Take Five - Zümrüt Yezdani Kedik

Zümrüt Yezdani Kedik 

Legal, Communication & External Affairs Director, Pernod Ricard Türkiye 

Türkiye is what is called a ‘dark market’, after legislation passed in 2013 banned the promotion and advertising of alcohol. Zümrüt was hired as Legal Counsel to help navigate these new laws and ensure things were done by the book. She was quickly promoted to Corporate Communications Director and, in this role, she was able to bring a little piece of Scotland to Türkiye, working in conjunction with the British Consulate General. This involved hosting St Andrew’s Day events and Burns Suppers, with Scotch Whisky at the heart of them. Conversely, Zümrüt was also able to bring key Turkish decision-makers to Scotland, allowing them to experience the Scotch Whisky tradition first hand by visiting distilleries.

“It’s been a journey of problem-solving, storytelling and a deep appreciation for Scotch Whisky,” says Zümrüt. “I never thought the job would become this big, but I am passionate about the product and was happy to be given the extra responsibilities. 

 “I led the organizing committee for the launch of the Turkish Chapter of the Keepers of the Quaich five years ago, and most recently, for the fifth anniversary celebrations in Türkiye again.” 

 Even in such a restricted area as Türkiye, the growth of Scotch Whisky is strong. Türkiye is one of the fastest growing markets for Scotch in the world.  

 “Becoming a Keeper represents the work I have done to heighten the profile of Scotch Whisky in a challenging market. I feel that, just like whisky ages in a barrel, all the time and effort I have spent promoting the product has now been recognised.”