Whisky Voices: Martin Markvardsen
This interview is part of my ongoing Whisky Voices series, where I sit down with leading voices in the whisky world, from distillers and writers to ambassadors and innovators, to capture their unfiltered thoughts on heroes, villains, surprises, trends, and wishes.
For this edition, I caught up with Martin Markvardsen, Senior Global Brand Ambassador for Highland Park at Edrington. A veteran of the whisky world, Martin’s energy and warmth are legendary on the festival circuit, and his answers reveal both reverence for the greats and optimism for the future of whisky.
Whisky Hero
“I have many,” Martin began. “This industry is full of heroes, so I’ll divide them into categories.”
Writers: “No doubt Michael Jackson. His books got me into this wonderful world. Charles MacLean. His works on Scotch whisky history are still my go-to encyclopaedias. But also Dave Broom and Ingvar Rönde, their up-to-date books continue to inspire me.”
Industry: “The true heroes are the modern pioneers; Jim McEwan and Jim Swan are at the top of my list. And within my own whisky world, I have to say Jason Craig, Gordon Motion, and Marie Gulliver. They’ve really inspired and mentored me.”
A rich tapestry of influences that speaks to both passion and gratitude.
Whisky Villain
Martin didn’t hold back on this one. “Ahhh! Must be the cask investment companies promising quick returns,” he said. “It’s hard for me to accept, because there’s no such thing. It all comes down to quality, brand, and patience.
Another thing? Flipping bottles. I’m not a big fan… actually, I kind of hate it.”
A sentiment I know many whisky lovers will share. Whisky is truly meant to be opened and shared with good friends, not hoarded for profit.
Whisky Surprise
“This one’s tough,” Martin admitted, “but when I think about it, I get surprised very often. There are so many new distilleries making amazing whisky.
Recently, some of the American Single Malts really blew me away. I’ve always loved bourbon, but the Americans can also make great single malt.
And closer to home, a new edition from Stauning in Denmark really surprised me with its balance and complexity. Copenhagen Distillery also continues to do really interesting things. Definitely one to watch.”
He paused, grinning. “Of course, I could mention one of the whiskies I represent, but that might be too obvious,” he laughed. “Even though, honestly, I’m surprised every time I taste it.”
Whisky Trend
For Martin, the most exciting shift has been in how people enjoy whisky.
“I’m really old-school in how I drink whisky, or at least I used to be,” he said. “But over the last few years, whisky cocktails have completely changed my mind. Bartenders today have reinvented the category, and there are some incredible drinks out there.
One thing though… a whisky highball with Highland Park 15 Year Old, that’s my favourite drink right now. Love it… LOOOOVE it!”
Proof that even a seasoned traditionalist can still be surprised by a splash of soda. And here we have it, yet another mention of the whisky highball as a trend.
Whisky Wish
Martin’s wish was both heartfelt and hopeful.
“I wish for the industry to really rise and shine again,” he said. “And I hope all the new distilleries around the world survive.
Personally, I just wish for many more years in this amazing industry, one where competitors can be friends, colleagues feel like family, and consumers bring smiles to faces.”
A reminder that whisky is, at its best, about people and shared passion.
Sláinte!
- Thomas
