5th September 2024 – FOR IMMEDIATE RELEASE
The Scotch Malt Whisky Society (SMWS) is thrilled to announce the appointment of Matt Bailey as the new Managing Director of SMWS Europe, effective September 2024. Matt Bailey transitions to this role from his position as Branch Director of SMWS Australia, bringing with him a wealth of experience and a deep passion for whisky.
In his new role, Matt will oversee the growth and development of The Society across Europe, manage UK venues, drive spirits knowledge, develop diverse campaigns, and deliver growth to the wider European teams, while also keeping Australia in his remit for the continued success locally. His leadership is expected to elevate The Society and enhance the overall member experience.
Matt has been an integral part of SMWS for the past nine years, initially joining as an ambassador and, over time, advancing to Marketing Manager, and ultimately Branch Director. His tenure in Australia was marked by significant growth and numerous successes, making him an invaluable asset to the organisation. In an industry that often calls open the expertise of Scotland’s whisky trade around the world, this appointment is an incredible transition of bringing someone with a calibre of whisky experience and marketing direction into the homeland of whisky for the world.
Andrew Dane, the CEO of Artisanal Spirits Company said “We are thrilled to announce the appointment of Matt Bailey as the new European Managing Director of The Scotch Malt Whisky Society (SMWS), effective from 23rd September 2024. Matt, who has been an integral part of SMWS for over nine years, including the last three years as the Country Director for Australia, brings a wealth of knowledge and an incredible passion for whisky and our members. His accolades, including being a judge for The Australian Distilled Spirits Awards, the 2022 Australian Whisky Awards GOLD ‘Whisky Personality of the Year’, and the 2020 Icon of Whisky Scotch Whisky Ambassador of the Year for Australia, underscore his expertise and dedication. We eagerly anticipate his arrival in the UK in early October and look forward to his leadership in this new role.”
“I’m extremely excited to bring the Scotch Malt Whisky Society into a new era, and am very humbled to be asked to take on this challenge,” said Matt Bailey. “I look forward to lifting The Society in Europe and the overall member experience into a new realm for the company and the club as a whole.”
Matt’s appointment is a testament to his exceptional expertise in whisky, marketing, business growth, and public presentation. The SMWS community eagerly anticipates the innovative and dynamic leadership he will bring to his new role.
For further information, please contact the SMWS directly: [email protected]
About The Scotch Malt Whisky Society
The SMWS is the world’s leading whisky club. An unconventional club has unconventional beginnings. The SMWS started when our founder Pip Hills stumbled upon the delights of whisky drawn straight from the cask — undiluted and unadulterated. That was in the 1970s, when the whisky industry establishment considered such a spirit too quirky and challenging for delicate palates. Overlooked and unappreciated, such liquid had been left to languish in warehouses across the country, unknown to the wider public.
Pip shared his discovery when those experts said there was no demand for it and watched as word of mouth spread. In 1983 he and his pals formed The Scotch Malt Whisky Society to share whisky in its purest form, and unite those of us with a passion for flavour, for variety, for fun….and for not always doing as we’re told.
In 2024, the SMWS proudly has 44,000+ members around the world across 33 branches, and continues to be the world’s leading whisky club in bottlings, experiences, and the pioneering spirit of Pip’s original vision.
