With a background in history and academia, Dr Nicholas Morgan joined United Distillers – predecessor of spirits giant Diageo – in 1990.
There, he created what is now considered the world’s most comprehensive spirits archive, before making a somewhat unlikely transition to leader of Diageo’s global malt whisky marketing team.
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Nicholas retired from Diageo in December 2020 following the publication of his acclaimed book, A Long Stride, the Story of the World’s No 1 Scotch Whisky, written as part of the bicentennial celebrations of John Walker & Sons.
His latest book is Everything You Wanted To Know About Whisky (But were too afraid to ask).
The book aims to answer all of your burning questions; from what makes the perfect scotch and how to drink it like a pro, to an exploration of distilleries around the world and their fascinating (often scandalous) histories.
It’s filled with insider tips, such as how to find your new favourite bottle, and create the best whisky-based cocktails.
It’s a great read, and we discuss both it and the Johnnie Walker book later on in this interview with Nicholas, who is a Master of the Quaich – that’s one of the highest honours in Scotch whisky – and a member of the Whisky Magazine Hall Of Fame.
But I started by asking Nick about the challenges he faced marketing single malt whisky at Diageo in the 1990s.