Alexandra Mircheva, CEO of VM Finance Group, has been honoured with a prestigious Outstanding Оverall Contribution Award by the Scotch whisky community. She received the distinguished title of Keeper of the Quaich in recognition of her exceptional and long-term contribution to the development of the global industry and the establishment of Scotch whisky in Bulgaria. The honour further acknowledges her broader public influence across multiple market sectors, her active engagement in social causes, her support for the modernization of the business environment, and her unwavering commitment to the highest professional and ethical standards.
Over the past two decades, Alexandra Mircheva has contributed with strong business results while helping to position Bulgaria as one of Europe’s leading markets for Scotch whisky, bringing together commercial excellence, innovation, and cultural influence.
The Keeper of the Quaich distinction ranks among the highest and most prestigious recognitions worldwide, awarded exclusively to individuals with proven long-standing contributions to the global Scotch whisky industry, significant international influence, and a tangible impact on its reputation and development, alongside outstanding leadership within their respective markets.
Keeper of the Quaich is an honorary title that places its recipient within a small, elite circle of individuals who undertake a moral commitment to serve as ambassadors of the industry and to uphold the traditions, authenticity, and heritage of Scotch whisky. It is granted during a traditional banquet at Blair Castle in Scotland. The title represents not only a mark of distinction, but also a “seal of trust” recognising its holder is among the true drivers of global Scotch whisky culture worldwide.
The international society Keepers of the Quaich brings together individuals from across the globe with remarkable achievements and a deep commitment to the global Scotch whisky industry.
Recognition beyond business results
“I am honoured to receive this title, which also recognizes the vision, innovation, and sustainable results behind the promotion of Scotch whisky culture in Bulgaria, building bridges between tradition and identity, as well as modernization and innovation in the business environment. It is also a recognition of the high professional and ethical standards we uphold at VM Finance Group and bring to the market,” said Alexandra Mircheva at the award ceremony.
“The Keepers of the Quaich honour Alexandra Mirtcheva for her exceptional contribution to the growth and appreciation of Scotch whisky in Bulgaria. Through her leadership of Avendi, she has transformed the category and established Johnnie Walker as the country’s leading whisky, driven by innovation, consumer centricity, and a deep commitment to excellence. Her recognition as a Keeper of the Quaich reflects not only her impact on the industry, but also her dedication to the heritage, craftsmanship, and global storytelling that make Scotch whisky a tradition worth cherishing“, shared Olena Neznal, Managing Director for Central and Eastern Europe (CEE) at Diageo.
“I am truly delighted that Alexandra Mircheva has been inducted as a Keeper of the Quaich. The sustained global success of the Scotch whisky industry is a direct result of passionate and hard-working leaders such as Alexandra. It was a great pleasure to celebrate her impressive and signifiant contribution to the development of Scotch whisky,” said Ewan Gunn, Senior Global Brand Ambassador for Luxury Scotch Whisky at Diageo and Master of the Quaich, during the ceremony.
VM Finance Group – a leading distributor of Scotch whisky in Bulgaria
VM Finance Group has established itself as one of the strongest and most recognizable leaders in the distribution of Scotch whisky in Bulgaria through its companies Avendi and Delion.
Over the past two decades, Avendi, part of VM Finance Group, has helped transform Bulgaria into one of the key markets for Scotch whisky in the region. Scotch volumes in the country have grown approximately threefold, while brands such as Johnnie Walker have become the most popular and best-selling imported spirits brand and leading whisky brand in Bulgaria. The country has also become a pilot market for global innovations and campaigns within Diageo’s portfolio.
These consistent achievements are reflected in Diageo’s most prestigious distinction “Partner of the Year,” which Avendi has received for the third time (2024), in competition with over 30 countries across Central and Eastern Europe and Asia.
The Avendi‘s Beverages Division is a recognized leader in the distribution and marketing of imported spirits, soft drinks and energy drinks, beer, and syrups in Bulgaria (IWSR, 2024), with a rich portfolio of international and Bulgarian wines (incl. Minuty, Château Galoupet, Patriarche Perre et Fils, Levent, Bessa Valley and others), leading champagnes (Moët & Chandon, Dom Pérignon, Veuve Clicquot, Ruinart) and premium waters (Perrier, S. Pellegrino, Acqua Panna and others). The company also actively supports the development of the bartending community and invests in initiatives such as World Class, Monin Cup, and Cocktail Journey.
Keepers of the Quaich – the international Scotch whisky society today
Founded by leading companies in the Scotch whisky industry – including major distilleries, brand owners, corporate leaders, visionaries, aristocrats, and key global figures – the society today brings together 18 companies and represents the heart of the global Scotch whisky community. Bringing together resources and expertise, it sustainably promotes and reinforces the value of Scotch whisky worldwide.
A ceremonial celebration in the heart of historic Scotland
The honorary title is conferred during a private ceremony and formal banquet attended by around 400 guests at Blair Castle, located in the heart of historic Scotland and the seat of the Dukes of Atholl for more than 750 years. Dating back to the 13th century, the castle is one of the longest continuously inhabited in Scotland and houses a unique private collection of weapons, armour, as well as Europe’s only remaining private army with official status granted by Queen Victoria in 1845.
This year’s banquet was attended by prominent representatives of the Scottish aristocracy, including the Earl of Hopetoun, 24th Grand Master of the Keepers of the Quaich; Chairman Aristotelis Baroutsis; The Right Honourable Viscount and Viscountess Thurso; The Right Honourable The Earl of Erroll; Their Graces The Duke and Duchess of Fife; The Right Honourable Earl and Countess of Dalhousie; the Right Honourable The Earl and Countess of Moray; The Lord Bruce; Bertie Troughton; as well as the Master of the Worshipful Company of Distillers, Daniel Szor, and his wife Katia Cikurel, alongside numerous Masters, leading blenders and master distillers, global industry executives, and prominent figures from the film, music, and cultural sectors.