Cover William Grant & Sons appoints Jyri Pylkkänen as regional malts brand ambassador
William Grant & Sons appoints Jyri Pylkkänen as regional malts brand ambassador
1 / 1
Tatler+
The Finn lets us in on the dynamic world of whisky and his plans for Southeast Asia
Ditching Scandinavia’s nail-biting cold weather, veteran Finn bartender Jyri Pylkkänen found himself in the warm embrace of the balmy tropical heat of Singapore when he moved to this side of the world this January to become William Grant & Sons’ new regional malts brand ambassador, focusing on Glenfiddich and The Balvenie.
As the family-owned distillery’s new regional malts brand ambassador, Pylkkänen shares that his main task is to “spread the word about our amazing whisky brands” across Asia as well as nurture their customers’ love for their whiskies through “unique experiences of discovery and story sharing”. It is a role he relishes—and one he was seemingly born to do—given his dedication to his craft shaped by his storied bartending career that saw him co-found three award-winning cocktail bars (Liberty or Death; Trilby & Chadwick; and 100 Dogs) in Helsinki, Finland, and his personal journey in discovering the allure of whiskies.
Read more: Wildmoor is a new range of high-end blended Scotch whisky that just launched in Singapore
Pylkkänen regularly visits the distilleries to meet and learn from the makers
1 / 2
With his new role, Pylkkänen shares that it is similar to running a bar in the sense that he needs to know his brands as well as the wider whisky landscape. He also keeps his fingers on the pulse of current trends to be able to forecast key market preferences. “Ultimately, whether in a bar or as a brand ambassador, both involve a “deeper educational aspect, guiding and advising consumers on our brands and the world of whisky”.
Committed to understanding the stories behind these whiskies, Pylkkänen regularly visited The Balvenie and Glenfiddich’s distilleries in Speyside, Scotland to meet and learn from the makers. He discovered that while these two whiskies are under William Grant & Sons distillery, their brand personalities are inherently distinct. Glenfiddich gave meaning to the pioneering spirit of determination and innovation of its founder, William Grant, who built his eponymous distillery with his nine children by hand in 1886. “Glenfiddich was also the first single malt to be actively marketed outside of Scotland in 1963 as consumers around the world were used to drinking blended whiskies—with single malts being a bit of a secret of the Scots,” he adds.
The Balvenie distillery in Speyside, Scotland
1 / 2
The Balvenie, however, is defined by stories and craftsmanship. To date, the Balvenie is the only distillery in Scotland that still grows its own barley and is one of the few Scottish distilleries that operates its own cooperage and manufactures its own casks on site. “The Balvenie, which boasts a distinctive character of honeyed nutty essence, is a testament to the artistry of whisky-making, offering a truly special experience appreciated by discerning palates,” he explains.
More than savouring the whiskies’ complex flavour profiles borne from the elaborate process of making this brown spirit, Pylkkänen tells us that he loves the camaraderie and the sense of community that comes from sharing a dram or two. “I’ve often marvelled at how the same whisky can evoke vastly different sensations and memories depending on the setting and the individuals with whom it's shared,” he expounds, recalling that moment in 2008 when he experienced this for himself when he and his best friend joined a Kentucky Bourbon Trail in the USA.
In case you missed it: The Balvenie releases two new single-malt whiskies in its exquisite Stories Range
Above Pylkkänen is lucky enough to have sampled most of The Balvenie and Glenfiddich expressions in their portfolio
Pylkkänen is lucky enough to have sampled most of The Balvenie and Glenfiddich expressions in their portfolio
1 / 1
While Pylkkänen is lucky enough to have sampled most of The Balvenie and Glenfiddich expressions in their portfolio, there’s nothing better than ending his day with Glenfiddich Our Solera Fifteen. “It has hints of dry Christmas cake, cinnamon, ginger, and rich sherry oak, making it the perfect dram for me,” he shares. Another whisky Pylkkänen holds close to his heart is The Balvenie 21-year-old Portwood. “The finish in port wine casks adds an elegant and refined touch to its taste profile,” he expresses, explaining why he favours this pour reserved for truly special moments best shared with friends.
NOW READ
Top shelf please: The most expensive drinks you can order in Singapore
A definitive guide to the best new cocktail bars in Singapore
Credits
Images: William Grant & Sons
