'I’ve always been struck by the resilience of Scotch whisky' - Scotch Whisky boss on state of industry
In late 2025, after more than 30 years in the whisky tourism industry, Susan Morrison, CEO of the Scotch Whisky Experience in Edinburgh was inducted into the Whisky Hall of Fame. She chats to Rosalind Erskine about her career to date, the state of the industry and what the next 30 years might look like.
The last year has been tough for the Scotch whisky industry; with a reported 1,000 job losses, the stopping or slowing of production and now distillery and visitor centre closures, the downturn since Covid has been stark and prolonged. Despite this, there are still new whisky releases, inaugural bottlings and plans for new distilleries.
Someone who has been at the forefront of whisky and tourism in Scotland is Susan Morrison, CEO of the Scotch Whisky Experience in Edinburgh. Ms Morrison was recently awarded whisky’s highest global honours award, by being inducted into the Whisky Magazine Hall of Fame and she’s confident about the industry future, saying: “I’ve always been struck by the inherent resilience of both the Scotch whisky and tourism industries in Scotland.
“Scotch is a drink that needs, by its very nature, a long term outlook and the history both in SWE’s lifetime and before has so many examples of peaks and troughs, resilience and come-backs. For whisky tourism specifically, there had never been a tougher challenge than the pandemic. Forced closure throughout lockdown was a time of collaboration and support like never before.”
Ms Morrison started her career in tourism and whisky at the Scotch Whisky Heritage Centre, which is now known as the Scotch Whisky Experience. This led to her career there, and a “lifelong love of Scotch.”
She said of her early days: “My career in whisky and tourism began while I was still a student, working in a summer role as a seasonal tour guide at the newly opened Scotch Whisky Heritage Centre (now The Scotch Whisky Experience) on Edinburgh’s Royal Mile. What began as a temporary position quickly developed into a passion for Scotch Whisky.
“This early experience sparked a lasting love for Scotch whisky and its rich heritage, leading me to progress through a number of roles across the organisation, including whisky buyer, operations, retail, and management. Each position broadened my understanding of the industry from a different perspective, and in 2018 I was honoured to be appointed Chief Executive, a role that continues to be both a privilege and a source of great pride.”
While we’re now facing a shift in whisky tourism, with a huge focus on luxury, there has also been the reported plans to close the visitor centre at Clynelish in Brora after Diageo spent a huge sum revamping it. But this access to whisky production wasn’t always a given, as Ms Morrison describes: “When we first opened there were only a few distilleries open to visitors, since then Scotch Whisky Tourism has become a sector in its own right. It has been a joy to see more and more distilleries, over the years, join our pre and post season Distillery Visitor Centre & Brand Home meetings. It’s a sector that is built on quality and excellence - I remember clearly the day that the Chief Executive of ASVA (Association of Visitor Attractions) told me that it was the sector with the highest number of 5 star attractions in Scotland.”
As for scotch whisky as a drink, Ms Morison was only 18 when she first started working in the sector, and hasn’t found her favourite dram yet: “When I began my first role at the then Scotch Whisky Heritage Centre I had only just turned 18 and had never tried whisky so like many of our team this was my opportunity to begin a journey of discovery. One of my early loves was Highland Park which has remained one of my “go to” drams ever since.
As for now, there is a much more diverse audience drinking whisky and it’s so much more than a drink, as Ms Morrison explained: “Perhaps we have been unique in always having had a broad and mixed demographic. It will not surprise anyone that knows our team to hear that at SWE Scotch has never been a gendered drink, but one thing that has changed is that there seems to be an even wider appeal now - our biggest audience group is 25-35 years old.
“There is a strong trend of enjoying whisky in a far broader and more responsible way. As people learn more they realise that consumption is part of the whisky experience, but far from all of it. Whisky is culture, connection, history, and legacy, it’s a journey that is far more than just a drink.”
Ms Morrison’s career has been celebrated as she was recently presented with a Whisky Magazine Hall of Fame award. Of this she said: “It was a real honour to be welcomed into the Whisky Magazine Hall of Fame, and something I feel incredibly proud to receive. To be recognised on such a global stage, alongside people I have long admired, is very special.
“This recognition isn’t just about my own journey, it reflects the dedication, passion, and hard work of the incredible teams I have worked with over the past three decades at The Scotch Whisky Experience. Together, we have helped people from all over the world discover, understand, and fall in love with Scotch whisky, and that shared achievement makes the recognition even more meaningful.”
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