As a barman turned ambassador, Grant’s Whisky Global Brand Ambassador, Danny Dyer is just beginning to experience the goodies accompanied with this role especially now that Grant’s Whisky has introduced a new bottle, the Triple Wood.
It’s been eleven months since the title of Grant’s Brand Ambassador (B.A.) was bestowed to him, out of 5000 applicants who submitted their entry globally, “Do you know what’s really funny,” says Danny Dyer, “That day I decided to apply for the role as Global B.A. of Grant’s Whisky, I was going through my daily routine behind the bar counter questioning my life decisions and whether I wanted to do this for the rest of my life.” As he was in deep thought, he took out his phone and logged into Facebook. “It was like a sign, I was scrolling and there it was on my feed, ‘Do you want to travel the world and sell whisky’ “ We now know how that story ended.
Acquiring the role of brand ambassador is not as easy as it looks, just like any other line of work, one needs to be passionate. Passionate about the whisky making craft and everything in between, from the maturation process to the bottling. It requires discipline and some form of wit, especially when finding new ways to attract whisky lovers and make the spirit more accessible to a wider audience. Danny’s life now involves travelling around the world promoting whiskies. “My role is pretty weird but the aim is always to increase awareness of our brands and drive sales,” comments Danny. ”Becoming a Global Ambassador has always been a dream goal for me and achieving it is odd because I now need to have a new goal as B.A. which includes getting people to talk and get hyped about Grant’s. The liquid is still as legendary, the bottle is great, so let’s have fun.”
Growing up in Aberlour on the North East of Scotland, Danny Dyer’s previous life prepared him for this exceptional role. He’s worked at a number of distilleries and exclusive clubs across Scotland where he gathered his knowledge of whisky over the years as a bartender. From working at The Mash Tun Whisky Bar, where he led tastings and went as far as writing a whisky tasting book touching base over one hundred different whiskies not leaving behind the art of whisky making. His passion for the industry has also seen him working at the Scotch malt whisky society as an ambassador.
Over the short duration of time that Danny Dyer has been Global Brand Ambassador of Grant’s Whisky, he’s travelled to nine countries around the world selling the refreshed brand, with every visit different from the last. It also happens to be his first visit to Africa, having made his first stop in Tanzania. Daniel was lucky enough to drive his way through Arusha to Nairobi where he got to interact with locals and explore nature – a view that he only witnessed in Nat Geo – as he drove through the Serengeti. He even got to taste a small bit of Nairobi’s nightlife scene when visiting J’s Fresh Bar and Kitchen.
But why now? For as long as we can all remember, Grant’s Whisky has always been that iconic bottle with the triangular shaped double rock glass, which we all have stashed somewhere in our cabinets. Why the new facelift? “Times have changed and we need to move with it and we now want everyone to feel part of Grant’s Whisky history,” he comments. For the few who were lucky enough to attend one of the many activations and training sessions that Danny has conducted since the launch of the new bottle in Nairobi, they can attest to his comments. “Grant’s whisky is the third top scotch whisky in the world and we need to shout about it. Us doing this, now, is to let everyone know that we are proud of our achievement. The team have done a fantastic job and it is a lot of hard work and effort from the Grants Family, everyone at the distilleries to the marketing team and all the distributors including you the consumer, it’s a group effort. We want everyone to be part of Grant’s history”
Not only does the new Grant’s Whisky come with a new refreshed bottle, but the brand name has also changed to Grant’s Triple Wood, derived from the three different casks used to mature the whisky. The Virgin Oak cask that gives it that spicy, ginger flavour, the second is the American Oak to infuse a subtle vanilla smoothness and lastly, Refill Bourbon for that sweetness.
If you take a closer look at the bottle, you’ll notice a phrase repeated on the bottle, ‘Stand Fast’. “Stand Fast is huge to us and it’s actually the first time it’s been on the bottle for over 25 years.” says Danny as he explains the story behind the phrase, “It is our clan motto that basically means to hold strong to your views. The story goes that there was a King running away from invaders with his men when he stopped at the hilltop of a small village called Vigil, very close to Dufftown where Grant’s distilleries were located. And that’s where he made his stance. He saw a small tree which he ripped out and said to his men – This is where we hold strong, this is where we fight them. This is where we stand fast, this is where we stand together – They held true to their views, stood together and fought.” So the next time you get yourself a Grant’s Triple Wood remember, you are drinking a great whisky, a whisky with history and you are now part of that history.
As we approach the December holidays and you are looking for a gift to give a friend who happens to be a whisky lover, Danny Dyer has the perfect recommendation for you, “Get them a gift of being able to play around with Grants, and that’s simple. Start by buying them a bottle of Grant’s Triple Wood and a cocktail kit.”