Diageo announced today that Simon McGoram has been appointed as the national ambassador for the Diageo whisky portfolio, replacing Sean Baxter who is relocating to Adelaide.
With more than 15 years’ experience working on the Australian and international hospitality scene, McGoram is one of the most respected names in the Australian bar industry.
As well as writing about the bar industry, McGoram has also opened three venues including the successful beach-side Neighbourhood bar in Sydney’s Bondi.
A former Diageo Reserve Brand Ambassador for New South Wales, McGoram has a passion for all things whisk(e)y.
“I’m incredibly excited to take on this new role and the challenges it represents,” he says. “It’s a dream job really – to be able to share my passion for all things whisky to promote Diageo’s extensive Scotch portfolio – and get paid for it! I’m pinching myself.
“I’m honoured to be continuing the great work Sean has put in place over the last two and a half years and hope to further the growth of the scotch category by bringing whisky to an even wider audience still.”
After two and a half years in the position, Sean Baxter has decided to relocate to Adelaide to chase new opportunities.
“It has been such a privilege to work with some of the biggest and best brands in the whisky world,” he says. “When I first started out as a young bartender, pulling pints in Brisbane, I would never have dreamed I’d one day be the National Ambassador for Johnnie Walker and rub shoulders with the finest individuals in our industry.”
Jonathan Morgan, marketing manager for Scotch at Diageo says: “We are extremely excited to have Simon on board as our new Whisky Ambassador given his extensive experience. We are very confident that he will help us capitalise on the growth we are seeing in Scotch and the fantastic legacy that Sean leaves as a globally renowned ambassador for Diageo.”
Baxter will continue to work for Sweet&Chilli as a Diageo Bar Academy trainer and senior consultant in Adelaide, at the same time as pursuing his own business interests, when he relocates in mid-February.