Glenmorangie whisky creator Dr Bill Lumsden on luxury, innovation and the future of Scotch

Dr Bill Lumsden, Glenmorangie's Director of Whisky Creation, Distilling & Whisky Stocks, shares how his decades-long approach to whisky making blends scientific precision with creative experimentation while staying rooted in flavour. In the interview, he discusses what defines a luxury whisky, why innovation should always enhance taste rather than chase novelty, and how changing consumer preferences are driving demand for authenticity, craftsmanship and immersive whisky experiences.

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