Topic: A Sip of Knowledge with Andrew Weir, US Brand Leader for Aberlour Single Malt Scotch Whisky

Hosts: Liz Rhoades, Lew Bryson, & Martin Duffy

What You'll Learn: Join a trio of drink industry veterans in weekly conversation on whiskey, spirits, distilling, marketing, and the current state of the drink industry. This week, Andrew Weir,  US Brand Leader for Aberlour Single Malt Scotch Whisky, joins the group.

After an acting career, which began at the ripe age of 13 and included an appearance in Mel Gibson’s Braveheart and five years in Children’s and Comedy at the BBC, Andrew (James) Weir has carved a diverse and unconventional career path since relocating from his native Scotland to the USA. Since his arrival in 2005 he has worked within a variety of marketing, communications, and leadership roles.

Weir currently serves as the US Brand Lead for Aberlour Single Malt Scotch Whisky, part of the Pernod Ricard New Brand Ventures portfolio. In this role, Weir has the privilege of overseeing all aspects of the brand’s business in the US and is spearheading an exciting new phase of growth for this iconic distillery.

Prior to joining Aberlour, Weir worked with distiller William Grant & Sons, first as the US Ambassador for The Balvenie Single Malt Scotch – which allowed him to engage and entertain tens of thousands of Americans as he shared his extensive knowledge of Scotch whisky – before progressing to the roles of Brand Manager and Senior Brand Manager. Weir led The Balvenie within the entire US – the brand’s largest market – through a period of substantial growth driven by a robust marketing program, the highlight of which saw him co-create and produce the award-winning online series “Raw Craft” with Anthony Bourdain. Subsequent roles with William Grant & Sons included Director of Trade Marketing, working across the company’s portfolio of spirits in the US.

Prior to entering the spirits world, Weir worked as a PR representative and US-wide Media Ambassador for VisitBritain – the National Tourism office for England, Scotland and Wales. Back in Scotland, Weir launched and ran two entertainment businesses and is one of the world’s leading performers of the works of Robert Burns. He can be seen as the face of Scotland’s iconic poet on the Government website Scotland.org.

Weir maintains a keen interest in the arts as well as Scottish culture; notably as an active US board member of the National Theatre of Scotland. While he and his family currently call New York home, he remains firmly connected to South West Scotland, where he was born and raised.

Liz Rhoades, founder of Spirit Safe Consulting, former research scientist for DIAGEO, distilling consultant, spirits writer for The Whiskey Wash & presenter.

Lew Bryson, former managing editor for Whisky Advocate Magazine for 20 years, whiskey author, beer/whiskey writer and presenter.

Martin Duffy, former DIAGEO Master of Whisky for the Midwest, DIAGEO Reserve Brand Ambassador for The Republic of Ireland, North American Brand Representative for Glencairn Crystal.