Our own group is a tongue-in-cheek homage to the actual ‘Keepers of the Quaich’, but they aren’t that much older than we are – founded in 1988. The “real” Keepers of the Quaich, in essence, is a public relations vehicle of the entire Scotch whisky industry intended to promote the image of Scotch whisky worldwide. It is owned by the scotch distilleries and is the kind of collaboration that can only be born when tough financial times grip an entire industry and way of life. Whether or not it is a successful vehicle I will leave up to you as you review it’s background, mission, and key objectives.
One cool thing to note is their castle home complete with the Atholl Highlanders (the only legal private army in Britain) mounting a guard during their bi-annual ceremonies and banquets!
THE SOCIETY
The Keepers of the Quaich is an exclusive non-profit making society, with membership by invitation only, for people with a positive record of association with Scotch whisky. The society was established, in the Autumn of 1988, by the major companies in the industry to build on the image and prestige of Scotch whisky at home and abroad and, for the first time, the industry pooled its enormous resources and strengths to promote itself with pride.
The organisation includes as its members leading representatives of the Scotch whisky industry and those who have contributed to the successful marketing of Scotch whisky in fifty-four countries across the world, together with noted Scotch whisky connoisseurs and characters. All have one fundamental link in common – a love of Scotland and Scotch whisky.
MOTTO
The club motto awarded by the Lord Lyon is:
‘Uisgebeatha Gu Brath’
Gaelic, which means ‘The Water of Life For Ever’
BACKGROUND
For some years Scotch whisky sales, and indeed the image of Scotch whisky per se, had been in decline. Conversely, other beverage types had enjoyed growth, in part at the expense of Scotch. The time had come, therefore, for the industry to unite more effectively market their unique product so that once again Scotch whisky could become a powerful growth sector with worldwide sales expanding and jobs in Scotland created. There were many different initiatives required to be taken individually and collectively by the industry to reverse the situation and many of these would primarily depend on the expertise of the individual Scotch whisky companies. It was nevertheless, strongly believed that a carefully projected and exclusive PR vehicle built around the aura, mystique and heritage of Scotch whisky would play a significant and positive part in helping to re-establish the image of Scotch whisky.
MISSION STATEMENT
“To advance the standing and prosperity of one of Britain’s premier export industries, and to make more widely known its uniqueness, traditions, quality, service and benefits to the community it serves at home and in the markets of the world.”
KEY OBJECTIVES
1) To build interest in, and add value and prestige to, Scotch whisky both at home and internationally.
2) To influence the leaders of the drinks industry in order to gain a greater amount of their time and energy in promoting sales of Scotch whisky.
3) To reward individuals for their services to the Scotch whisky industry.
4) To motivate and stimulate the press to project Scotch whisky in a more favorable and positive light.
5) To bring together and unite all areas of the Scotch whisky business and engender a greater sense of belonging.
METHODOLOGY
In recognition of services to Scotland and the Scotch whisky industry, a limited number of carefully selected people are twice yearly invited to become members of this exclusive society.
Membership is conferred at an induction ceremony followed by a banquet at Blair Castle in Scotland. The induction ceremonies take place in the spring and autumn.
BLAIR CASTLE
Blair Castle the ancient home and fortress of the Earls and Dukes of Atholl is situated in the wide Strath of Garry and commands a strategic position on the main route through the central Highlands. It lies on the northern side of the Perth – Inverness road in a wild and romantic setting of forest-clad mountains and picturesque rivers.
GRAND MASTER
George J Bull, Group Chief Executive, Grand Metropolitan PLC
CHAIRMAN
Richard Waitling
VICE CHAIRMAN
Andrew Dewar-Durie
MASTER OF CEREMONIES (FEAR AN TIGH)
Sir Anthony Greener
PIPER
Tom Thomson
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