Helmut Knöpfle becomes Head of Brand Experience at SLYRS

Whiskyexpert takes over management of the newly created Customer Experience Management department

Helmut Knöpfle will be the new Head of Brand Experience at SLYRS Distillery. As senior brand ambassador, he is taking over the newly created Customer Experience Management department and is responsible for training, tastings, events and single cask projects.

Helmut Knöpfle is considered a luminary in the Whiskyscene and also bears the title of “Keeper of the Quaich” – an honorable title for someone who maintains and preserves the tradition of the Quaich, a traditional Scottish drinking cup. Managing Director and Master Distiller Hans Kemenater: “Helmut and I have known each other for almost 20 years. I have followed his career closely and consider him a role model in the area of ​​brand ambassadors for WhiskyI have always valued our exchange very much, so I am all the more pleased that his path has now led to SLYRS leads."

With over 30 years of experience in the beverage and spirits industry, the Bavarian native brings with him in-depth industry knowledge that he has continuously developed since the beginning of his career. Trained in marketing and communications, he demonstrated his passion for the world of spirits as a consultant, speaker and trainer. In 2007, he founded the "Malt Ambassadors", a network of 90 members who hold over 1.000 tastings and lectures every year. This constant exchange gives him deep insight into market trends and an outstanding understanding of consumers' purchasing decisions and impulses.

In addition to the expansion of the SLYRS Adventure World, Helmut Knöpfle's main focus will be to work with his team active throughout Germany Whiskylovers and SLYRS-To offer fans exciting brand experiences with unforgettable moments.