How has the world of whisky and spirits in general changed since you first started working at Glenfiddich?

It’s cyclical at times, but I think there’s more of a sustained growth at the moment. It’s taken 20 years to become a success for a lot of brands. The introduction of craft has revolutionized the industry. It’s created a lot more offerings than your standard single malt Scotch or grain whisky.

What do you think catalyzed the interest among young people in Scotch whisky?

I think one of the things I’m finding is that young people are looking for something more authentic, with craft. It needs to be more than just a brand, it needs something with substance behind it. I think with the portfolio we have, we do quite well, in terms of having a good backstory behind the brand.

What is the significance of being a family-owned business, to you and to the brand?

Family-owned tells you that the amount of history and time and effort that has gone into building the company to where it is. It also makes you feel like you’re part of a bigger family. As individuals, we feel like some of the tasks and ideas we take on make a difference.