Thami Banda, Glenfiddich’s brand ambassador for sub-Saharan Africa, is responsible for promoting the world’s biggest selling single malt whisky. Some 13.2 million litres of spirit are produced every year by one of the last family-owned distilleries in Scotland. During his first visit to Tanzania, SCF sat down with Thami to talk about the iconic brand and capture his expert insights into the world of whisky.
What makes Glenfiddich unique?
Glenfiddich pioneered the concept of a single malt Scotch whisky to the world in 1963. A single malt whisky must be produced at a single distillery where it is distilled from malted barley and water. That whisky is widely regarded as the first “straight malt” to be widely exported outside of Scotland and we have been a market leader in single malt since then. As a family-owned company we have room to fail but also improve. We do not have to focus on satisfying shareholders. Our priority is to cultivate a culture of innovation to be the leading single malt whisky.
What qualities does Glenfiddich have that might appeal to drinks of American bourbon?
Malt whisky is actually sometimes aged in a bourbon whiskey cask. While bourbon only matures for up to seven years, we offer a more mature spirit produced. Glenfiddich is produced using sherry and bourbon casks over a longer period to give our whisky spiciness and sweetness. This process gives our whisky a more developed taste profile and ‘balanced finish’ compared to bourbon.
How did you get into the whisky business?
I discovered Glenfiddich at a tasting in South Africa when working in the political world. The Glenfiddich team recruited me after the event and six years on I am now brand ambassador for Africa. I am an advocate for Glenfiddich in many countries. This requires me to understand the nations and cultures of my patrons.
Describe a typical Glenfiddich drinker.
They are achievers and they celebrate this with their favourite whisky!
How is Scotch different to other whisky?
Scottish whisky has double distillation. Irish whiskey has treble. Note the spelling is also different. The distillation process originated from the Arabs and the Scottish adopted this for a spirit-making process. The Irish take spirit from a continuous distillation process. With Scotch we only take the ‘heart’ of the alcohol during the boiling process. This offers a richer, ‘fruity’ taste whereas treble distilled spirit offers a lighter character. Glennfiddich achieve ‘fruity notes’ in its distilling process by using only malted barley, others may mix in unmalted barley.
What do you look for in an everyday drinking whisky?
Whisky goes according to mood and company. The Glenfiddich 15 Year Old is my ideal everyday whisky. It reminds me of my boyhood in Kwa-Zulu Natal. The honey and raisins taste reminds me of my grandparents sugar plantations and home baking. It also brings memories of happy encounters I have made along my whisky journey.
What is the best way to drink Glenfiddich?
Whisky must be enjoyed according to personal preference. When using ice, however, you might find each sip tastes different as it is melting into the spirit. My advice is to try whisky the way it was made and maybe add a drop of water to your taste.
What is your favourite from the Glenfiddich range?
The Glennfiddich Rich Oak 14 Year Old. It reminds me of my first trip to the distillery in Scotland one bitterly cold January. I arrived at my accommodation, found a bottle and a quickly revived my frozen limbs with a few glasses. It is the only whisky in the world finished in untreated, virgin oak barrels not bourbon or sherry casks. It is available at all international airports.
What are the trends in the global whisky industry?
The consumer profile is changing in many markets with more younger achievers who are just starting their whisky journey. At Glenfiddich we try to offer a wide range of tastes for this increasingly diverse market. For example, we have whisky aged in red wine casks which offers a more sweeter taste than traditional whisky. We have a bourbon-cask matured whisky which has a stronger sweetness. We are also seeing more wine drinkers converting to whisky.
Glenfiddich Bar at Ally Rehmtullah Eleganza Fashion Show at Serena Hotel Dar es Salaam
What were the highlights of your first visit to Tanzania?
Landing! South Africa has close relations with Tanzania as this was a centre for the Liberation Struggle. My next highlight was seeing Tanzania is so vibrant and entrepreneurial. This was seen at our tasting evening at Cape Town Fish Market. It was full of energy. I saw we have made big in-roads into our market here as guests were full of questions and compliments. Meeting guests at the Ally Rehmtullah Eleganza fashion show highlighted the new market for Glenfiddich. Our bar offered the 12, 15, and 18 Year Olds at the post-show party. The atmosphere was amazing. It was a great opportunity to ‘demystify’ whisky.
