Brand Ambassador, Chivas Brothers
Originally from Glasgow, Scotland, where the brand ambassador of Chivas Brothers, Joseph Shields, spent his first 18 years of life; he is now based in Dubai, UAE. Shields says he sometimes wonders how he found himself in the whiskey industry. After completing his high school education at Glasgow, he moved to the University of Aberdeen where he completed his Bachelor’s degree in Law and Diploma in Professional Legal Practice with Commendation. Having worked as sales, research and administrative assistant in numerous companies, Joe Shields became the Brand Ambassador of Chivas Brothers in September 2017. Business 360 interviewed Shields during his visit to Nepal. Excerpts:
What are the objectives behind your visit to Nepal?
My main objective is to understand the market, to explore, and also to share some fantastic whiskey with some fantastic people.
How has Chivas Brothers strategised its promotions in Nepal in the face of its competition with other leading scotch whiskies?
It is not just Nepal. The fact is that there are hundreds of whiskies in the world. We at Chivas Regal have a particular profile; not only the palate, but also the kind of consumer or the person who prefers Chivas Regal. If you are drinking Scottish Leader, Agronomic, Jose, or any other drinks, and if you drink Chivas Regal, you’ll feel the taste of a premium Scotch whiskey.
Of the myriad products under Chivas Brothers including Chivas Regal, Ballantine’s, Beefeater, which ones are mostly sold in the Nepali market or have a preference in South Asia?
I think there is definitely a brilliant industry in Nepal for people seeking to drink. We are not seeing that just from the series of the expressions when they have any of the Chivas Brothers products, but also as a developing single malt market point of view which has fascinated us. At the same time, we have a developing cocktail culture where bartenders and people are not afraid to explore and try different things. It has really pushed the boundaries on what we can do with Scotch whiskey.
What are your duties as a brand ambassador of Chivas Brothers?
I think it’s the best job in the world! I get to travel around, educate and share Chivas with happy customers. I am based at Pernod Ricard Gulf which is in Dubai. So I have to look after organisation events, share the knowledge of the products I have as the brand ambassador, and just generally keep tab and reputation of the brand as best as I can.
What is your most favourite Chivas Brothers Whiskey?
It depends on who I am with. If I am with my pals, we go for Chivas Regal 12 because of its smooth, rich and generous taste. If there is a small occasion at home, as my dad is a huge fan of Chivas Regal 18, I share that with him whenever I can. As Chivas Regal Master Blender Colin Scott said, “There is no wrong way or time to drink a whiskey.”
So far how has the brand responded to your feedback?
I think most of the brand ambassadors often offer a very grassroot front-line coaching to the industry to see how it operates and what we can do to help and share Chivas Regal with as many people as we can. As I am currently located in Dubai, I did very well by giving the brand feedbacks that I receive from bartenders who had to go through me, then passing that feedbacks to my superiors and the usual responses were absolutely fantastic.
Why should a person opt for Chivas Regal whiskies?
Hopefully the taste, but it is everyone’s personal choice on which whiskey they prefer. Chivas Regal offers a very confident, smooth and generous profile. So, if you are looking to join blended Scotch whisky, we hope you choose Chivas Regal whiskies.