The Whisky Ambassador Program is the UK’s only accredited training course about whisky.  It is a fun and interactive training program designed specifically for the spirits and hospitality industry, giving staff the knowledge, skills and confidence to talk to customers about Scotland’s national drink.  This leads to better customer experience and increased sales.

The Voice of Whisky is a contracted partner of  The Whisky Ambassador Program and teaches the one-day program in the U.S. and North America covering:

  • The economic impact of whisky

  • How, when and where it all started

  • Where and how it’s made

  • Nosing and tasting

  • Mixers and cocktails

  • Sales and customer service

  • Drink less.  Drink better.

  • Other world whiskies.

Program Testimonials

"We are committed to promoting Scottish culture and heritage and helping make the country the toast of tourists. Training our staff to become Whisky Ambassadors is central to that. Whisky is just as much a part of Scotland’s story as its golf and we will offer the very best of both."

− Food and Beverage Manager, Trump Golf Scotland

"The Whisky Ambassador course was a delight. Their trainers were professional and highly motivational. The program has heightened our staff training program and the delivery of the training was nothing but seamless."

− Murray MacLean, General Manager, Culloden House Hotel, Inverness

"The Whisky Ambassador program will make a real impact on staff and management. You will be able to showcase Scotland's best known secret by unlocking its mysteries to regulars and tourists. Sound product knowledge, a brilliant offering and great service will drive customers into your premises. Investing in your work force in a positive manner encourages retention and develops skills widely needed in our industry. I recommend this course to everyone who is really interested in making their business work."

− Janet Hood, Accredited Licensing Specialist, Janet Hood Consulting

"In September of 2010 we re-opened the historic ‘Grand Central Hotel’ as a leading 4 star conference and leisure hotel. Our passion for providing extraordinary customer service is at the heart of our ability to ensure that what our guests experience is truly fantastic. Our staff have received outstanding training on the Whisky Ambassador Course which has enabled them to become more confident about the product they are selling in turn giving our customers service excellence. This is definitely a program we will be continuing to put our staff on!"

− Claire Cuthbertson, HR Manager, Grand Central Hotel, Glasgow

"As a luxury venue in a major tourist destination, it is vital to us that we maintain extremely high levels of customer service. The Whisky Ambassador program gives our staff confidence to talk to customers about our national drink and make recommendations. It has also motivated them to go away and learn more. Customers get a better experience which relates directly to profitability . It has been a win-win all round."

− Lorna Jackson, HR Manager, Radisson Blu Hotel, Glasgow