Keepers of the Quaich is an exclusive international society which recognises those who make an outstanding contribution to the Scotch whisky industry. Whisky Cask investment company Whisky 1901 has announced the appointment of one such individual to the firm’s newly created role of ‘Master of Whisky’.
Keeper of the Quaich Matt Chambers brings 17 years of experience in the Scotch whisky industry to Whisky 1901. He will play an integral role in overseeing the rollout of Whisky 1901’s independent bottle range, expanding the business’ in-house whisky expertise, and improving its service offering to clients.
Working as a consultant to Whisky 1901 for the past three years, Matt advised on cask selection for the company’s first bottled Scotch whisky – a 35-year-old Glenburgie.
Launched in June 2024, ‘Edition One’ of The Collection has since won multiple industry awards on the strength of Matt’s expertise. As Master of Whisky, Matt will continue to select casks for the range, oversee the bottling process, and advise on go-to-market strategy, drawing upon relationships established over his long-standing career.
Matt will also deliver a training programme to further the depth of knowledge of the 11-strong Whisky 1901 team. Most of them hold an Award in Spirits from the Wine & Spirit Education Trust (WSET) and have completed the Diploma of Single Malt Scotch Whisky with the Edinburgh Whisky Academy (EWA).
“From portfolio managers to the marketing department, we want to ensure that all staff have an understanding, depth of knowledge and appreciation for Scotch whisky beyond its investment potential,” explained Aaron Damiano Sparkes, Founder and CEO of Whisky 1901.
In addition, Whisky 1901’s clients benefit from access to Matt’s insights. He will be available to offer non-investment-based advice, including sharing profiles of whisky distilleries and casks. Investors can also request a cask assessment and tasting notes.
Already a familiar face at Whisky 1901’s events, Matt will continue to host the company’s exclusive whisky-tasting events held four times a year in London or Edinburgh and regularly visit the company’s Lowland Bond facility in Glenrothes. “With Matt’s guidance, our ambition is to improve the confidence of our team so that everyone can host a whisky-tasting event,” continued Aaron.
On the appointment, Aaron said, “Matt is a highly respected and influential person in the Scotch whisky industry, and we are delighted to have him on board. Having someone of his standing and calibre in-house to oversee our bottling range, as well as developing the knowledge and expertise of our team to better advise investors, really sets us apart in this industry. Our company motto is ‘we educate ourselves, before we educate others’ – being able to tap into Matt’s expertise very much reinforces and enables this.”
Matt Chambers, Master of Whisky at Whisky 1901, added, “Working in an advisory capacity, I have witnessed the company go from strength to strength. I look forward to playing a far more active and integral role in the business’ success going forward, and I am particularly excited by what is on the horizon with The Collection.
“It is always a privilege to share my passion for whisky with others. I will be the first port of call for all non-investment whisky-related matters in-house, and the portfolio managers can refer their clients to me if they have any questions about whisky in general or if they want a sample of their cask to be analysed and a set of tasting notes provided. I believe this is quite the unique service offered by Whisky 1901.”
About Whisky 1901
Founded in 2019 by Aaron Damiano Sparkes and headquartered in Knightsbridge, London, Whisky 1901 is a leading Scotch whisky investment company with 300 plus clients and over 1,000 whisky casks under management in two bonded facilities in Glenrothes, Scotland. As an awarded WOWGR (Warehouse Keepers and Owners of Warehoused Goods Regulations) licence holder, Whisky 1901 has permission to own, buy and sell goods in duty suspension in a bonded warehouse.
Aaron is a member of the Forbes Finance Council and fully certified by the Wine & Spirit Education Trust (WSET) and Edinburgh Whisky Academy in Scotch Whisky. For more information, please visit the website: Whisky Cask Investment Company – Whisky 1901
Lead image: Left to right – Matt Chambers, Master of Whisky, and Aaron Damiano Sparkes, Founder and CEO of Whisky 1901, holding the company’s first bottled Scotch whisky – a 35-year-old Glenburgie – Edition One of The Collection.