Scotch Whisky hires new director of strategy

Gerry McFall

The Scotch Whisky Association (SWA) said it appointed Gerry McFall as its director of strategy and communication.

Most recently, McFall has been the director of global public affairs & communication campaigns at Leonardo Helicopters in Italy.

He will oversee all facets of the SWA’s external relations including public affairs, media relations and stakeholder engagement.

“McFall brings with him a wealth of experience that will be crucial in continuing to build on a fantastic year for Scotch Whisky, which saw record amounts of Scotch Whisky exported to over 180 countries,” said the SWA.

“He has extensive UK and international experience in strategy and communications, business development, media relations and public affairs and reputation management.”

McFall said: “I am incredibly excited to be joining the SWA and look forward to working closely with our members whose craftsmanship and passion make Scotch Whisky such a world class spirit.

“It’s important to face the challenges and seize the opportunities in our emerging trading relationships and I will bring all my experience and commitment to support continued industry growth.”

SWA CEO Karen Betts said: “I’m delighted that Gerry is coming on board.

“His experience will add real strengths to the SWA, as we support our members and the industry to meet the challenges of today and tomorrow.

“With Scotch Whisky supporting over 40,000 jobs in Scotland and exporting over £4bn annually, having strong leadership in place is crucial to safeguarding Scotch Whisky’s future both at home and overseas.

“Gerry’s appointment will help the SWA to continue to serve the interests of the Scotch Whisky industry, ensuring that Scotland’s most iconic product remains a success story of which we can all be proud.”