Whisky's highest global honours awarded to our Chief Executive

Susan Morrison inducted into the Whisky Magazine Hall of Fame, recognising her exceptional impact on Scotch whisky tourism over the past 35 years

The Scotch Whisky Experience is proud to announce that Chief Executive Susan Morrison has been inducted into the Whisky Magazine Hall of Fame, one of the highest international honours in the whisky world. The milestone was formally marked at the World Whiskies Awards Dinner on Thursday 4 December 2025 at The Signet Library in Edinburgh.

Joining the organisation for its opening in 1988, Susan has been part of The Scotch Whisky Experience for more than 35 years. In her most recent role as Chief Executive, she has helped lead the attraction to its position as one of Scotland’s most celebrated visitor experiences. Her leadership has driven continuous innovation, including the introduction of extensive multilingual storytelling, the creation of immersive whisky tours and tasting experiences, and the development of The Scotch Whisky Training School.

Whisky Magazine’s Hall of Fame was inspired by the top 100 greatest whisky figures featured in the magazine’s 100th edition, and now stands as a permanent celebration of individuals whose leadership, influence and long-term commitment have made a lasting impact on the global whisky industry. Susan joins a select group of visionaries recognised for shaping the future of whisky in Scotland on a worldwide scale.

Susan Morrison, Chief Executive at The Scotch Whisky Experience, said: “Being welcomed into the Hall of Fame is an honour, and one I am proud to share with the exceptional team who have helped shape The Scotch Whisky Experience over the past three decades. Our vision is to help the world fall in love with Scotch whisky, celebrate its story, and create lasting memories for our visitors. To have this work recognised on a global stage is truly incredible.”

The Hall of Fame has recently established a permanent home for displaying inductees’ photographs at Rothes Glen in Speyside, where Susan’s portrait will join those of past honourees.

Damian Riley-Smith, Managing Director of Whisky Magazine, added: “Susan’s leadership has been instrumental in elevating whisky tourism and education across Scotland. Her commitment to sharing the heritage of Scotch whisky with international audiences, along with the benchmark she has set for visitor engagement, embodies the very essence of what the Hall of Fame celebrates.”

Beyond her achievements at The Scotch Whisky Experience, Susan has played a significant role across Scotland’s tourism and whisky sectors. She has served as Chair of the Association of Scottish Visitor Attractions and co-founded both the Distillery Visitor Centre Manager Forum and the Castlehill Business Partnership, initiatives that strengthen collaboration across Scotland’s cultural and visitor economy landscape.