A good Rep isn’t hard to find: Calum Fraser

Calum Fraser

It’s been a while since we profiled your brand reps – aka business development managers and executives etc. to give them a couple of their official titles.

Some might say it’s been too long. So here’s the final of our first ten, and we enjoyed catching up with them so much and there are so many of you doing a similarly grand job, we’re going to feature reps every month. Get in touch if you want to be included.


Calum Fraser

Premium Spirits Specialist

William Grant & Sons



Calum, 34, has been with Wm Grant & Sons for three years and worked throughout the pandemic. He handles brands such as Discarded, Ailsa Bay, and low-alcohol brand Atopia, and Calum was first recruited as part of Wm Grant’s 1887 on-trade advocacy programme.

Originally from Linlithgow, he went to University in Edinburgh where he studied journalism but thought better of a career as a hack after the ‘large scale cuts the industry suffered around 2005.’ Journalism’s loss was hospitality’s gain, and before his time at William Grant, he ran The Finnieston in Glasgow and worked at Edinburgh’s Balmoral Hotel.

How has the pandemic changed his role?

“It’s changed the face of what we do dramatically now that so much of it is done digitally.

“The role is about relationship building. We are the touchstones between brands and the bars but this situation robbed us of the spontaneity of the job and you can’t replace the personal touch.

“Digital obviously has its advantages. It will continue to play its part in allowing bars that are not central or in city hubs to have more access to brand ambassadors for virtual training and tasting sessions or if a portfolio of bars in one group are dotted about.

“Plus it’s not the easiest thing in the world to get bartenders to come in for a couple of hours all at the same time! So in that sense, it’s a great tool.”

So how has it been working since the restrictions began easing for some of us and how has he found dealing with people again?

“There’s a lot of optimism and frustration around.   A lot of people feel the hospitality industry has been railroaded, but we have an amazing industry filled with amazing people and we will bounce back.”


Check out all ten brand reps in the June issue of DRAM

Category: News
Tags: Ailsa Bay, Atopia, Balmoral Hotel, Calum Fraser, Discarded, Premium Spirits Specialist, William grant and sons