Glenfiddich mastermind search is on

UK: Glenfiddich has launched the 2011 Glenfiddich Malt Mastermind competition. The aim of the game is to find the “trade’s most passionate malt enthusiasts”.

The competition, which is open to anyone who works in the UK on-trade, will be promoted via PR, social media and on-trade events hosted by Glenfiddich brand ambassador, Jamie Milne.

Jamie Milne, brand ambassador for Glenfiddich, said: “The Glenfiddich Malt Mastermind competition will build on our One Day You Will marketing platform by inspiring bartenders to show off malt whisky knowledge and innovative serves.

“Through this competition…we are looking to create a host of new ambassadors who can help to demystify the category, raise the credentials of malt whisky and show consumers how versatile and accessible the liquid can be.”

To enter the Glenfiddich Malt Mastermind competition, candidates should visit and complete a straightforward questionnaire. The deadline is October 9.

Finalists will be invited to a "top venue" in London later in the year where they will need to demonstrate their whisky skills and serves to a panel of judges – the panel will comprise industry experts. The winner will receive a trophy, a £1,000 cash prize and a VIP trip to the Glenfiddich distillery.