As Whisky Creation Leader and Master Blender at Diageo, Craig Wallace plays a pivotal role in developing some of the world's most recognised whisky brands. From creating new liquid platforms and scaling innovation to mentoring whisky makers in emerging markets, his work combines technical expertise with a deep understanding of consumers and commercial success.

As a judge at the London Spirits Competition, Wallace brings that same perspective to evaluating spirits, assessing products not only for flavour but also for the quality, consistency and consumer appeal needed to succeed in today's marketplace.

You've been directly involved in building Diageo's whisky presence in new markets — training the India blending team, designing the new China distillery, co-creating Zhong Shi Ji with Yanghe. From a bulk and blending standpoint, what does "entering a new market" actually require that people underestimate?

Key areas when working with a new market are understanding the consumer and the culture to deliver the best-quality product for that market. We have sent bulk Scotch to many countries, and the key areas people sometimes forget about are complying with regulations, both SWA and local market regulations, to allow import and blending/bottling of a high-value product. This can give huge challenges; I have been involved in training/setting up accredited sensory panels, installing new filtration and bottling facilities. Managing the brand equity on the products. These are areas that all happen in the background to protect the quality of our historic and new brands alike.

When Diageo designs a new distillery or blending operation from scratch in a market like China, how much of that is adapting Scotch-making principles versus building something genuinely new for that market's palate?

For Yuntuo, the aim has always been to make a truly Chinese Malt Whisky that reflects the local culture, terroir, and people. It is true that the Scotch knowledge of over 200 years that Diageo brings is critical; however, I have always wanted to support the local team rather than “impose” Scotch principles. I want to use my experience to mentor and guide a new group of talented whisky makers that allow the Yunnan province terroir to shine through in Yun Tuo.

Image: Craig Wallace at Yuntuo working with local whisky makers.

You've led an R&D pipeline that's created new liquids and platforms like JW High Rye. From a bulk buyer or blender's perspective, how do experimental distillates move from lab curiosity to something that can actually scale commercially?

When I experiment, I am always mindful of the customer and consumer trends. In Scotch, we of course have to wait for liquids to mature, which takes 3 years + but often much longer. I sample the innovations during this time to check progress and ensure we bottle at the perfect moment. If things are moving well flavour-wise and still fit with current consumer preference, I would decide to repeat and scale up the initial innovation that may have been a very small batch in our pilot distillery initially. For large brands like Johnnie Walker or Buchanan's, we need scale in these liquids, so I am always mindful of this. Even when assessing lab distillated I need to think about which brand this fits with and the scale.

India is one of the world's largest whisky markets by volume. Having trained Diageo's blending team there, what's your honest read on where that market is heading — and what should international distillers and bulk suppliers watching India actually be paying attention to?

It is exciting times with the new FTA agreement now in place. I can see Scotch growing with more and more different styles being made available to consumers. We know historically what types of Scotch appeal to whisky drinkers in India, but we must be mindful of the new generation of consumers and be flexible to meet their tastes too. Indian Single Malts are now growing faster than International malts, and it is great to see the diversity of flavour from the regions/varying climates in India.

Image: Craig Wallace delivered a presentation to The Worshipful Company of Distillers on the rise of Indian Single Malts.

For smaller distilleries and bulk spirits producers hoping to get on a buyer's radar at Diageo's scale, what actually separates a compelling bulk liquid from one that gets passed over?

Flavour and consistency are the key; you need strict KPIs at your distillery and maturation sites to ensure all product is maturing to deliver great whisky in the bottle.

Consistency and flavour identity matter enormously in blending at scale. What's the biggest misconception producers have about what a global blender is actually evaluating when they taste a bulk sample?

I think some people think making blends is easy because of the scale, but I would argue that this makes it even more complex than a Single malt. Managing the quality of 30+ distilleries and 100 + blend recipes is a hugely complex craft to ensure the liquid in the bottle is the same year on year and of the highest quality.

Image: Craig Wallace with the Yuntuo team, helping shape a whisky that reflects the unique character of Yunnan. From local oak and climate to regional terroir, every step is part of creating an authentic and distinctive Chinese malt whisky.

Looking at where Diageo is investing next — new distilleries, new markets, new liquid platforms — what's the macro shift you think every distiller globally should be watching right now?

I think giving people options on format, flavour, and price will be critical in these times.

Outside of whisky — what's something you've been reading, watching, or listening to lately that you'd genuinely recommend?

Well, outside of the World Cup, I do enjoy a dramatic TV series!! The Night Manager was my favourite recently, as I enjoy a bit of suspense!!!

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Conclusion

Throughout his career, Craig Wallace has demonstrated that creating exceptional whisky is about far more than blending great spirit. It requires balancing innovation with consistency, respecting local markets while maintaining global quality standards, and never losing sight of the consumer. Whether developing new products, mentoring international teams, or judging the world's leading spirits, his focus remains the same: creating liquids that deliver lasting quality, authenticity, and commercial success.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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