James Collins is the Marketing Manager of Glen Moray, the Official Single Malt Whisky Partner of Edinburgh Rugby. In this Q&A we discover more about life at Glen Moray and the perfect match (pardon the pun!) partnership between Edinburgh Rugby and the well-loved Speyside whisky brand.
Please describe a typical working day for you – if such a thing exists.
A working day for me is varied but it always starts with a coffee! I work across multiple brands, including Glen Moray, so I could be building presentations for retailers and looking at current consumer trends, or working with our agencies on brand activations and brand planning. There is a degree of travel, perhaps to London to present a new Glen Moray expression at a whisky show, or to France and Spain to meet with our global teams. No day looks the same but the people I work with are the constant, and it’s a great team from the distillery to head office.
You’ve enjoyed a career, within the drinks industry, that has involved a great deal of international travel, working in locations such as New York and Vietnam. What have you enjoyed most about these experiences and what are the key lessons you’ve been able to adapt to your current role?
I enjoyed experiencing a new culture, especially in Vietnam, where the food and the people were real highlights. Their way of life was something I hadn’t anticipated; the country comes alive in the morning in a heartbeat and that high energy doesn’t stop until late into the night.
Similarly, my time working in New York was an unbelievable experience. The opportunity to eat and drink in some of the world’s best bars and meeting some of the best bartenders was surreal at points.
Seeing how the brands I worked on at the time interacted with different cultures was an eye-opener, it taught me that you can’t implement a one size fits all approach in the drinks business. Ultimately, the chance to live in these two parts of the world gave me a much better worldview and a greater understanding of different cultures which I’ve tried to carry with me through my life and career.
Find out more about Glen Moray here
And what do you enjoy most about being back in Scotland?
I spent a year abroad during my degree at Heriot-Watt University and travelled for quite a large part of my early career, so I really appreciate being closer to where I grew up and seeing my friends and family. Whilst I miss the weather of Vietnam, and some of the buzz of the States, I believe Scotland is unbeatable for its people, its views and of course its whisky. I get to go up to Elgin quite a bit as it’s the home of Glen Moray so I can see my folks who live in Aberdeenshire along the way. I still need to take my dad to the distillery as he is a big whisky fan, but I enjoy showing him what we are working on in terms of NPD and unusual cask finishes.
Tell us why Glen Moray and Edinburgh Rugby make such a good partnership.
We’re in our eighth season with Edinburgh Rugby and it’s a partnership that goes from strength to strength as we both have such passionate fans who share the same values. Glen Moray celebrated its 125th Anniversary last year and the club are equally proud of their own heritage and legacy within the sport. They’ve got an incredibly talented squad who are doing great things on and off the pitch, including lending their support to a fundraiser Glen Moray are working on for the BEN Charity which supports those working in the licenced trade. I’m really excited to see what the future holds as we move into the second half of the season.
In addition to the match day pop-up whisky bar at the Dam Health Stadium at Murrayfield, (Edinburgh’s home ground) what other exciting events can Edinburgh Rugby supporters expect from Glen Moray?
Edinburgh Rugby have a fantastic fan base who have welcomed the Glen Moray Whisky Bar to the fan village season after season, and it’s great to see them enjoying a dram and cheering the team on. We have an amazing competition coming up where you can join the team for an away game in April, and there are some special Glen Moray tasting events that we are putting the finishing touches to. The historic 1872 clashes are a highlight of the rugby calendar and December’s game was no exception, Glen Moray were there serving hot toddies as we cheered on the team. We hope to have bigger plans for this years match!
If Glen Moray was to be personified by one of the Edinburgh Rugby players (past or present) who would it be and why?
Personally, I think it would be Pierre Schoeman as much like Glen Moray he has a strong fan base and is a real team player putting a lot of consistent top-quality performances in on the pitch.
For those who are (currently) not whisky fanatics, how would you suggest drinking the Scottish spirit?
I always feel there is a dram for everyone and people should experiment to find a flavour and way to drink it that suits their taste. There is no wrong way to enjoy whisky! The fun is in exploring different styles, regions and finishes, and Glen Moray is one of the best in terms of having so many different flavours to try. Definitely start with a Speyside malt which will be light and easy drinking, and go for a highball or a cocktail like the ones we serve at our bar on Edinburgh match days, then move onto trying it neat with a splash of water to open it up on the nose and release the flavours.
Please share your top tip for a first-time visitor to Edinburgh.
My top tip would be a walk up Arthurs Seat (weather dependant) to get a 360 view of the city and a great photo opportunity. You can’t visit Edinburgh without seeing the Castle and walking the Royal Mile, the joy of Edinburgh is you can walk the best parts of the city in a day which is something I love when taking friends around the city for the first time. I would also recommend going slightly off the beaten path to somewhere like The Canny Man’s pub in Morningside, an Edinburgh institution with an impressive wine and whisky menu.
Where is your own Hidden Edinburgh and why?
I’d have to say Leith as it has seen a lot more love in recent times in terms of investment in the area and has a strong offering of cafes and bars. One of my favourites is Nauticus on Duke Street which has a laid-back atmosphere and has some brilliant cocktails and local beers. In the Old Town you can’t get much better than Devil’s Advocate on Advocates Close, it’s surrounded by history and is known for its extensive whisky selection and innovative cocktails.
Food wise the Glen Moray team is a big fan of Fazenda on George Street which is a great dining experience. And personally, I love Taisteal at the top of Forth Street. Their tasting menu is brilliant and they use local suppliers and produce which changes throughout the seasons.
Discover more about Glen Moray over on their website and Instagram profile.
