Often described as the “Willy Wonka of Whisky,” Lumsden’s unconventional approach is actually what attracted MacRae to go work at Glenmorangie in the first place, he revealed.

“[Bill] is pretty much the epitome of nonlinear thinking,” the CEO said. “He’s always surprising us with his ideas, which are always a great creative leap-off point from a brand and marketing perspective.

“He’s been instrumental in his whole outlook, which embodies our brand values and purpose,” he added.

“There’s a wonderful synergy between the way he makes whisky. He does it in a way that is full of curiosity and imagination. We love embodying that in the brand itself. It’s fair to say that he’s, is in some ways, a creative director for the brand.”