The whisky world is undergoing a subtle, yet significant shift. For the very first time, a woman is leading the whisky program at The Glenmorangie Distillery, marking a pivotal moment for an industry traditionally dominated by men. Sarah Ramsay, previously with Chivas Brothers, is stepping into the role, promising a fresh perspective and potentially, a new era of innovation.
The appointment follows a long-standing tradition of male leadership within the industry, as reported by the *Daily Business Group*. However, the move comes at a time when the whisky landscape is experiencing increased diversification, with consumers demanding more nuanced and varied flavor profiles. The Glenmorangie Distillery, renowned for its coastal maturation techniques and elegant single malts, has long been a stalwart of the Scottish whisky scene, but this appointment signals a deliberate broadening of its approach.
Beyond the Bottle: A Different Palate
At the heart of this change lies a critical understanding of sensory perception. As noted by *All About Beer*, individual tastes and sensitivities vary dramatically, influenced by everything from genetics to cultural backgrounds. For decades, the dominant narrative in whisky production has centered around a relatively narrow band of preferred flavors – often leaning towards rich, oaky notes. Ramsay’s background, particularly her experience within Chivas Brothers, suggests a potential injection of a critical new element into The Glenmorangie’s process. This could lead to innovative developments in flavor profiles that have been previously overlooked, perhaps by incorporating more subtle floral or citrus notes, or by exploring alternative maturation techniques that deviate from the established norms. The distillery is already experimenting with using different cask types – beyond traditional American and European oak – and Ramsay’s expertise will undoubtedly play a key role in shaping these experiments.
While the core motivation remains broadening the voices within the industry – long overdue in an area historically dominated by men – the potential for genuine flavor exploration is a significant development. There’s a growing recognition that ‘classic’ whisky doesn’t necessarily equate to ‘best’ for everyone.
Focusing on the Consumer
Ramsay’s prior experience with Chivas Brothers, coupled with the *Brewers Association’s* increasing emphasis on understanding consumer preferences, suggests a strategic, data-driven approach to the role. The whisky industry is increasingly recognizing the need to cater to a wider range of palates. For example, younger drinkers are demonstrating a preference for lighter, more approachable styles, while older consumers may still appreciate the complexity of a heavily sherried whisky. Simply producing more whisky, regardless of style, isn’t enough; understanding what consumers *want* to drink – and having the ability to refine those preferences – is paramount. Ramsay’s ability to translate these consumer demands into tangible production decisions will be crucial to The Glenmorangie’s continued success.
Furthermore, the Brewers Association, a non-profit trade group representing American craft brewers, has been a key voice in advocating for greater consumer engagement and understanding within the industry. Their focus on data-driven decision-making—analyzing sales trends, conducting consumer surveys, and tracking flavor preferences—mirrors Ramsay’s approach.
This appointment signals a broader trend within the whisky industry – one where experience, innovation, and a keen understanding of the consumer are all being valued. It also highlights the importance of adapting to evolving tastes. The rise of craft distilleries, many of which champion unique and experimental flavor profiles, has forced larger brands to re-evaluate their approaches.
The Glenmorangie Distillery has always been known for its meticulous attention to detail, and Ramsay’s arrival suggests a renewed commitment to that ethos. While it remains to be seen how Ramsay’s leadership will unfold – her upcoming tasting panel sessions and planned distillery tours will undoubtedly generate significant interest – her arrival undoubtedly marks a significant step toward a more diverse and exciting future for the world of whisky. The industry will be watching closely to see if this new perspective can unlock a new level of innovation and appeal for The Glenmorangie Distillery, and perhaps, inspire a wider shift within the global whisky landscape.
Source: https://dailybusinessgroup.co.uk/2026/01/first-female-takes-up-whisky-role-at-pivotal-time/
