In this in-depth conversation with Sid Patel, CEO of London Competitions and Beverage Trade Network, Craig Wallace, Master Blender at Diageo, shares how he approaches blending spirits for diverse global markets.

From what separates a truly global brand from a strong local favourite, to how consumer insights from fast-evolving Asian markets like China and India influence product development, Craig offers a rare look into the thinking behind some of the world’s most commercially successful spirits. Tune in to hear how consistency, performance, and innovation are balanced at scale.