Everyone likes a prestigious job title and whisky specialist Gordon and MacPhail (G&M) has come up with a novel one as it targets growing demand for luxury goods around the world.
Former sales chief Stephen Rankin is now director of prestige at the Elgin-based company, it was announced yesterday.
G&M said Mr Rankin, who belongs to the fourth generation of family ownership, will “nurture and build relationships” for the firm’s range of single malts, with a particular focus on rare and aged whiskies, the company added.
In addition to conducting tastings, attending events and working with trade customers, he will host high net worth consumers to help build their knowledge of the firm’s premium products.
Demand for luxury produce is growing fast in countries such as China and India, where drinking expensive whisky is seen as classy and a sign of wealth.
G&M managing director Ewen Mackintosh said: “The appointment of Stephen is the next step in the company’s strategic plan.
“Over the next five years, the focus will be on building the premium credentials of the single malt whiskies within the portfolio.”
Mr Rankin added: “It is a privilege to take on this new role as it provides a wonderful opportunity to share the story of our whiskies with new customers and consumers around the world.”