“It was always my destiny to represent Scotland and the Scotch whisky industry. It’s become my life mission.”
Robin Coupar, Whiskey Network, October 2023
Robin Coupar exudes an elite level of sophistication and charm. However, his urbane charisma is not overt; there is an understated elegance to his character. As the Global Whisky Advocate for the Campari Group, his existence is dedicated to convincing the world that drinking whiskey from his portfolio is a brilliant and delectable endeavor. Truthfully, there is also an overwhelming urge to assume that while he’s jetting around the globe talking about whiskey, he is also functioning as some sort of international secret agent. It’s one of those things where if he told us the truth… well you know what would happen.
In early November of 2022, I first met Robin at a whiskey tasting. The setting was a modern split-level home overlooking the lights of Culver City. The top-notch McIntosh sound system has “Impressions” by John Coltrane drifting in the air, and the crowd is anticipating the pending event. There is no mistaking the arrival of Mr. Coupar. Impeccably dressed and laser focused, he’s ready to do what he does best: talk about whiskey. The evening is an unforgettable interactive journey into the world of Glen Grant and Russell’s Reserve.
This interview is an in-depth look at one of the most fascinating people in the world of whiskey. From his personal tastes, through those who shaped his career, this is a great opportunity to understand a person who was born to be in this industry. If he’s brokering world peace in between tastings, we are just fine with that, too. He is the International Man of Whiskey and Mystery.
Read on to see the details of our discussion.
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What are your first memories of whiskey?
I come from a Scottish family, and we all drank whiskey at home. In those days, it was blended Scotch whisky that had metal screw tops. I can remember my father screwing the top of his Famous Grouse and I’ll never forget that sound. It will stay with me forever.
What flavors do you like in whiskey? What makes you want to dive in for more?
That’s a good question. I started in the whisky business in January of 1994, which was almost 30 years ago. Then, in 1996 or 1997, I made a switch from one part of the business, which was production planning, to marketing. One of my jobs was to provide point-of-sale support for the sales team.
One day, I came home with about 36 200ml bottles full of whisky. They all came from different distilleries and the colors, aromas, and taste were all distinct. Even though they were made with the same process (mashing barley, fermenting it, distilling, and maturing it), they all were incredible in their own way.
Whisky tends to be complex, so I don’t know if I could pinpoint any one flavor. I do like a little bit of smoke and a fruity aroma. Also, I love barley sugar. It’s a wonder grain because it can make so many flavors. I think that’s what attracts consumers to single malt Scotch whisky. The provenance and different styles will surprise them from one distillery to another.
What brought on the move from Production Planning to Marketing?
I was looking to break into the Scotch whisky industry, and I needed to start somewhere. I was living in Glasgow at the time, and a spot opened up in that department. My job was to make sure that we had all the materials booked for the four big bottling plants. However, I knew that Sales and Marketing suited my personality, so when the opportunity came up, I capitalized on an opportunity.
At that time, it was trade marketing and I made sure we executed the right marketing programs. Ultimately, that took me to the commercial side of the business. It was a great opportunity to get closer to the action. Scotland is a small country, and you get a little bit of cabin fever and want to see the world. At the same time, I’m a proud Scotsman. However, some of us refer to America as the home of Scotch whisky. It was built in the country clubs of California and the hotel bars of New York City.
Ultimately, I came out here (San Francisco, CA), but was able to travel the world extensively.
Aside from the brands you represent, are there other bottles you enjoy?
I’m going to align with my friends in the industry.
With 30 years in this business, I’m familiar with the classic malts of Scotland. I’ve worked with Glenmorangie, Glen Moray, Ardbeg, Auchentoshan, Glenrothes, Suntory, and Bowmore. I’ve put my passion into all these brands, and they are always in the back of my mind.
Working for Campari Group, I am spending most of my time focusing on Glen Grant. The town where it is made has a population of 1,160 people. A part of what I do is help boost exports and protect jobs. If the brand does well, it’s the pride of the people and I’m representing them in a way. There are many links in the chain: the maltsters, people who make the packaging, transportation, logistics, and the suppliers. Finally, the customers are vital. Without them, the whole thing falls apart.
It was always my destiny to represent Scotland and the Scotch whisky industry. It’s become my life mission.
Can you tell us a story from your many travels and experiences?
I was a young guy traveling back and forth to Latin America. These were the most risky, volatile, and opportunistic markets at the time. I had a mentor, the late great Anthony J Burnet, who was the James Bond of whisky. He was from Scotland but based in Louisville, KY. He was very elegant and would wear Pierre Cardin loafers, a nice silk tie, and an old-fashioned blazer. You know, the old ones with the gold buttons. He looked like Roger Moore!
We arrived in Caracas and were going to see our distributor. Someone greeted us but let us know that there had been an attack in New York (9/11). So we went into the boardroom where they had CNN on, and the second plane hit the other tower. We thought it was Armageddon and we were a long way from home. No one really knew what was going on. Many reps were being called back, but we didn’t get a call.
A few days later we were attempting to get on a plane to Sao Paolo, Brazil. Anthony did not have a yellow fever stamp on his passport, and they weren’t going to let us into the country. On the spot, he made up a story that we were working for the British government and needed to get entry into the country. So, they escorted us into this little office where the Director of Caracas Airport worked. Now, Anthony was raised in Brazil, so he spoke perfect (Brazilian) Portuguese. He lowered his glasses and told her that considering the craziness in New York, we couldn’t say much but had to attend an emergency conference.
He had that kind of presence. His command of the language and tone of his voice were perfect. She fell for it, hook, line, and sinker. We got on that plane and into Brazil.
With your tenure in the industry, how has the business changed in your time?
Marketing has changed quite a bit. For example, 30 years ago the labels of a brand would all be the same color. Nothing really stood out on the shelf of a liquor store or bar. Another thing is now brands have many extensions, so there is a 10-, 12-, and 15-year-old, plus many other iterations. Finally, there has been a chronic decline in blended Scotch whisky, and a meteoric rise in single malt Scotch whisky.
Also, it’s very much a people business and I think a lot about the younger people who are coming through. I love it when I come across a young person who is doing what I’m doing, and I can get to know them. I am checking to see if they need advice or anything, and quite often they’re asking questions. It’s a nice community where you can get some of the older chaps, like me, passing on that knowledge. It’s very rewarding, I should say.
Can you tell us of anything exciting going on about your brands?
This is a very big week for us. We put out a press release to the world that we are launching the oldest, and rarest Glen Grant distillery release. It’s called the Glen Grant Devotion 70 Years Old. It was inspired to be a tribute to the remarkable seven-decade reign of Her Majesty Queen Elizabeth. There will only be seven bottles released to the world. It’s called Devotion in light of her unwavering loyalty and devotion to her people.
This was certainly a characteristic shared by our own Major James Grant, who inherited the distillery at age 24 from his father and uncle. He immediately doubled the size of the distillery and changed the way whisky was distilled in the space. His tall, slender pot stills produced a more delicate and aromatic spirit. His devotion extended outside of the distillery, where he built a garden of splendor. He would travel the world and gather exotic plants and then propagate them in glass houses.
Devotion was not just shared by Queen Elizabeth and Major James Grant. It is also shared by Dennis Malcolm, our Master Distiller. He is the longest serving distiller. The whisky for this expression has spent 70 years in a single Oloroso Sherry butt and was bottled at 55.5% ABV.
The glass used to bottle the liquid was created by one of the top glass blowers in Scotland. It has seven facets, which represent each decade for the service of Queen Elizabeth. It looks like a jewel and is embellished with silver and gold. On the silver bottom, the names of the Queen’s seven favorite flowers are engraved.
Finally, it comes with this incredible sculpture by John Galvin. He salvaged an elm tree that had fallen and produced something unique to go with this incredible liquid.
It will be auctioned by Sotheby’s and every penny of the proceeds goes to the preservation of the ancient woodlands in Scotland. It’s a lovely story that plays into the queen, the distillery, and goes along with their devotion. They all come together in this beautiful presentation of 7 unique bottles in the world.
This sounds amazing. Thank you for sharing it!
We have reached the end of our interview. There are just a few questions left.
It is our tradition at the Whiskey Network to ask our guests the same final 5 questions, also known as the Mashbill: Whiskey Network Wants to Know Your Recipe
Question 1: What was the last whiskey, bourbon, or scotch in your glass?
Glen Grant 21-year-old.
Question 2: Do you prefer to drink your whiskey from a specific type of glass?
I prefer a Glencairn.
Question 3: Do you have a Unicorn bottle?
The Glen Grant Five Decades or Russell’s Reserve 1998 release.
Question 4: I’m looking for a gift for a friend. My budget is around $50 to $75. What would you recommend I buy?
My go to is the Glen Grant 12- or 15-year-old.
Question 5: What is your favorite toast?
“Here’s to us, very few and they’re all dead.” – Robert Burns
On behalf of Whiskey Network Magazine, thank you for taking the time to speak with us. We look forward to hearing more about your music and ongoing whiskey journey soon!
Thank you.
We would like to thank Robin Coupar and welcome him to the Whiskey Network Family. It’s an honor to spend time with someone with as much experience and knowledge of the industry as him. We will be sure to keep in touch and let the audience know of any future developments with the brands he represents.
