WHISKY AMBASSADOR CERTIFICATION ENGLISH - JANUARY 24, 2026 - MONTREAL
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WHISKY AMBASSADOR
The Whisky Ambassador program is the first accredited whisky training course in the United Kingdom. Specifically designed for the hospitality industry, it provides staff with the knowledge, skills, and confidence to speak to customers about Scotland’s national drink, enhancing the customer experience and boosting sales.
CERTIFICATION
The Whisky Ambassador program is now available in French, in Canada. It is the only accredited whisky training program for the hospitality industry. It also offers whisky enthusiasts the opportunity to deepen their knowledge.
This course comes at a time when customers are increasingly seeking knowledge about the premium products they want to enjoy.
Become a Whisky Ambassador by joining this fun and interactive one-day training program.
Certification then qualifies you to take the three-day advanced training in Scotland.
BOOST STAFF CONFIDENCE, CUSTOMER SATISFACTION, AND PROFITABILITY
Not only will you gain the knowledge and skills needed to recommend, sell, and increase whisky sales, but you will also understand what makes whisky unique, where it comes from, and why there is a bottle of whisky in almost every bar in the world.
Wear your Whisky Ambassador badge with pride, showcase your prestigious accredited certificate, and ensure your customers receive the very best whisky service
GET YOUR VENUE ACCREDITED
Venues that demonstrate a passion for whisky and deliver exceptional customer service can become accredited establishments by having accredited Whisky Ambassadors on their team.
Accredited venues will receive an official Whisky Ambassador sticker and can be listed on the official Whisky Ambassador website, making it easy for customers seeking the best whisky experiences to find you.
ONE-DAY PROGRAM
The one-day Whisky Ambassador program covers the following topics:
- The economic impact of whisky
- How, when, and where it all began
- Where and how whisky is made
- Nosing and tasting
- Mixers and cocktails
- Sales and customer service
- Other whiskies of the world
- Practical and written assessments
VENUE AND SCHEDULE
Les frères Spirit - 6805, 2e avenue, Montréal, H1Y 2Z7
Saturday January 24, 2026, from 9 a.m. to 5p.m.
* Spaces are limited
** For a private group training (6 people or more), contact us.
INSTRUCTOR - CARL DUBÉ
It all began in 2000 when Carl Dubé said, “I want it!” His wedding on the Isle of Skye in Scotland marked the beginning of his passion for Scotland and its whiskies. For nearly twenty years, he developed his palate and interest in Scottish Single Malts and Blended Malts, as well as whiskies from around the world.
In 2019, he decided to turn his passion into a profession and founded the Quebec-based wine and spirits import agency Les frères Spirit, representing emerging brands such as Isle of Raasay Distillery, Nc’Nean Distillery, and Powerscourt Distillery, to name just a few.
After obtaining the Whisky Ambassador certification in 2019, he earned the Advanced Whisky Ambassador certification in 2023. He is now a trainer for the program, allowing him to share his passion with others.
