Stuart Fear – Brown Forman, Asia Brand Ambassador

Stuart Fear – Benriach Asia

Stuart Fear, Brown Forman Asia Regional Brand Ambassador, shares more about the group and, in particular, Benriach whisky. *Keep reading for a special discount for readers of The Yum List.

What do you do?

I am head of brand education and advocacy in Asia for our three Single Malt distilleries: Benriach, GlenDronach and Glenglassaugh.

How did you get into the industry?

I was simply a whisky fan who turned my passion into my career. I used to spend my nights tasting whisky and keeping a journal of my personal tasting notes. I attended many whisky tastings and dedicated a lot of time to study the history and production of Scotch. I then started documenting snippets on my blog and Facebook. One day I decided it would be fun to take it offline and host my own whisky tastings. After a few months, I gained attention. I was invited to interview for the brand ambassador role at one of the world’s biggest wine and spirit companies. After several weeks of training in Scotland, I returned to Taiwan, where the dream officially became a reality.

Share with us a story from behind the scenes.

Some probably think the ambassador’s job is all glamour and fancy dinners. Still, behind the scenes, we also have to get our hands dirty! I am a perfectionist, so this means a hands-on approach to organising and setting up events. I usually arrive 90-120mins before the guests and help set up the glasses and any props I need. 15-30mins before guests arrive, I pour the whiskies and do a final walk around to ensure all places are set to the identical high standard.

What’s a food or beverage memory from your childhood that stands out?

The first thought that comes to mind is Sunday Dinner at my grandparents’ house. My Granda grew all the vegetables in his allotment garden, and my Grandma would cook them up with a nice joint of roast beef. My Grandma made the most amazing Yorkshire puddings. Still, to this date, I have never had Yorkshires as good as what my Grandma made. Sunday was the one day of the week where there would be no distractions. We would all sit down as a large family and enjoy a good old home-cooked meal.

What’s the best/ worst part of Stuart Fear’s job?

Not enough hours in the day! GlenDronach and Benriach are continuing to grow and cement their places as award-winning single malt whiskies. I am always getting requests to host tastings and attend events all throughout Asia. Still, due to its popularity right now, it is impossible to meet everyone’s requests.

The best part of my job is meeting so many whisky lovers. It never gets tiring to stand in front of a crowd who shares the same passion for whisky as I do. What could be better than sharing drinks with fellow whisky enthusiasts and telling the stories of our three award-winning distilleries?

What’s your favourite food and beverage pairing?

I recently discovered a pairing that I adore; the newly released Benriach The Twelve and chocolate ice cream. The sweet berry notes of the whisky just go so well with the richness of the chocolate ice cream.
For a savoury pairing, our new Smoky Twelve goes fantastically well with braised pork 滷肉. The smoked meat notes in the whisky perfectly compliment the oiliness and saltiness of the sauce. Truly is a must-try!

What’s one of the scariest things you’ve seen behind the scenes?

When I travelled to Goa, India, for a Travel Retail two-day training workshop. I had to fly from Taipei to Hong Kong, to Delhi, where I would wait on the plane before flying onto Mumbai and then transfer to Goa. It was August, which is the monsoon season and my first head-on experience with a monsoon. When descending into Mumbai, the turbulence had the entire plane shaking, baggage hatches were springing open, bags were falling out, the sound of the aircraft was deafening. I was glued to my seat, thinking, “This is it, this is the end”. While all the time, there’s an Indian gentleman next to me laughing, saying, “This is crazy, isn’t it? It’s always like this landing in Mumbai.”
It was truly one of the scariest moments of my life, but… sitting near me on the flight was Indian actor John Abraham. After landing, I was able to shake hands with him and get a photo. Which I guess was a silver lining to the flight from hell.

Tell us about one of Stuart Fear’s travel adventures.

On my first trip to Malaysia, I started in KL, went to Ipoh, came back to KL, then to Johor Bahru, back up to KL, to Malacca and then finished in Penang. Malaysia is such a diverse place. Each city had its own look and atmosphere, but no matter where I went, the people were always smiling and friendly. The food in Malaysia is also amazing. In those seven days, in the hours I wasn’t talking about whisky, I was eating. Eating from morning to night. I literally was never hungry the entire trip.

I must thank my Malaysian friends and colleagues for introducing me to nasi lemak (the first time I had ever had fried chicken for breakfast!), for the concept of “pre-dinner dinner”, and eating more than one “supper” in an evening.

Stuart Fear’s perfect day off would be…

A big plate of traditional full Scottish breakfast to start, followed by some morning cartoons with my daughters. Play some board games and grab a light lunch before heading out to the park. Or, if it’s a really hot day, a swimming pool (ice cream would definitely be a plus). In the evening go to Taipei city for dinner, have a walk around, then back home to get my girls to bed. Buy some fried snacks from the night market and relax in front of Netflix TV shows.

A day in the life of a Regional Brand Ambassador is…

First thing in the morning, I check my inbox for any new emails from the West. I reply to the urgent ones and mark the rest for a later time. Grab an early morning workout at my local gym or the hotel gym, depending on where I am. Mid-morning, I usually have some catch-up meetings or internal training sessions with the Asia markets. Early afternoon, I start making calls to the organisers and the venue for the event later that day, confirming timings and ensuring everything is on schedule for the evening’s event. In the afternoon, I will visit some customers and conduct market visits right up until the time of my evening event. I try to arrive at least 90mins before the guests to make sure everything is set up and we are not rushing. After the event, I will usually visit a bar or two and enjoy a few drams or a tailored cocktail with the local team. Before bed, I check my emails and prepare for the following day.
Of course, this can change day to day and country to country.

What does Stuart Fear do for fun?

I play roller hockey around three times a week. I play for a team called Taipei Legacy in the recreational league. We aren’t exactly the greatest team in the league, but we are improving! At least I can say I was the top goal scorer for our team last year, quite a personal achievement considering I haven’t played as long as some of my teammates.
Besides that, I am quite a foodie and love everything from street food to Michelin restaurants to convenience store snacks.

What’s something you’d like guests to know about Benriach?

Whereas most distilleries in Scotland focus on making only one style of whisky, we at Benriach are dedicated to exploring and producing a World of Flavours for whisky fans. We produce three styles of whisky at the Benriach distillery. There’s classic unpeated style, smoky style using highland peat, which is rarely found in other distilleries in Scotland, and lastly, we produce small batches of Triple Distilled whisky, which is not commonly associated with Scotch whisky. Benriach, for many years, has been known as a Chameleon malt with its ability to mature well in casks from all over the world. In our Warehouse 13, you will find an eclectic collection of casks from the four corners of the globe, some of which you will not see at any other distillery in Scotland. With these casks, we can produce unique flavour combinations which no other whisky in the world can. Your first whisky, or your 500th whisky, you will always find something new and exciting with Benriach.

Tell us about one of Benriach’s whiskies and why you think it is so special.

Smoky Twelve is a new release from the Benriach and is like nothing we have made before. It is a true reflection of the distillery’s style with the use of Highland peat to give it that smoky aroma. We use three cask maturation in this whisky; bourbon, sherry and Italian Marsala wine casks. We are one of the few distilleries in Scotland to actually be using Marsala wine casks. We might be the only distillery to use it in our core range. This Smoky Twelve expression really reflects our World of Flavours philosophy. It is a multi-layered adventure from nose to finish.

How has the pandemic changed you, your perspective, or the way you operate?

The pandemic has had a huge impact on everyone in the past year and a half. In my case, I went from flying every week to being grounded in Taipei City. Physical tasting events and masterclasses have now moved to virtual sessions. Initially, we had to re-think what a “tasting event” actually was and how to interact with guests without the ability to actually being in a room with them.

I have enjoyed the challenge the pandemic has brought. It has allowed me to reassess my role as a Regional Brand Ambassador. It has inspired me to create new methods to reach out to our countless fans throughout the Asia region.

What’s something you’d like people to know about being a Regional Brand Ambassador as a profession?

Asia overall is exceptionally diverse. Despite many countries being in close proximity to one another, not many share the same cultures, traditions, or living styles. Even within some countries, it can vary from north to south and even neighbouring cities. As a brand ambassador, you have to be adaptive. Even if only visiting a place for one or two days, you still need to understand the local culture and immerse yourself fully. Scotch whisky is more than just a drink. It is culture and heritage, and it is my responsibility to bring all those things to every tasting in a way that the audience can relate to.

What’s your view on the Single Malt scene in South East Asia?

Right now, it is growing at great rates throughout the entire region. In SEA, it is establishing itself as the spirit of choice for dinner occasions and celebrations. Knowledge is at an all-time high. Consumers know what they want and are discerning in their choices. No longer is Scotch just something to be drunk at dinner or in bars. It is now a piece of art that fans want to take time to study and appreciate. Moving forward, I think we will see the knowledge continue to grow, and whisky drinkers will start looking for newer and more innovative whiskies. It is undoubtedly an exciting time for Scotch Whisky and SEA, and I am proud to be a part of it.

How has the pandemic changed Stuart Fear as a person?

Often we all take for granted those colleagues or friends we see every day. It is only when we cannot see them that we realise how special they are to us. The pandemic has definitely given me a perspective on life and made me realise how significant small interactions can be. It has also made me realise, drinking whisky is a pleasurable experience. Still, it’s made even better when shared with friends and family.

How has the pandemic changed you as a Brand Ambassador?

It has made me reassess the role and purpose of a brand ambassador. Pre-Covid, I would spend most of my days outside meeting customers face to face and hosting tastings to rooms filled with guests. However, I am not able to do either. So, in many ways, the pandemic has inspired me to think outside the box and innovate to obtain positive results through different means. It has been a time of learning that I think will make me even more successful in my role in the long term.

What’s in store for you in the upcoming months?

Many exciting things are coming from Benriach, GlenDronach and Glenglassaugh in the next couple of months. Some are new batches to already much-loved collections, and others are never before seen innovations. And one will even make history for a particular distillery! I am sworn to secrecy, but keep your eyes peeled. These whiskies are not something you want to miss!

Discount for The Yum List Readers!

Use the promo code BROWBR3 at Brown Forman’s Malaysia Official store Brown-Forman, Online Shop | Shopee Malaysia to receive a RM 25 discount for all BenRiach products for one checkout. Each promo code is limited to 30 uses. The promo code is valid until September 15, 2021.

Find more interviews similar to this one with Stuart Fear from Benriach Whisky here. And, stay up to date with the latest food and beverage happenings in KL here.