Each year, the Spirit of Speyside Whisky Festival recognises the outstanding individuals and teams whose contributions shape not just the success of the festival, but the whisky community at large. These awards reflect the spirit of dedication, innovation, and camaraderie that define Speyside’s world-renowned whisky culture.
At the 2025 Opening Dinner, four remarkable recipients were honoured across our key award categories. Their stories reflect the passion and perseverance that continue to drive the festival forward.
Ambassador Award – Karen McGillivray, Chivas Brothers
The 2025 Ambassador Award was presented to Karen McGillivray — a much-admired figure whose influence runs quietly but powerfully through the day-to-day life of Speyside’s Brand Homes.
Karen has been a central figure within Chivas Brothers for over a decade, playing key roles at The Glenlivet Brand Home and, more recently, across wider teams within the business. Known for her creativity, reliability, and collaborative spirit, she is often the unseen driving force behind some of our most memorable projects — including her long-standing involvement in the Spirit of Speyside Whisky Festival and its sister event, Distilled.
From strategic planning to guest experience, Karen brings thoughtful innovation and boundless enthusiasm to everything she touches. Her work exemplifies what it means to be a true ambassador — not only for whisky, but for the spirit of community and excellence that defines Speyside.
International Ambassador Award – Stuart Baxter, Speyburn
The International Ambassador Award honours those who champion Speyside whisky on the global stage, and in 2025, that accolade was awarded to Stuart Baxter of Speyburn.
Stuart’s infectious enthusiasm and deep industry knowledge have made him a standout figure in the world of Scotch whisky. A seasoned brand ambassador with experience across Chivas Brothers, Douglas Laing, and International Beverage, Stuart has the rare ability to connect with whisky lovers from all walks of life — whether through tastings, masterclasses, or storytelling.
His efforts at Speyburn Distillery have opened its doors to a new generation of whisky fans, many of whom were introduced to the spirit through his engaging and inclusive approach. With a WSET Level 3 qualification and a global outlook, Stuart continues to represent Speyside with professionalism, warmth, and an unwavering passion for the craft.
Unsung Hero Award – The Spirit of Speyside Whisky Awards Team
Behind every great festival is a team of committed individuals working tirelessly out of the spotlight. This year’s Unsung Hero Award recognises the Spirit of Speyside Whisky Awards team — the people who ensure the success and integrity of one of the festival’s most respected elements.
Led by Linda, whose whisky career began in 1972 and whose association with the festival stretches back 25 years, the team includes her sister Helen, a retired nurse manager, and Carol — affectionately nicknamed “the Monster” after a misheard introduction, though she is in fact a proud "Maltster" with 39 years of experience in the industry.
Together, this small but dedicated group oversees a rigorous two-stage judging process that includes international voting events in cities such as Cologne, Amsterdam, Oslo, Edinburgh and beyond. Their work has not only upheld the prestige of the Whisky Awards but expanded their reach and reputation globally. Their efforts, supported year-round by volunteer Pat Brazil and many others, are vital to the festival’s success.
Spirit of Speyside Award – James Campbell
The Spirit of Speyside Award is the festival’s highest recognition — reserved for those whose long-term contributions have helped shape its legacy. In 2025, this honour was presented to James Campbell.
James joined the festival team in 2012 and went on to serve a decade as Chair. Under his leadership, the festival grew in scale, diversity, and international appeal. He strengthened its financial position, expanded the range and number of events, and helped forge deeper partnerships across Speyside’s communities and businesses.
Among his many achievements were the transformation of the Whisky Awards into a roving international event, the launch of Distilled, the revival of the Whisky School, and significant improvements to the festival’s website and ticketing systems.
Respected for his steady leadership, approachability, and quiet encouragement, James has left a lasting mark on the festival and the people behind it. His commitment over the years has ensured that the Spirit of Speyside Whisky Festival remains a celebrated, world-class event.
These award recipients represent the very best of the whisky world — not just through their achievements, but through the generosity, passion, and community spirit they embody. Their stories are a reminder that while whisky may be the reason we gather, it’s the people who make it unforgettable.
Slàinte to all our 2025 honourees.
