Positive Luxury Positive Luxury
For Immediate Release:
Dateline: New York, NY
Thursday, June 1, 2023


The Making a Difference series shares brand stories and actions from the people in our community who are driving change – offering inspiration and insights on the many routes there are to making a difference. Lucy Armstrong, The Glenturret’s Project Manager and Sustainability Lead has led this renowned Scottish whisky brand through their certification journey and is also spearheading the businesses path towards Net Zero.

As Scotland’s oldest working Distillery, situated in the picturesque Turret Valley, The Glenturret has a rich and fascinating history that dates back to 1763. Over the centuries it established itself as an emblem of Scottish whisky craftsmanship, producing exquisite single malt whiskies that exemplify the region’s distinct character and flavour.

. . .

Hi Lucy! Can you tell us about your role at The Glenturret and how it all began?

In early 2022, The Glenturret identified a need for a focused role in sustainability. I put myself forward with a keen interest in leading the distillery’s Net Zero Project. As Project Manager and Sustainability Lead at The Glenturret, I create, implement, and manage the distillery’s Sustainable Strategy, ESG+ framework and Emissions Reporting. I also manage our community working groups, charitable partnerships, and the distillery’s Green Team.

What qualifications do you have? Did they help in getting you where you are today?

Although not formally trained, I’ve found that, akin to the whisky industry, sustainability is a broad and engaging subject that you can gain a deeper understanding of through research, experience and learning from other best practices across multiple industries, not just your own. Expanding your network and being open to new concepts and ideas is essential.

Have you always worked in sustainability? If not, what did you do before?

In my teenage years, I thought about what I envisaged doing after school; never did I think I’d work in whisky! A very happy pathway to stumble upon!

After leaving University with a degree in Animation, I struggled for two years to break into the games industry, and I’d had my heart set on it for several years. Feeling frustrated and unsure of what to do next, I took solace in my job as a tour guide at The Glenturret Distillery. My years at Glenturret taught me that I loved the industry, the people, the fascinating history, and the traditions, and it gave me a renewed determination to change direction and pursue a career in Scotch Whisky.

Initially, I travelled across markets as a Global Brand Ambassador before working as a Retail and Business Development Manager. After returning to work from maternity leave, I had the opportunity to manage a variety of projects that ranged from marketing support to implementing till systems.

Since joining the distillery in 2006, I’ve been fortunate to have been involved with so many aspects of the industry. The variety I’ve experienced has given me a unique insight and understanding of the different environments, cultures and approaches to sustainability and its importance in distilling and preserving traditions for future generations.

What made you fall in love with sustainability?

As a child, I remember the wealth of bugs and creepy-crawlies that frequented our garden and how much I loved admiring the ladybirds in particular. Now three decades later, I have children of my own and every time I step outside with them, I can’t help but notice the depletion of the insects and how sparce the ecosystem feels these days. It’s a sad reality that I can count only a handful of times that they’ve ever seen a ladybird.

More than ever, we are acutely aware of the damage that we have done and that now is the time to act and make a change. I’m determined to set a good example to my children that you can be a force for good and make a conscious decision to protect our planet and embrace equality in our communities. I think it’s important to acknowledge that even the smallest changes can significantly impact.

What does your day-to-day look like?

Since starting my Net Zero role, my work has remained quite diverse. Typically, I work with all areas of our business to map out our sustainability strategy and reporting structure. I’m also working towards our first Green Tourism Award with our Visitor Centre team and hope to complete this in the coming weeks.

In addition to my sustainability role, I also manage the construction project for our new warehousing complex. This has presented us with an excellent opportunity to explore renewable energies and continue our commitment to looking at ways to reduce our carbon footprint with each new project. Importantly my role would not be complete without participation in the occasional whisky tasting!

What challenges have you faced?

As a small team, the biggest challenges that I’ve faced have been around expertise and resource. To keep the momentum high, I’ve secured vital assistance from our graduate intern as we continue to review our operations and data streams enabling us to build our emissions reporting structure.

I’ve also spent a considerable amount of time researching and connecting with sustainable professionals who have helped guide us towards greener practices, including explaining the basics behind all of the terminology! Sometimes it can be tough to know which areas to prioritise, and engaging with accredited bodies such as Positive Luxury is incredibly beneficial in bringing structure and meaning to your approach.

What are you most proud of?

I am incredibly proud of what The Glenturret team have achieved here. The earliest records of the distillery date back to 1763, and for over 250 years, we have been preserving the art of traditional distilling whilst setting ambitious targets to reduce our impact on the environment.
It’s been fantastic to see the results coming through from the recent production upgrades saving 28% water consumption, equating to 1,000,000 litres per year, 27% overall energy usage reduction per year and reducing our distillery waste by 1,000 tonnes per year.

Achieving Butterfly Mark certification was a significant milestone for us, and I’m delighted to have led the team through this process.

What advice would you have for anyone looking to contribute to their company’s sustainability goals?

First, I’d encourage and congratulate anyone willing to contribute positively to their company’s sustainable goals. Every little action can have a significant impact, whether switching to a reusable cup or leaving the car at home and taking a walk to work.

Making positive changes can also importantly inspire others to do the same or reflect on their impact. I also believe that everything starts at home. Create positive habits in your personal life, and they’ll naturally feed into your work life.

What’s next for you?

I’m delighted with the progress that we’ve made in the last 12 months, from implementing an Environmental Management System to creating our Sustainability Strategy and mapping out our journey to Net Zero by 2040. The next steps will be around maintaining the high momentum to make positive changes across our business as we continue to grow the brand and our team. I’m genuinely excited to see what the next 12 months will bring!


< Back

About Positive Luxury

 Since 2011 Positive Luxury has been accelerating organizations' adaptation to the new climate economy, keeping clients ahead of cultural and economic shifts. The company's unique four-part methodology is the only ESG assessment and certification program designed specifically for the luxury industry and incorporates a particular focus on innovation. Visit: www.positiveluxury.com and follow @Positiveluxury  

 Rejecting the traditional model rating past performance, Positive Luxury provides clients with precise gap analysis and the ability to identify and address current and future sustainability risks and diagnostics. In addition, the Connected Butterfly Mark communication tool also helps them leverage areas of strength and opportunities for competitive advantage.

 Companies that meet Positive Luxury's exacting standards for certification are approved for the Butterfly Mark, a globally respected trust mark, independently verified, signaling that companies meet the highest standard of sustainability best practice across ESG+: environmental, social, governance and innovation. With a growing community of nearly 200 luxury companies, Positive Luxury has created a community of brands, retailers, and suppliers taking tangible action – measuring, managing, and reporting their ESG impact.


Diana Verde Nieto, Co-founder, and Co-CEO of Positive Luxury 

Diana Verde Nieto is the Co-founder and Co-CEO of Positive Luxury, a pioneer in ESG, and a globally recognized figure in sustainability. Diana holds a degree in Global Leadership & Public Policy from Harvard Kennedy School, was trained by Former USA Vice President Al Gore at the Alliance of Climate Protection and was subsequently honored by the World Economic Forum as a Young Global Leader. In addition, Diana sits on various boards, including BA&SH and Grass Roots Soccer, an adolescent health organization that leverages the power of soccer to educate, inspire, and mobilize youth in developing countries.

"Consumers, employees, and the investment community demand transparency and accountability from brands, and our new Connected Butterfly Mark answer to that. From a single source of truth, people can easily access an unparalleled depth of verified ESG+ verified performance data, including a brand's sustainability journey, clearly stating their actions and ambition. This level of disclosure raises the bar for Luxury and beyond." Diana Verde Nieto, Co-Founder, and Co-CEO of Positive Luxury


Amy Nelson-Bennett, Co-CEO

Amy Nelson-Bennett brings 25 years of global experience across business transformation, brand and commercial strategy, and digital commerce and communications gained across media, retail, and luxury goods. Most recently, she led the successful turnaround of Molton Brown as CEO & President and joined the PE-backed Clive Christian Group to modernize the brand and operations and deliver rapid growth. Amy is responsible for the strategic direction of Positive Luxury, brand and commercial strategy, and day-to-day business operations. By championing a new definition of Luxury that aligns with the core principle of Luxury and sustainability, she aims to accelerate the actions of the Luxury industry and the collective positive impact it can make on nature and society. 

"Our unique four-part methodology – assessment, certification, trust-building, and future-proofing – ensures every luxury business can continuously improve its ESG performance, realize ROI and optimize sustainability as a driver of corporate value. In addition, the Connected Butterfly Mark certification sets a new public disclosure standard for certified companies and the unique value Positive Luxury provides to luxury brands, retailers, and suppliers." – Amy Nelson-Bennett, Co-CEO of Positive Luxury.

For more information, please contact: Amore Philip | Apples & Oranges Public Relations | 929-229-5512 | Admin@aoprllc.com

News Media Interview Contact
Name: Amore Philip
Title: P.R. Director
Group: Apples & Oranges Public Relations
Dateline: New York, NY United States
Direct Phone: 929-229-5512
Cell Phone: 347-683-6626
Jump To Positive Luxury Jump To Positive Luxury
Contact Click to Contact