In a strong start to 2025, Jamie Johnson, Canadian National Brand Ambassador for Glenfiddich and The Balvenie, is recognized as the winner of the 2025 Icons of Whisky Award for Brand Ambassador in the Scotch Whisky category. The prestigious win demonstrates recognition within the whisky industry for an individual who has excelled in promoting scotch whisky and the category.
Jamie Johnson is recognized as one of the most influential whisky advocates in Canada, known not only for her extensive knowledge of whisky but also for her noteworthy ability to bring whisky to life in an engaging way that resonates with both connoisseurs and newcomers alike. This highly coveted recognition highlights Jamie’s exceptional leadership and dedication to elevating the art of whisky appreciation across Canada.
Based in Toronto, Jamie’s whisky journey began with intimate tasting events that rapidly blossomed into the creation of Bourbon Thing—a platform where enthusiasts could delve into the nuances of whisky, exploring its rich flavours and the craft behind its creation. In 2017, Jamie brought her warm and approachable style to creating conversations around the finer points of whisky culture to the luxury single malt scotch whisky portfolios at William Grants and Sons.
“I am deeply honoured to receive the 2025 Icons of Whisky Award and the privilege I have in representing two exceptional brands—Glenfiddich and The Balvenie,” comments Jamie Johnson, National Brand Ambassador for Glenfiddich and The Balvenie in Canada. “I look forward to continuing to share the artistry and heritage of these two iconic scotch whiskies with Canadians and continue to build meaningful experiences for those who appreciate the craft behind every bottle.”
Jamie is recognized by the Icons of Whisky with this award for her unparalleled expertise and achievements in the scotch whisky category. From hosting intimate, high-end gatherings to large-scale virtual sessions or consumer-facing events, Jamie has excelled in educating trade professionals, delivering multiple training sessions for bartenders and retailers across the country. Under Jamie Johnson’s stewardship, Glenfiddich and The Balvenie have flourished in the Canadian market, with Jamie’s storytelling helping to elevate their presence.
With an intuitive understanding of the luxury spirits market, Jamie has been at the forefront of introducing the world’s finest whiskies to the Canadian mass audience, most notably the launch of Glenfiddich Grand Cru 23 Year Old, a luxury variant of the Glenfiddich Grand Series that made a significant impact in the market. As the face of the brand in Canada, Jamie participated in a series of high profile media interviews, resulting in widespread media exposure and garnering features in top publications and social media campaigns. Jamie’s dynamic approach to whisky promotion blends traditional methods with modern media and has established her as a leading figure in the industry.
“We are immensely proud of Jamie’s achievements, and this prestigious recognition is a testament to the impact she has had in sharing the storytelling of Glenfiddich and The Balvenie with Canada and the world,” comments Nav Bhullar, Brand Manager for Glenfiddich and The Balvenie. “Jamie continues to push boundaries, ensuring that these scotch whiskies not only reach their core audience but also tap into new and emerging markets.”
The Icons of Whisky Awards, part of the globally recognized World Whiskies Awards, is a prestigious recognition of individuals who have excelled in promoting their Scotch whisky brands and the category, expanding brand reach and exposure beyond the conventional audience while utilizing new methods and channels. The awards honour the outstanding achievements of individuals and organizations, from distillers and brand ambassadors to skilled visitor center managers, exceptional coopers, and industry communicators for their craftsmanship, knowledge, and expertise throughout the whisky-making journey.
