Whisky Voices: Stewart Buchanan

This interview is the first part of my new “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.

A few days ago I had the pleasure of sitting down with Stewart Buchanan, Global Brand Ambassador for Benriach, GlenDronach, Glenglassaugh and one of the most engaging voices in Scotch whisky today. Over the course of a short but lively chat, I asked him five quick-fire questions. His answers were thoughtful, passionate, and at times delightfully unfiltered.

Whisky Hero

“Alan Winchester,” Stewart answered without a moment’s hesitation. “What that man doesn’t know about whisky isn’t worth knowing. Not just when it comes to production, but history, tradition, well every aspect of it. He just oozes knowledge and passion. I love the depth he brings. Alan Winchester is absolutely my whisky hero.”

Hard to argue with that. Winchester’s long career and immense influence on the Scotch whisky world make him a natural choice.

Whisky Villain

“For me, the villain is not using oak. I’ve seen producers in other countries using cherry wood or other types of wood, and that’s the villain in my book. Whisky should be oak, oak, oak.”

No mincing of words there. Tradition still matters, and oak remains the heart of whisky maturation, especially in Scotland and for Stewart.

Whisky Surprise

“I’m amazed at how new markets are emerging,” he said. “Just last week I spent more time with Turkish whisky lovers than I have in Paris or London. Turkey is one of the fastest-growing markets. Where did that come from? Tremendous potential there.”

I must admit, I didn’t expect Turkey to be part of this conversation either, but the whisky world is clearly changing fast.

Whisky Trend

When asked about current trends, Stewart got animated. “One of the most exciting things, especially among more experienced consumers, is a return to old-school classics,” he said. “Don’t get me wrong. We love sherry casks, and we’ll keep producing sherried whiskies. But I’m thrilled to see the revival of those old-style Speysiders: second-fill bourbon casks, old refill hogsheads. The classics are the mainstays of our tradition. Let’s bring back the hoggie!”

It’s hard not to smile at the enthusiasm. The renewed interest in classic cask styles feels like a comforting nod to whisky’s roots.

Whisky Wish

“My first wish is simply to make it through the next year!” he laughed. “But seriously, I wish for world peace. The world would be a far better place.

On the whisky side, I want to keep travelling and bringing whisky to new markets. We’re launching in India for the first time, Mexico for the first time, Latin America, and I want to be part of that growth, sharing our single malts as widely as possible.”

That mix of humility, ambition, and global vision sums up Stewart Buchanan rather perfectly.

I’ve spoken to many people in the industry over the years, but few match Stewart’s mix of deep knowledge after decades in the industry, as well as his unwavering passion, and infectious enthusiasm.

Sláinte!
- Thomas