The Contour of Luxury Spring/Summer 2018 | Page 154
Mitch Bechard
Glenfiddich Brand Ambassador
United States
H
ailing originally from Edinburgh, Glenfiddich
brand ambassador Mitch Bechard fell in love
with the Scotch Whisky industry at a young, albeit
legal, age and has been pursuing that passion
ever since. Born in Scotland, Mitch was fortunate
enough to spend his youth traveling the globe
with his family, during which time he developed
the kind of wanderlust that would become a
central part of his career. Beginning in 1990, he
started to take his first steps into the world of
food and drink, cutting his teeth in hotel manage-
ment, as well as running restaurants and cocktail
bars in places as f ar-flung as Portugal, England,
Scotland and Australia, as he traveled the globe
chasing his passion for the spirits industry.
The passion for whisky ultimately won out,
when he landed a job as the whisky ambassador
in the UK for the Diageo portfolio of whiskies.
Able to focus his attentions on his love of Single
Malt Scotches, his move took him to the US, to
join
William Grant & Sons as the Glenfiddich
Ambassador; the world’s most awarded Single
Malt Scotch whisky. During his 4 years in this
position he works within the on- and off-premise
to i ntroduce new marques to whisky enthusiasts,
and continues to share his love for single malts
with consumers, whether they are new to the
spirit or loyal Scotch drinkers.
In addition to being a self proclaimed whisky
geek, Mitch enjoys golf, tennis, snowboarding,
paddleboarding and most importantly spending
time with his wife and 7 year old daughter.