Craig Wallace’s 26-year journey at Diageo is a quest in the evolution of whisky. As Master Blender, he oversees a portfolio that includes iconic brands such as Buchanan’s, Old Parr, and Black & White. Wallace’s approach is rooted in deep cultural understanding and a commitment to quality, from introducing tequila cask finishes to exploring emerging markets like China and India. By blending regional flavors with global appeal, Wallace is helping shape the future of whisky. In this interview, Wallace shares his insights into embracing contemporary flavours and trends while maintaining decades worth of whisky legacy.

Craig, with Diageo’s diverse portfolio, how do you approach preserving the signature flavour profiles of each brand while introducing nuanced elements to keep them contemporary?

Quality is the key from the raw materials, to the new make to the casks with a passionate team looking after each step. My role involves maintaining quality at each step and this is my passion on a day-to-day basis. If I do this then I am super confident that the brand portfolio will be maintained as it has been for 200 years. Innovation is also very important and I lead this pipeline in the Scotch team. I have to plan ahead to ensure the casks are laid down for the future so they are ready when called upon.  I have created a pipeline of whisky over the past 10 years that is now ready to be released across various brands, the first being JW High Rye with more to follow!

Image: Johnnie Walker High Rye; Source - Diageo.

You’ve crafted whiskies for distinct cultural palates like Zhong Shi Ji for the Chinese consumer, India, and beyond. What’s the key to translating local preferences into a whisky that resonates globally?

I always strive to understand the consumer when developing a new whisky. There are so many nuances and flavour preferences globally and this knowledge comes from informally speaking to local people as well as research studies. Spending time in the countries also really helps! I then need to use my whisky experience to translate this into a liquid that they will love!

Image: Zhong Shi Ji launch; Source: Linkedin Post.

Whiskies mature differently across climates and over time. How do you adapt your strategies to bring out the best in a whisky’s flavour, whether aging in Scotland’s temperate climate or India’s tropical heat?

It all comes down to flavour and balance. You need to be careful in any climate not to age the whisky or mature too fast meaning the distillery and wood character are out of sync.. They need some time to integrate with each other. This is clearly more tricky in warmer climates however virgin oak in Scotland can also be a little challenging!! I want the distillery flavour to be present as well as the oak flavour so the only way to ensure this is what I need is regular sampling and nosing/tasting of the whisky.

From tequila cask finishes like Buchanan’s Two Souls to exploring new flavor profiles, how do you approach innovation in whisky creation, and what trends do you think will shape the next wave of flavor exploration?

I am always looking to either add to the whisky flavour wheel or intensify a flavour segment of the wheel. Doing something like Tequila casks in Scotch which was an industry first at the time was very exciting you don’t get these opportunities too often in your career! I think local flavours are very important in innovation whether it be Scotch, Chinese or Indian whisky. Being inspired by these and then creating a local twist in the whisky is going to be part of the next wave of flavour exploration. In China, I have spent a lot of time learning about the flavours of Yunnan and this is inspiring my thoughts for the flavour of Yun Tuo. 

Image: Buchanan’s Two Souls; Source - Linkedin Post.

As a sensory expert, how do you leverage the science of flavour compounds to achieve depth and complexity in a whisky?

I use Science every day as I work with an amazing team of flavour chemists who help me unlock and decode the compounds in whisky. I use this as an extra layer of knowledge to add to my sensory skills. When it comes to depth and complexity it is more about understanding each whisky at my disposal when creating a new blend and how these will layer together in the final vatting. Sometimes it is surprising how little of a particular whisky you need to get a huge impact on mouthfeel, body and complexity.

Image: Craig Wallace with Chinese Whisky Specialists at Yunnan.

The concept of terroir is becoming more prominent in whisky discussions. How do you approach capturing and enhancing the regional characteristics of whiskies from places as varied as Scotland, India, and China?

As I mentioned this is critical to the future of whisky. Each country needs to have its own identity of whisky. Scotch clearly has many different styles for such a small country but this has only come from hundreds of years of natural development due to innovators such as Alexander Walker and Peter Mackie. India has changed hugely in the past 10 years from smooth and light IMFL whisky to now world-renowned Single Malts that tend to lean on the local climate to allow rich and complex mature liquids. China will be an interesting development but what I am passionate about is like the other 2 it finds it own way with local people working with established experts to develop flavours inspired by the diverse culture in each province. 

When crafting a blend, how do you achieve a balance between harmony and complexity, ensuring it feels familiar yet offers surprising new dimensions?

With over 30 distilleries and multiple cask types along with a significant experimental pipeline, I am always aiming to bring a point of difference whilst paying homage to the brand heritage. For example, Buchanan’s Two Souls is a true Buchanan’s blend with deep smoky flavours but I layered on top some citrus and charred agave notes from the Don Julio casks.

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After years of crafting iconic whiskies, are there particular flavour journeys or combinations that still excite you, or is the process of discovery itself the ultimate reward?

Whisky, although the process is long established over hundreds of years always surprises me with a new twist on flavour - this is what excites me at work each day. Whether it is setting up cask trials to explore new flavour options or travelling to China to help with novel cask and raw material sourcing I am very lucky that I am passionate about flavour and this is the key to my job!

Image: Craig at Yun Tuo to work with the amazing China whisky team on their new make. Source: Linkedin Post.

What are you drinking on a Friday evening?

Glen Elgin 12yo – a great dram from one of Scotland’s more innovative distilleries where I have spent many hours!!

Conclusion

For Craig Wallace, whisky-making is all about exploration and discovery. From experimenting with tequila casks to navigating the unique challenges of tropical maturation, he’s constantly pushing boundaries in whisky making. Whether he’s crafting whiskies for new markets like China or reimagining Scotch with bold, contemporary twists, Craig’s passion for flavour is at the heart of everything he does. Under his leadership, Diageo isn’t just preserving a rich legacy—it’s carving out exciting new paths for whisky lovers around the world. With projects like the Yuntuo Single Malt Distillery and a focus on the future of whisky innovation, Craig Wallace’s journey shows that the possibilities in whisky-making are as limitless as his imagination.

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

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