distilleries. Whisky became a real passion for me in this time, and I realised I wanted to continue working in the industry on finishing my university studies. Working alongside Global Brand Ambassadors in the heritage team I saw first hand what the 'Brand Ambassador' role involved as well as opportunities to discuss the role with the team. I realised being a Whisky Brand Ambassador is what I wanted to do so applied for the CBL Graduate Programme in order to take on a graduate role with in the company.

Current Position

Speyside to Stateside: Sharing my passion and knowledge of whisky!
As a Chivas Regal Brand Ambassador my role is to educate and inspire consumers and customers about the brand. The main think to understand about the role is that no two days are the same. One day you'll be running an intimate training and sampling session with key customer accounts at one end of the country, and the next organising and hosting a large consumer event at the other. There is always of course paperwork behind the scenes that needs kept up-to-date. For year 1 of the Graduate Programme I was a Chivas Regal Brand Ambassador based in Edinburgh, Scotland covering the North of the UK. For year 2 I moved out to Miami, Florida covering the state in the same role. I am currently in Cape Town, South Africa for year 3.

Main Motivations

My job is to share my passion with others. What could be better!
If you are passionate about whisky this is the role for you. You get paid to learn more about whisky, taste new and old whiskies, talk to others in the whisky industry and share all these learning's with others. What's not to like!

Top Advice

"What would you like to do if money were no object?"
This question by British philosopher Alan Watts "what would you like to do if money were no object?" is something I've always tried to keep front of mind when thinking about my future career. In essence I think you need to find 'a job' that to you doesn't feel like 'a job' in the traditional sense. By this I don't mean you shouldn't work hard. You should work hard but should enjoy doing it. You should find reward in the day-to-day activity. Most important you should be passionate about what you do. The getting paid is almost an added bonus! Asking myself this question I thought about what I'm passionate about, then tried to find a role reflecting this.

Greatest Achievement

Representing the company at the world renowned 'Spirit of Speyside'
The 'Spirit of Speyside' is one of the worlds most renowned whisky festivals, bringing enthusiasts from all across the globe to Speyside. I represented the brand and company across the festival at various events, but most notably at an event I organised myself taking place in The Highlander Inn. The Highlander is not only one of Scotland's top whisky bars and a festival hub for the 'who's who' in whisky but the local in my home town/village of Craigellachie. The event was a sell-out with one of the fastest online ticket sales for the festival. It brought enthusiasts and experts in from all over the world, all of whom were extremely complementary on my knowledge and of my event as a whole. The greatest achievement in my eyes however was being complimented by the owner and whisky guru Mr Tatsuya Minagawa on the event, with plans to repeat it at the following years festival.

Pernod Ricard

Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of € 8,558 million in 2014/15. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier- Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, Graffigna and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 80 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.

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