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

Whisky Ambassador Ltd.

+44 (0) 141 375 7666
+44 (0) 776 642 2376



3 Somerset Place
G3 7JT


Scotland in a Glass.

The Whisky Ambassador programme is the original accredited training course about whisky. Having been established for a number of years, it is now being delivered globally. It is a fun and interactive training programme designed specifically for the Licensed Trade, 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 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 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

Funding may be available for people who are resident in Scotland. Contact us for further details.

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


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


Arisaig 1  Arisaig 2

A video of Ooshka – our Scottish Drinks Festival held on Glasgow’s Tall Ship September 2015

We  also hold whisky tastings and events, whether for entertaining your Corporate Clients, Stag and Hen parties, Team events or festivals and local events. All events are bespoke so  contact us to discuss your requirements




Featured Whisky Ambassador venues

Certify your venue

Venues that show a passion for whisky and for ensuring oustanding customer service can become certified venues by having accredited Whisky Ambassadors.

Certified venues can be featured on our website so that customers looking for the best whisky experiences can easily find you.

Contact us for details and options.


Established in 2012, The Whisky Ambassador was the first whisky training course to be accredited by an awarding body. It was also the first accredited course designed exclusively for the Licensed Trade.

It is now operating globally, successfully enabling staff to engage with customers about this wonderful iconic product.

Everyone who delivers the programme has a passion for whisky and also has subject knowledge and industry experience. Just as important, they are all fully qualified trainers so make the learning experience fun and interactive.

We are not sponsored by any whisky company so you can be assured that we are completely independent and unbiased.


Our mission

To enhance knowledge and skills, one bar at a time


Get in touch

+44 (0) 141 375 7666
+44 (0) 776 642 2376


3 Somerset Place
G3 7JT

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