Whisky Ambassador - accredited whisky training - The UK's only accredited whisky training programme

Whisky Ambassador Ltd.


The Whisky Ambassador programme is the original accredited Scotch Whisky training course. Designed both for the Licensed trade and those seeking a comprehensive grasp of Scotch, the course gives you the knowledge, skills and confidence to talk to customers about Scotland’s national drink, furthermore improving customer experience and exponentially increasing sales of Scotland in a glass.® Having been established for a number of years in Scotland, the Whisky Ambassador’s emphasis on immersive and interactive learning has seen our courses rapidly expand to spread intimate knowledge of Scotch whisky across 22 countries and six continents.

There’s never been a more exciting time to immerse yourself in the taste of Scotland.

The programme can be delivered at our premises or yours or a venue to suit.

The Whisky Ambassador is a one-day programme covering:

  • The economic impact of Scotch 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
  • Practical and written exams

The programme is accredited by BIIAB, the UK’s leading provider of qualifications for the licensed trade.

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Upcoming courses & training


The Whisky Ambassador programme 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* 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 programme 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 programme 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

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.

A Philp, Food and Beverage Manager, Trump Golf Scotland

The Whisky Ambassador course was a delight. Their trainers were professional and highly motivational. The programme has heightened our staff training programme and the delivery of the training was nothing but seamless. Thank you both to Sue and Jo

Murray MacLean, General manager, Culloden House Hotel, Inverness

Featured Whisky Ambassador venues

Certify your venue

Our Whisky Ambassador Accreditation is the best means of ensuring your venue is fully prepared to confidently up-sell whisky.  From this, any venues that show a passion for whisky and for ensuring outstanding customer service can become certified venues by having accredited Whisky Ambassadors.

Certified venues can be featured on our website. In turn, customers looking for the best whisky experiences can easily find you.

Contact us for details and options.

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