In conversation with Ewan Gunn: The Global Voice of Scotch Whisky
By: Indu Joshi
Ewan Gunn’s journey into the world of whisky began on the rugged island of Islay in Scotland, where his grandparents lived near the renowned Lagavulin distillery. His first sip of Scotch with his father ignited a lifelong passion. “I had my first whisky ever — a Lagavulin single malt — with my father when I was 18,” he recalls. “It opened a world of flavour for me and led to my career.”
Gunn’s professional path meandered through various distilleries, including Springbank, before he found his stride at Diageo in 2011, where he now holds the role of Senior Global Luxury Ambassador, responsible for Diageo’s most prestigious Single Malts and Blended Scotch Whiskies. His role involves more than just promoting whisky; it’s about mentoring the next generation of whisky enthusiasts and breaking down the barriers of elitism often associated with Scotch.
His exceptional international work across a multitude of Scotch Whisky brands resulted in his 2012 induction as a Keeper of the Quaich. He was elevated to a Master of the Quaich — one of the highest honours in the Scotch Whisky Industry. He now represents Diageo on the Keepers of the Quaich Management Committee.
Whisky Without the Snobbery
Gunn is on a mission to democratise whisky. “Scotch is for the masses, not just for the classes,” he asserts. He believes that whisky should be enjoyed by everyone, regardless of their background or knowledge. This philosophy extends to his approach to whisky pairings, where he encourages experimentation and personal preference over rigid rules.
“I’ve been in the industry almost three decades, and I hear the myth everywhere: ‘In Scotland, you don’t drink it with mixers.” But we do! We always have whisky with soda, ginger ale, even honey and spices, since 400 years ago. People were making whisky cocktails back then. So yeah, I spend my life debunking that. If you’re appreciating it, you’re drinking it the right way.”
Drinking Scotch Around the World
Gunn’s role has taken him to 77 countries, each offering new experiences and insights into the global whisky landscape. From the bustling streets of Mumbai to the serene distilleries of Scotland, he’s seen it all. “Anywhere in the world where Scotch whisky is popular, I tend to pop up,” he quips.
Scotch has been in 180 markets for the best part of a century. He finds it interesting to see how modern consumers in different markets adapt Scotch drinking with their own unique pairing of food and experiences.
“I love it when cultures around the world take our Scotch Whisky and make it their own. Quite often it’s about how they drink it, the foods they pair it with, their local flair or flavours. And that’s not to say they don’t enjoy it neat or with a splash of water, but quite often it’s about the occasion: who they’re with, the music, the food. It shapes the experience and makes it unique to that place,” he says. “It’s also about elevating the whole experience, not just the drink, but how and where they drink it. It’s about the entire package.”
Sustainability and Scotch
“Across our Scotch business and at Diageo, we have strong sustainability targets. We have set goals for 2025 and 2030, reducing water usage, energy usage, and carbon footprint.
We also focus on consumer-visible actions. We just launched Johnnie Walker Blue Label Ultra — the lightest 70cl Scotch whisky bottle ever made — at just 180g. That reduces glass production and shipping weight. We shared the research and IP with the entire whisky industry because we want everyone to benefit from it. Sustainability is central to what we do now, as it should be.
I think as a nation and industry, we care about the future. We’ve been around 500 years, we want to be here for the next 500”, he says.
The Future of Scotch
Looking ahead, Gunn is optimistic about the future of Scotch whisky. He sees a growing interest among younger audiences and a shift towards appreciating the complexity of whisky over its age. “Historically, the perception of whisky is that it is pegged on older folks,” he notes. “However, we are seeing a much younger audience drawn to Scotch whisky for its complexity of flavours.”
Gunn also illustrates how innovation in terms of flavour, for e.g., the Johnny Walker Blue Label Umami and fresh new experiences of whisky with more evolved food pairings, unique cocktails and even music are attracting new younger audiences.
Pairing Whisky with Life’s Pleasures
Gunn’s expertise isn’t confined to tastings and masterclasses; he’s also a connoisseur of pairing whisky with music and food. He believes that the right music changes your perception of the liquid.
“I’m an avid music fan and have an extensive vinyl collection,” Gunn shares.
When it comes to food, he feels that local food of the many Scotch drinking regions across the world can shift the perception and flavours of the whisky. Historically, whisky and food pairings were quite straightforward — match rich whisky with rich dishes.
“We still do that sometimes, Johnnie Walker Double Black pairs well with spicy Indian fare, while The Singleton complements tandoori chicken.
But now we’re getting more experimental and matching contrasting flavours. We find dishes that amplify certain aspects of the whisky, and vice versa, even if they don’t match identically. So, you eat a dish, go back to the whisky, and suddenly your perception shifts. The other day, we paired a dish with a whisky, and suddenly the smoke in the whisky faded into the background and this beautiful white peach note came forward. The whisky hadn’t changed, just our perception.”
Gunn’s whisky pairing recommendations
Talisker with oysters, because he says, “Talisker’s got the smoke and spice, and then oysters have the sweet brine — and it just works beautifully.”
Lagavulin and blue cheese — smoky, rich, intense.
Johnnie Walker Gold Label Reserve with crème brûlée
Gunn’s music recommendations
Mortlach 20 Year Old | Massive Attack – “Angel”
Mortlach 30 Year Old | Portishead – “Glory Box”
Talisker 25 Year Old | Bloc Party – “Banquet”
Talisker 30 Year Old | The Black Keys – “Howlin’ For You”
The Singleton 40 Year Old | Dorothy Ashby – “Soul Vibrations”
Brora | Lubomyr Melnky – “Parasol”
Port Ellen Gemini | Agnes Obel – “Familiar”
Johnnie Walker Blue Label | Sabres of Paradise – “Theme”
Whisky as an Investment
Although not legally allowed to recommend investment strategies, he has this advice to offer:
“I would encourage people to look for whiskies that are a little bit unusual, maybe limited in production, so they’re not going to be around forever. And ultimately, if you’re collecting whisky, collect whiskies that you enjoy. For me, a great collection shouldn’t just be bottles sitting on a shelf. It should also be bottles that you open and enjoy with friends, with family. It’s bottles that you interact with and enjoy as well.”
Ewan Gunn is more than just a whisky ambassador; he’s a storyteller, a mentor, and a bridge between tradition and innovation. His approach to Scotch whisky is refreshingly unpretentious, focusing on enjoyment, exploration, and education. Whether you’re a seasoned whisky enthusiast or a curious newcomer, Gunn’s insights offer a compelling invitation to savour the world of Scotch whisky with an open mind and a discerning palate.
