Text: Truc
Photos: from Internet
A historian with a doctorate and a teaching position at the University of Glasgow, Morgan later joined United Distillers, the forerunner of Diageo. In 1997, Morgan became global marketing director for Diageo and Morgan’s classic and rare malt whiskies.
Nick Morgan, a historian, became a global marketer and made history not only for Diageo but also for the Scotch Whisky industry at that time. You may be surprised to know that 80-90% of the importance of the Scotch Whisky business is explaining and spreading the values of Scotch. In this respect, Morgan had a very successful career introducing single malt Scotch Whisky to consumers.
Diageo was not a big Scotch Whisky brand to begin with, with no flagship brand. Diageo’s long-term plan was to simply grow malt, sell whisky and make a profit. It was only under Nick Morgan that Scotch Whisky became a topic of conversation among the aristocracy.
The story begins when David Gates, who currently holds the position of leading the core premium spirits category of Diageo, wanted to make Scotch Whisky more accessible to everyone, instead of just a special class in society. To do this, he once again turned to the “gatekeeper” of Scotch Whisky.
Clearing up some misconceptions about Scotch Whisky is a long and difficult road, especially about the complexity of Scotch Whisky quality. And Nick Morgan has always been an excellent “gatekeeper” of the Scotch Whisky world by bringing Scotch Whisky closer to different classes, becoming one of the 5 main types of alcohol that are very popular with Scottish people, made from clean water, yeast and barley.
By government law, all Scotch Whisky must be produced entirely in Scotland, aged in oak barrels for at least three years, and have an alcohol content of over 40%. Interestingly, angels are believed to enjoy Whisky, as the alcohol content decreases by 1-4% every year (due to evaporation), and the decrease is the angel's share.
Scotch on the rocks
Reference from The Drinks International
