Whisky specialist Tony McGeever has been named as the new global ambassador for Craft Irish Whiskey. Bringing years of industry experience with him, McGeever’s role will include sharing the company’s portfolio and taking part in key events and initiatives worldwide to benefit the business.

Craft Irish Whiskey was founded in 2021 and is one of the most acclaimed whisky production companies in Ireland. It features offerings which include ultra-premium releases presented in bespoke and handcrafted decanters, while focusing on small-batch production.  

Commenting on his appointment, McGeever said: “As global ambassador for Craft Irish Whiskey, I’m diving into the rich history, flavours, and traditions of each bottle. This role is about more than just whisky — it’s about celebrating craftsmanship, community, and innovation on a global scale.

“Our partnership is about creating a legacy — honouring the traditions of Irish whiskey while ensuring its future is as vibrant and celebrated as its past.” 

In between his busy schedule, McGeever has also been invited as a judge in advance of the World Whiskies Awards 2025, which will be held on 26 March in London.

McGeever’s knowledge of whisky developed during his years of leadership at the Soho Whisky Club, which has since become a key component in London’s whisky scene. This announcement aligns with its recent relaunch. In partnership with Craft Irish Whiskey, the revitalised venue features a refined tasting experience, cigar terrace and the partnered brand’s full portfolio, including exclusive, rare, and unreleased expressions.

“The Soho Whisky Club is more than a venue; it’s a hub for whisky lovers to connect, learn, and experience the world’s finest spirits,” McGeever continued. “Craft Irish Whiskey’s partnership with the club reflects a shared passion for honouring tradition while attracting new enthusiasts to the world of whisky.”

The director of Craft Irish Whiskey, Ian Duignan, also added on McGeever’s appointment: “Tony’s passion for whisky, combined with his ability to tell the story behind every glass, makes him the perfect ambassador for our brand. His years at Soho Whisky Club have given him unparalleled insight into what whisky enthusiasts value, and we’re proud to have him represent us on the global stage.”