The awards will roll out in the UK after running for four years in Scotland. They will form part of a campaign to build awareness of The Balvenie as a premium Single Malt Scotch Whisky that uses traditional crafts and skills such as growing its own barley and employing a coppersmith, a spokesman said.
William Grant has linked up with Country Living Magazine as media partners of the awards. "They have been extremely successful in Scotland so it seemed natural to extend the opportunity to the rest of the UK," senior brand manager Geraldine Roche said.
The Balvenie's partnership with luxury brands including Gieves & Hawkes, Savile Row bespoke tailors and Morgan cars will continue throughout 2007.