Richard Burrows, for many years the face of Irish Distillers, has become chairman of the Scotch Whisky Association (SWA), the scotch industry lobby group.
The appointment came after Mr Burrows retired as deputy chief executive of Irish Distillers's owner, Pernod Ricard, at the start of this year.
He professed himself "delighted" to be taking up the SWA role "at an exciting time for scotch whisky distillers".
The chairman position will see Mr Burrows representing 56 whisky producers which comprise 98 per cent of the scotch industry. He said the association's priority must be to "take a lead in securing fair access to our export markets, protecting scotch whisky from unfair competition and promoting sensible attitudes to alcohol".
Mr Burrows has been on the council of the SWA since 2002 and takes over the chairmanship from Diageo chief executive Paul Walsh.
His appointment has caused eyebrows to be raised in Scotland, where one media report yesterday wondering if there was an "irony" in an Irish whiskey man taking the helm at SWA.
The same report, in the Sunday Herald, quoted an unnamed SWA member suggesting that neither Mr Burrows nor his predecessor have "whisky coursing through their veins".
A spokesman for Irish Distillers, where Mr Burrows is still chairman, last night rejected this suggestion, pointing out that the company actually distributes a range of scotch brands for Pernod Ricard in the Republic.
These brands include Chivas Regal, Clan, Campbell and Ballantine's. Scotch and whiskey collectively represent 39 per cent of Pernod Ricard's overall portfolio, with scotch comprising slightly more than half of this.
The spokesman said the new position would not be a "conflict" for Mr Burrows or Irish Distillers, which makes Jameson.
Mr Burrows (60) has remained as a director of Pernod Ricard since his retirement. He is also chairman of Bank of Ireland, having taken up the role in July.
Mr Burrows became joint deputy chief executive of Pernod Ricard in 2000, having joined the company when it acquired Irish Distillers in 1999 after a protracted takeover battle.
He remains a director of Pernod Ricard.
