Whyte & Mackay CEO Bryan Donaghey Talks Legacy, Luxury, and the Future of Whisky

Photo Credit: Whyte & Mackay

Bryan Donaghey has been a force in the drinks industry for nearly three decades. Since stepping into the role of CEO at Glasgow-based Whyte & Mackay in 2013, he’s steered the award-winning whisky maker through a dynamic era of growth, innovation, and global expansion.

A Chartered Accountant by training, Bryan spent over 16 years at Diageo, where he rose through the ranks to lead spirits production across Europe. Today, he brings that same strategic finesse to Whyte & Mackay, overseeing a team of 700+ across five distilleries, a cutting-edge bottling hall, a major distribution centre, and the company’s Glasgow HQ — not to mention a global network of colleagues championing the brand around the world.

Whyte & Mackay’s portfolio speaks for itself: it includes four acclaimed Single Malt Scotch Whiskies — The Dalmore, Jura, Fettercairn, and Tamnavulin — along with Whyte & Mackay Blended Whisky, The Woodsman, and Glayva Liqueur. Under Bryan’s leadership, the company has committed more than £100 million in investment to ensure its brands don’t just compete — they lead. His vision? To build a portfolio of standout spirits that define the future of whisky. As The Dalmore Luminary No.3 – 2025 Edition – The Collectible rare Single Malt Whisky Aged 17 Years – the third chapter in the celebrated Luminary Series created in partnership with Scotland’s design museum, V&A Dundee –  is being released globally, we sat down with Bryan to talk all things business and whisky.

Photo Credit: Whyte & Mackay

The Dalmore has transformed from a traditional single malt to a symbol of luxury and innovation. What were the pivotal decisions or strategies that catalyzed this evolution?

One of the most pivotal early decisions was to put the iconic 12-pointed Royal Stag’s head on every bottle of The Dalmore, as a guarantee of peerless quality. This was the first step on a long journey to transform the brand, and a decision I wish I could claim but it was taken before my time with The Dalmore.

How do you balance honoring The Dalmore’s rich heritage with the need to innovate and appeal to modern consumers?

Balancing heritage and innovation is about respecting our rich history while embracing modernity and this starts with our whisky making. In our production we create a unique new make spirit which is particularly well-suited to longer and more complex maturation. This allows our visionary whisky makers, with their long-standing relationships with some of the world’s greatest bodegas and wineries, to create whiskies that align with our legacy and high standards. Our whisky makers have been responsible for pioneering some of the greatest whiskies of their generation, like the King Alexander III, a world first, 6-cask finish. Also the first release in our world-first Luminary Series in partnership with V&A Dundee, Luminary No.1, presented a rare whisky matured in a unique, hand crafted Kintsugi cask combining three different wood types – not only capturing the essence of the campaign story, having collaborated with the design museum’s Japanese architect, Kengo Kuma and the imagination of today’s consumer – but also honouring the sanctity of traditional crafts.

In what ways has the global perception of The Dalmore shifted under your leadership, and what do you attribute this change to?

By emphasizing the brand’s rich heritage, craftsmanship, and unique cask curation we have successfully elevated The Dalmore’s prestige in global markets. The Dalmore has further cemented its position as a globally-revered single malt whisky, elevating its prestige through a deep respect for heritage, craftsmanship, and unparalleled cask curation. We have embraced our over 180-year legacy, ensuring that the artistry and vision of generations of whisky makers remain at the heart of everything we do. This unbroken chain of expertise has reinforced our commitment to constant evolution—always striving to craft the finest single malt whisky. Our Highland distillery, home to some of the world’s rarest and most scarce single malts, serves as a powerful reminder of the extraordinary pedigree we uphold. Yet, beyond celebrating our past, we have also been highly attuned to shifting consumer interests – recognizing the growing demand for ultra-premium expressions, exclusive collaborations, and thoughtfully curated whisky collections. By responding to these evolving needs, The Dalmore continues to captivate both connoisseurs and new whisky enthusiasts alike, solidifying its place not just as a revered name in whisky, but as a cultural icon.

The partnership with V&A Dundee and the creation of The Luminary Series highlight a deep connection between whisky and art. What inspired these collaborations, and how do they reflect The Dalmore’s brand ethos?

These collaborations and the Luminary Series reflect our commitment to excellence and creativity and in them we have found a shared ethos of fostering exceptional creativity and innovation. At its heart is our desire to showcase whisky as an expression of design.

Can you speak to the brand’s decision to launch at the Venice Biennale for the first time?

We saw launching Luminary No.3 at the Venice Biennale as an opportunity to strengthen our link with the global design and architecture community. Not only were we there with our long-standing partner in Scotland’s design museum, V&A Dundee and talent from each release in celebration of the entire Luminary Series, this year we are there as Supporting Partner of the British Pavilion exhibition until November. Together it all tied seamlessly to create a moment of deep, enriching storytelling and connection.

How do you envision the role of design and aesthetics in enhancing the whisky experience for consumers?
Design and aesthetics play a crucial role in enhancing the whisky experience by creating a visual and sensory journey that complements the rich flavors of The Dalmore whisky. By embracing design as a storytelling lens, we can make the world of whisky more accessible and engaging. Whisky shouldn’t be reserved for those with acquired expertise – aesthetics and design provide a fresh, intuitive language that will in time help us foster meaningful connections with consumers, inviting them into the experience.

Can you share insights into the process of selecting artists or designers for collaborations? What qualities do you look for to ensure alignment with The Dalmore’s identity?

We select artists, designers and partners who share our mindset – that is a passion for craftsmanship and innovation. We look for qualities that align with our values, passions, positioning and identity, such as creativity, desire to unlock potential, and a deep appreciation for heritage.

Travel retail has played a significant role in The Dalmore’s growth, especially in Asia. How have you leveraged this channel to build brand awareness and prestige? How are you looking to build this in America, especially with the current tariffs?

Global Travel Retail is the perfect environment to create deeper, more meaningful, experiences for consumers. Generally, they have more dwell time and are looking for something unique. Our ambassadors have the opportunity to share rich brand and product stories with them face to face which builds more powerful emotional connections. The Dalmore Portfolio Series, a further initiative alongside V&A Dundee, is an example of how we worked with up and coming Scottish artists and designers to deliver something genuinely distinctive and memorable. Powerful consumer experiences such as these transcend the commercial challenges of tariffs.

Photo Credit: Whyte & Mackay

How do regional preferences influence The Dalmore’s offerings, and what strategies are in place to cater to diverse markets without diluting the brand’s core identity?

We have been enriching our whisky for hundreds of years by moving it between rare and unique casks to create a richer more complex whisky. It is this richness of flavour which resonates with consumers worldwide. Whilst the brands backbone is sherry finishing the unusual depth of our new make spirit allows us to confidently explore across red wine and port, among other styles. This enables us to tailor solutions to different occasions such as Cigar malt Reserve, which is finished in cabernet sauvignon casks to enhance the cigar smoking experience.

Leading a historic brand like The Dalmore comes with unique challenges. How do you approach decision-making to ensure both tradition and innovation are upheld?

The Dalmore’s rich history and heritage are essential to its identity. I make sure that every decision respects the brand’s legacy and upholds the high standards that have been set over the years, preserving the traditional production and aging methods that have been handed down through generations.

What leadership principles guide you in steering the company through the evolving landscape of the spirits industry?

I try to maintain an agile approach and foster a culture of collaboration in our internal teams.
The spirits industry is constantly evolving so it is important to continuously stay ahead of market trends. Our focus on innovative product offerings helps us to meet evolving consumer preferences, foster strong relationships and deliver exceptional experiences.

Can you discuss a moment in your tenure where a significant risk led to a rewarding outcome for the brand?

There have been many across the years before and during my tenure. There was the launch of The Dalmore Constellation Collection which comprised 21 sets of a 21 bottle collection, and which sold for $250,000 USD each a decade ago – a first for the industry. The release of the Decades Collection five years ago – another multi-faceted suite of different collections, the rarest of which sold at Sotheby’s for $1.1m USD. And the recent Luminary Series where we worked with V&A Dundee and luminaries in architecture and design to highlight the power of collaboration between two different innovative forces worlds to build on shared principles of technical expertise and creative flair to create works of whisky art forms.

Is there an initiative or moment of your career that you’re proudest of? What was it?

I take great pride in the moment we chose to advance with the development of our new distillery experience at The Dalmore. The creation of an additional still house with replica stills alongside a new visitor experience will serve as a fitting home for The Dalmore for many decades to come.

What personal experiences or philosophies have most influenced your approach to brand building and leadership?

A focus on the future, driven by our values and sense of purpose. I have learned the value of holding to long-term goals while being flexible enough to navigate unexpected obstacles and remaining calm under pressure. I believe brand building needs patience and consistency. Telling your brand story in an engaging way time and time again.

Looking ahead, what is your vision for The Dalmore in the next decade?

Our whisky makers lay down whisky now that will not be bottled for decades to come so we are constantly looking ahead. My vision for the future is one where global consumers recognise The Dalmore as THE single malt brand that enriches the moments that matter most to them.

If you could share a dram of The Dalmore with any historical figure, who would it be and why?

It would have to be Winston Churchill – a man who clearly enjoyed life’s luxuries, including his Scotch whisky, and who and who would undoubtedly have boundless entertaining stories to tell.

What to you is the greatest luxury in life and why?

I am not sure if you would call it a luxury – but good health – without that nothing else matters.

Photo Credit: The Dalmore