Helmut Knöpfle is new Brand Ambassador of the Lantenhammer Distillery

The Keeper of the Quaich will represent a traditional Bavarian company in future


Helmut Knöpfle has been brand ambassador of the Bavarian Lantenhammer Distillery since January 1, 2022 now. After a quarter of a century in the service of the great spirits industry for companies such as Coca-Cola, Bacardi, Jack Daniel's, Schlumberger, Campari and William Grant & Sons, he will in future be in the service "on behalf of Bavarian enjoyment", as the current press release from the traditional Lantenhammer Distillery puts it. Most recently, those interested in whisky knew him primarily as a representative of William Grant & Sons and their brands Glenfiddich and The Balvenie.

As a brand ambassador, he is not only a lecturer, but often also a kind of management consultant who, with his experience, accompanies and supports the local provider, be it gastronomy or retail, on the way to success. "Marketing builds the stage on which sales can dance." His field is premium spirits, his work as a brand ambassador is primarily in upscale gastronomy and specialist retail.

A versatile commitment

Helmut Knöpfle is also known as an author, lecturer, jury member and leader of seminars and tastings, although his knowledge and commitment is not limited to whiskey, but also to rum, gin, tequila, grappa, bitter and other spirits. In 2018, the native Bavarian was awarded the honorary title "Keeper Of The Quaich" in Scotland.

In 2007, Helmut Knöpfle founded the worldwide unique association of "Malt Ambassadors". The loosely organized around 100 expert whisky and spirits enthusiasts reach more than 32,000 interested consumers every year in their more than 1,300 tastings in Germany.

Brand Ambassador for Lantenhammer's spirits portfolio

Tobias Maier, Master Distiller and Managing Director of Lantenhammer, says: "I am overjoyed that we were able to win Helmut Knöpfle to support us in the further expansion of our successful German business. As a brand ambassador, his position is the interface between marketing and sales. His experience and expertise make it possible to expand our portfolio at the POS on the one hand and to expand it sustainably on the other.”

"It is an exciting challenge for me to support the Lantenhammer Edeldestillate, Sild Whisky, Rumult Bavarian Rum and Josef Gin brands in their long-term growth in Germany," says Knöpfle. "The portfolio still offers us a lot of potential, which we want to develop in partnership with our customers."

If you are wondering why Slyrs Whisky is not mentioned in this article: Last year, Slyrs and Lantenhammer announced that they would go their separate ways in sales from February 2022 and that the Slyrs brand and the Lantenhammer products will be developed independently in the future.


Image: Lantenhammer Distillery