Food + Drink

A chat with Jyri Pylkkanen, Glenfiddich’s new Regional Malts Brand Ambassador for Southeast Asia

Whisky business

24.07.2024

By Amanda Fung

FEATURED IMAGES: GLENFIDDICH
A chat with Jyri Pylkkanen, Glenfiddich’s new Regional Malts Brand Ambassador for Southeast Asia

If you know Scotch whisky, then you’ll know Glenfiddich. A world-renowned brand, Glenfiddich is revered for its smooth blends and exquisite expressions. Despite being a global name in the game, it still remains as a family-owned distillery, committed to producing whisky of the highest quality. To carry on its work in the region, Glenfiddich recently appointed Jyri Pylkkanen as its newest Regional Malts Brand Ambassador for Southeast Asia. 

Tasked with supporting the brand’s growth in the region, Pylkkanen brings with him a wealth of experience and knowledge in the field. Throughout his career, he has been committed to cultivating brand concepts and spearheading product launches. Not to mention, he has also co-founded award-winning bars in his home country of Finland, further cementing his passion for the industry. To find out more about Pylkkanen and his role with Glenfiddich, we caught up with him for a quick chat.

 

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A post shared by Jyri Pylkkänen (@finnishjyrdram)

In your own words, describe the essence of Glenfiddich and its whisky. 

Glenfiddich represents the passion, determination and pioneering spirit of our founder William Grant. He built the distillery by hand back in 1887 with only the help of a stonemason and his nine children. 

Over the years, Glenfiddich has continued to be family-owned; a feat achieved by no easy means! We are very proud of this fact. It has allowed us to experiment and innovate with our liquids to deliver pioneering flavours that push the boundaries within the categories. This is the maverick spirit of William Grant that has flowed through the generations and lives on in our whiskies.

 

What does this role of William Grant & Sons Regional Malts Brand Ambassador for Southeast Asia mean to you? 

I am highly honoured by this privilege and am really enjoying myself so far. Southeast Asia is such a diverse region and getting to meet and interact with whisky lovers has been so much fun. While my role is to be an expert and custodian of our malt brands like Glenfiddich and The Balvenie, I truly believe it goes both ways. There is no one right way of enjoying whisky. It is the people and places that make (or break) a whisky experience. I have learned so much from my interactions.

 

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A post shared by Jyri Pylkkänen (@finnishjyrdram)

How do you think your career background has prepared you for this role?

My first foray into the industry was as a bartender back in 1999. It was an experience that laid the foundation for my understanding of different spirits and how different people enjoy them. Southeast Asia is a tapestry of diverse cultures and consumption patterns. 

In the time I’ve been here, I’ve noticed how Singapore’s cocktail culture contrasts with the Philippines’ preference for enjoying whisky neat at home. Meanwhile in Malaysia, I’ve also observed bottle sales in bars. It shows that people here can also enjoy whisky in a more social setting instead of at home with friends. 

I have also opened my own bars, which taught me a lot about creating and managing drinking.experiences. Plus, I am very privileged to have had my work recognised through the various awards they received! All in all, these experiences have led me to where I am today as a brand ambassador for whisky brands I love and respect very much, where my role is to cultivate and rekindle the love for them.

 

What are your goals for Glenfiddich in Southeast Asia in the next five years?

We have a very exciting line-up for Glenfiddich over the next few years! I am looking forward to introducing our innovations in ways that speak to the nuances and preferences in each country. I plan to continue deepening my knowledge of the region and to grow the community of whisky drinkers through our various event and activities.

BURO Malaysia, Glenfiddich Jyri Pylkkanen interview

What is the significance of the Time Re:Imagined series? 

Our Time Re:Imagined series is a tribute to the intricate dance between natureand the influence of time in whisky making. It speaks to the DNA of Glenfiddich, which is one that perfectly melds our legacy and maverick spirit together into beautiful whisky expressions.

For instance, the Glenfiddich 30-Year-Old Suspended Time depicts the moment when Glenfiddich Malt Master Brian Kinsman suspends the whisky’ maturation, capturing it at the perfect moment. This visualisation is captured through its packaging. It evokes the image of moving ribbons frozen in time, creating the illusion that the bottle is suspended in mid-air.

On the other hand, the 40-Year-Old combines casks from the 1920s, 1930s, and 1960s with those from the 1970s. The end result is a bold and distinctive flavour profile. Meanwhile, the 50-Year-Old expression—crafted by three different malt masters—symbolises the passing of knowledge and tradition through generations. This series showcases the depth and complexity that come with extended ageing, highlighting Glenfiddich’s dedication to excellence and innovation.

Overall,  Time Re:Imagined series represents the pinnacle of Glenfiddich’s whisky-making expertise. Each expression is a distinct masterpiece, aged for an extended period and meticulously crafted to capture the essence of time. It offers a unique opportunity for whisky connoisseurs to experience the profound depth, complexity, and elegance that come with decades of careful maturation. Ultimately, the Time Re:Imagined series is a celebration of the interplay between nature, time, and human craftsmanship. Each bottle is truly a collectible treasure.

 

 

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