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It is my very great pleasure to thank the following for their kind assistance and helpful comments.

Author and bon viveur Charles Maclean for reading a late draft of Chapter 2 and for his thoughtful remarks; Martin Riley, sometime Chief Marketing Officer of the Pernod Ricard Group and Master of the Worshipful Company of Distillers, for his contributions and challenges to Chapter 7; Anthony Wills (Kilchoman); Anssi Pysing (Teerenpeli); Ian Chang and the late Dr James Swan (Kavalan); Dr Nicholas Morgan and Alban Maginness (Johnnie Walker); Glen Barclay and Dave Martin (Scotch Whisky Association), and Ken Grier (Edrington Distillers) for their assistance with the respective case studies. Greg Dillon ( offered insights into the murky world of social media and, once again, my wife Lindsay was patient, understanding and a model of forbearance during the creation of this book.

Any errors and omissions remain entirely my responsibility.

Ian Buxton

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