Falling in love with whisky at first sip, brand ambassador Chris Thompson aspires to share the Forty Creek story with passionate whisky fans everywhere. With an extensive background in relationship building and creating brand experiences, his current role allows him to develop partnerships with key trade influencers and consumers, all the while sharing his love for the Grimsby, Ontario-based brand known for its range of complex, yet approachable whiskies.
Thompson has been an active member of the Forty Creek team, and played a key role in creating the distillery’s on-site brand experience. Starting as a retail manager, he quickly gained a rich understanding about the brand’s product offerings and was eager to share his passion for the Forty Creek portfolio with his colleagues and customers. After conducting thousands of tastings and hundreds of facility tours for thousands of guests annually, Thompson feels completely at home with the brand. “I feel fortunate to have worked under the same roof as John Hall (Forty Creek’s Founder) and Bill Ashburn (Forty Creek’s Master Blender),” says Thompson.
What Thompson particularly enjoys about his career at Forty Creek is the “one-on-one interaction” with consumers. As someone who appreciates whisky neat or with a single rock, he indulges in every opportunity to enhance the taste experience for new and loyal consumers of the brand.
Prior to joining Forty Creek, Thompson began his career in the entertainment industry, working on the road with Canadian and international artists, producing award shows, music festivals and corporate brand experience events. Living in Niagara, the heart of Ontario’s wine country, he landed in the tourism and wine industry, helping build award-winning attractions and wineries from the ground up.
His passion for growing awareness of Forty Creek exudes an approachable personality to the brand. “I want to continue the tradition and legacy John [Hall] started,” expressed Thompson. “We win over new fans, one customer at a time.” He believes that to steadily grow awareness and an appreciation for Forty Creek amongst consumers, emphasis should be placed on the taste experience.
When he’s not working, an ideal day for Thompson entails putting on a record (yes, a vinyl record!), spending time with family and enjoying a glass of Forty Creek.
Admission: $5 (all proceeds donated to our monthly local charity).
Limited space available, please register in advance in person or by phone (778.265.6265).