Whisky writer and Diageo veteran Dr Nicholas Morgan

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Whisky writer Dr Nicholas Morgan is a 30-year veteran of spirits giant Diageo, with a background in history and academia.

He joined Diageo's predecessor, United Distillers, in 1990, creating 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.

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 Need to Know About Whisky (But are too afraid to ask).

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.

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