Bell, who started her career in the drinks industry as a bartender in Scotland while studying at the University of Edinburgh, has been poached from Diageo. She was global brand ambassador for its Mortlach scotch brand.
She completed her diploma in distillation from the Institute of Brewing and Distilling. The Worshipful Company of Distillers gave Gher its International Award for the Fundamentals in Distilling Course in 2012, and in 2013 she was granted Freedom of the Company.
Bacardi launched its range of ‘top-shelf' whiskies in September 2014 and Bell will have a key role in promoting the brands worldwide, focusing on raising the profile of the single malts from Aberfeldy, Aultmore, Craigellachie, The Deveron and Royal Brackla in emerging markets. Bacardi says Bell will also help develop new concepts by tapping into current and future whisky trends.
Showcasing the commitment and dedication to Scotch whisky, Bacardi says it will be developing an internal education programme in which Bell will play a vital part.
Ian Taylor, global brand director, malt whisky for Bacardi, said: “We are delighted to have Georgie on board, with her enthusiasm, knowledge and an incredible understanding of the global whisky market she will be a key member of the team; together we will aim to win over a new generation of whisky drinkers around the world.”