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Brand Ambassadors

Brand Ambassadors

Meet our Brand Ambassadors

Our impressive ensemble of Brand Ambassadors cover all areas of our ultra premium portfolio - from Scotch whisky and American bourbon to mixables and Japanese craft spirits. The team curate exclusive, prestigious experiences that are truly one-of-a-kind. From engaging bartender initiatives to captivating customer activations and industry events, the team have an unwavering dedication to fostering advocacy and loyalty among our customers and partners. 

Jonas

NORDIC BRAND AMBASSADOR

Jonas Gram, The Macallan

Having gained a reputation for managing and owning some of the most iconic destination bars in Copenhagen Jonas joined The Macallan in 2017 where he has elevated The Macallan experiences across the Nordics using his exceptional depth of consumer experience at the highest level. Most recently Jonas has been the experiential activation lead on our key global brand partnership with Bentley across his region. Well educated within the brand and whisky business with a diploma in Single Malt, Jonas will take you on an insightful journey in the world of The Macallan Single Malt. "Join The Macallan Society to gain priority access to select whisky releases, along with special recommendations and content tailored for you. For any special interests you are welcome to contact Jonas at [email protected]"
Michael Laursen

NORDIC BRAND SPECIALIST

Michael Laursen, The Macallan

Michael Laursen brings a rich international background, having lived and worked across Denmark, the United States, Spain, Germany, and Italy. His career spans the luxury hospitality and fine wine storage industries, where he has cultivated a deep understanding of Luxury brand experiences. He holds a Bachelor's degree in Business Administration and a Master's degree in Wine & Spirits Marketing, combining business acumen and passion with specialized industry expertise.
Martin Markvardsen

GLOBAL BRAND AMBASSADOR

Martin Markvardsen, Highland Park

Martin joined Highland Park back in 2006 and has spent a remarkable 35 years within the industry. His fascination with Scotch whisky was sparked during a trip to Scotland, where he discovered the "golden nectar." From that moment on, there was no turning back for him. Driven by the new interest and desire to know more, Martin took every chance to learn more about Scotch whisky. He has been part of every step in production and warehousing. He has visited every distillery in Scotland and worked on some of them as well. He served as the Whisky Manager at the renowned Craigellachie Hotel's Quaich Bar, holding an impressive collection of over 780 distinct single malts. Martin is also a proud Keeper of the Quaich, an honor bestowed upon those who have shown outstanding commitment to the Scotch whisky industry.
Maximilian Warner, Highland Park

NORDIC BRAND AMBASSADOR

Maximilian Warner, Highland Park

Max, a seasoned Brand Ambassador, boasts a 30-year legacy marked by gritty swagger and innovative flair in the global spirits world. From the smoky bars of London to the heart of New York and Parisian salons, Max crafts experiences that dance on the palate, creating "wow" moments. His international network weaves a tapestry of connections across continents, orchestrating impactful projects in 80 countries. Bridging old-school charm with avant-garde allure, Max's immersive education sessions are a testament to his excellence. Accolades like the UK's Best Bar Team and International Best Brand Ambassador follow him like the notes of a fine single malt. Max, Brand Ambassador for Highland Park in the Nordics, is not just a toast-raiser; he's a saga-crafter in every sip. Cheers to Max – storyteller, craftsman, Keeper of the Quaich.
Chris

NORDIC BRAND AMBASSADOR

Christian Labbate, Brugal

Born in Argentina and raised in Mallorca (Spain), Christian began his journey in the hospitality world at a young age. At 18, he relocated to Sweden, where he spent the next decade refining his craft across speakeasies, high-end restaurants, and luxury hotels – most recently at the iconic Grand Hôtel in Stockholm. A passionate rum enthusiast and former competition bartender, Christian brings a love for storytelling, classic cocktails, and genuine connection to his role as Nordic Brand Ambassador for Brugal. His deep appreciation for forgotten classics from the late 1800s to early 1900s reflects his timeless approach to hospitality and cocktail culture.
Joakim wallen

NORDIC BRAND AMBASSADOR - SUNTORY GLOBAL SPIRIT

Joakim Wallen – House of Suntory

Joakim brings a wealth of experience from the food and beverage industry, having worked at some of the most renowned bars and restaurants in the business. He began his journey as a Brand Ambassador representing iconic Scotch malts such as Laphroaig and Bowmore, as well as the Japanese Roku Gin. Since 2025, Joakim has taken on a new role as Brand Ambassador for the House of Suntory portfolio, representing premium Japanese spirits including Yamazaki, Hakushu, Hibiki, and Toki whiskies, along with Haku Vodka and Roku Gin.
Jonathan Östblom-Smedje Beam Suntory Bourbons

NORDIC BRAND AMBASSADOR - SUNTORY GLOBAL SPIRIT

Jonatan Östblom-Smedje – Scotch Malts and Bourbon

Jonatan Östblom-Smedje discovered his passion for whisky in the late 1990s while living and working in London. “I’ve been working with and dedicated to bringing American whisky to the Nordics since 2010. In the early years, people were hesitant to try whisky made from corn, but today it’s a completely different story – they’re more curious than ever.” Since 2025, Jonatan has expanded his advocacy beyond bourbon to include Scotch malts, now also representing Laphroaig and Bowmore.
Natasha

NORDIC BRAND AMBASSADOR

Natasha Bekhradi, Lucas Bols Brands

Natasha has valuable experience from working with premium cocktail bars and is most recently coming from well renowned Lucys Flower shop, one of the top 50 best bars worldwide (2021 & 2022). With her knowledge and expertise, Nastasha works with a clear focus on executional excellence and attention to detail in her role as the brand ambassador for the Lucas Bols Brands, the oldest distilled spirit brand.
Jarkko

Brand Ambassador - Contracted Consultant

Jarkko Nikkanen, Edrington Finland

Jarkko, aptly dubbed 'Mr. Whisky of Finland', he is currently the whisky ambassador in Finland who has authored over 10 whiskey-related books and hosted over 2000 whisky tastings during the past 20 years. As a consultant Jarkko is creating buzz around Finland with both Edrington and Beam Suntory portfolios. Jarkko's personal life evolves around every day luxury, tattoos and his tasting companion, black labrador named Sisu.