Tell us about Signet: 'The concept of the whisky is a lifetime of experiences, dreams and desires. It sounds like a marketing tag but it's true, because my original idea goes back to 1984, when I was a university student. I discovered the taste of scotch and became a passionate consumer. I was also interested in coffee and intrigued by its roasting techniques, to bring out different flavours. I thought, 'Wouldn't it be fun to make whisky that way?' I spent two years fine-tuning the recipe. There are seven or eight different Glenmorangies there; it's a very complicated recipe.'
Most university students are happy with beer. How did you get into harder liquor? '[I am] a Scotsman; whisky is our national drink and we take great pride in that.'
Do you think there's a market for premium whisky in Hong Kong? 'The challenge is to get people to understand it - and the only way is [for them] to try it. It's not a drink to be scared of; it's not something that has to be harsh. It's about drinking it in the proper way; you don't want to be knocking it back in a shot glass. A guy challenged me to down a glass in one go. Of course, I can do it, since I'm used to drinking whisky, but it's such a waste.'
Does whisky complement Asian cuisines? 'In Asia, the cuisines are far more advanced than back in the UK. You use a much bigger range of ingredients and flavours. Because of that, I think the Asian palate is good for accepting the range of flavours in malt whisky. Some of the food in the west is a bit bland, to be honest, and whisky is not a bland drink.'
When you create a whisky, do you think of the foods it might go well with? 'I will think about how it may be enjoyed, whether or not it will suit being drunk over ice, or paired with a cigar, or what styles of food it will complement. The subject of enjoying Scotch whiskies with specially created, paired menus has been something the industry has embraced recently. It's of great interest in Asia, I am sure, as many cultures in Asia have, for many years, enjoyed spirits with food.'
Is blending whisky an art or a science? 'Definitely more an art, and one in which you need to have an understanding of the needs and desires of the customer who will buy your product. This is why my many visits to Asia have been so helpful, as they have given me a far greater understanding of the likes and dislikes of the Asian consumer. However, as we are also dealing with a product that is produced using a level of technology, one also needs a scientific background.'