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Text: Bamboo
Photos: from the Internet
Originally a historian with a PhD and teaching experience at the University of Glasgow, Morgan later joined United Distillers, the predecessor of Diageo. In 1997, Morgan became the global marketing director responsible for Diageo and Morgan's classic and rare malt whisky line.
Nick Morgan, a historian, became a global marketing expert and made history not only for Diageo but also for the Scotch whisky industry at the time. You might be surprised to learn that explaining and spreading Scotch whisky values accounts for 80-90% of the importance in the Scotch whisky business. In this respect, Morgan had an extremely successful career introducing single malt Scotch whisky to consumers.
Initially, Diageo wasn't a renowned Scotch whisky brand, lacking any flagship products. Diageo's long-term plan was simply to grow malt, sell whisky, and generate profit. It wasn't until Nick Morgan's time that Scotch whisky became a central topic of conversation among the aristocracy.
The story begins when David Gates, who currently heads Diageo's core premium spirits line, wants to bring Scotch whisky closer to everyone, rather than just a select few in society. To achieve this, he once again turns to the "gatekeeper" of Scotch whisky.
Dispelling some misconceptions about Scotch whisky is a long and difficult road, especially regarding the complexity of Scotch whisky quality. And Nick Morgan has always been an outstanding "gatekeeper" of the Scotch whisky world, bringing it closer to different social classes and making it one of the five main spirits highly favored by the Scottish people, made from pure water, yeast, and barley.
According to government regulations, all bottles of Scotch whisky must be produced entirely in Scotland, aged in oak barrels for at least three years, and have an alcohol content above 40%. Interestingly, it is believed that angels also enjoy whisky, as the alcohol content decreases by 1-4% annually (due to evaporation through the gaps), and this decrease is considered the angel's share.
Scotch on the Rocks
Source: The Drinks International
