Charles Gordon’s legacy remembered

As the spirits industry remembers William Grant & Sons’ life president, Charles Gordon, the company’s CEO, Stella David, pays tribute to his extraordinary legacy and looks at how his long-term vision will live on.

Stella David, CEO of William Grant & Sons, looks back on the “extraordinary legacy” of the company’s late life president Charles Gordon

As the great-grandson of founder William Grant, Charles Gordon was born with whisky in his veins.

“At its core, William Grant & Sons is a family business, and Charles was a very important part of this,” says Stella David, who joined independent spirits company William Grant & Sons as its CEO in 2009.

“The family is an integral aspect of the company. Professional people like me are involved, but they are the backbone – they are the foundations.”

Following the death of Gordon at the age of 86 in December 2013, tributes have poured in from the spirits industry.

“Charlie”, as David affectionately remembers him, was instrumental in pushing William Grant to become a world leader in Scotch whisky production.

“He really knew his whisky,” David claimed, “and he had an amazing long-term vision for the future of the company. He was absolutely engaged in this right up until the end.”

Born in Glasgow in 1927, Gordon began forming his long-term vision at an early age, announcing at six-years-old his intentions to become a distiller.

After joining the family firm in 1951, Gordon was tasked by his father, who was managing director at the time, to rebuild the Glenfiddich distillery.

However, his responsibilities soon swelled when he assumed the role of company director in 1953 following the early death of his father.

As director, Gordon was credited with building brands such as Glenfiddich single malt and Grant’s blended Scotch to global prominence.

He later became president of William Grant in 2000, and life president in 2008.

Looking back on her introduction to Gordon, David said: “I met Charles five years ago when he was already in his 80s but he was completely engaged and still massively passionate about the company.

“Our last meeting was in November and he was still talking about how best to develop William Grant & Sons. That was the most defining feature of Charles, he was always thinking about the future.

“I don’t think it would have been possible for him to slow down anyway – he loved what he did because the business was in his blood.”

Charles Gordon – ‘Mr Scotch Whisky’ helped to turn family business into a global £1billion global empire

Described as a “labour of love”, Gordon oversaw the build of the Girvan distillery in 1963 and helped develop the company’s brands internationally. In particular, he was involved in the decision to launch the Glenfiddich “Straight” malt – signalling the start of the single malt category.

In 1964, Gordon spearheaded the acquisition of American importer Popper Morson in order to control its own distribution – an industry first.

The 1990s saw Gordon embark on a series of innovative projects – relaunching The Balvenie and launching Hendrick’s gin and Sailor Jerry rum.

For David, Gordon’s desire to innovate and test industry boundaries was indicative of his long-term vision ­– which, she claims, could not be rushed.

“Charlie was always concerned with what we could achieve in the future and what could make us strong as a company in the long-term,” she said.

“He always said that you build a brand drink by drink and bottle by bottle – they don’t appear over night. He believed that you had to nurture brands in their first few years and do everything you can to help them become what they are supposed to become and fulfil their potential.

“This is something integral to how we work at William Grant. We don’t think about brands in the short term – we want them to last decades. This was always something at the forefront of Charles’ mind and something the family is always seeking to do.”

For David, this innovation can find its way to the fore in an independent company such as William Grant more easily than large corporations as people pass on their knowledge from one generation to the next.

“The family element of William Grant & Sons provides a consistent strand of knowledge,” she added.

Charles Gordon was very much involved in the family business. He’s pictured aged 80 checking the maltings at The Balvenie

However, this picture of a nurturing family environment did not mean Gordon “stood for excuses for underperformance”.

“He was certainly not an easy man. He put up a good argument and was a feisty old boy because of his passion for the business. He wasn’t one to shy away from expressing his views passionately.”

So did Gordon mull over any missed opportunities?

“Charles was always thinking of things he could have pursued,” said David. “Up until our last meeting in November, he was always thinking of what we could have done better.”

“The list is too long to mention. He was always thinking in the long-term and to do this, he saw that he had to avoid becoming complacent and consistently seek-out his next challenge.”

A memorial for Gordon was held in New York on Tuesday (18 February), while a second memorial will take place in his hometown – Glasgow – tomorrow (21 February).

“Charlie brought an incredible energy to his life’s work,” David said. “When one looks at the way he always maintained the integrity of our Scotch whiskies whilst at the same time innovating new brands such as Hendrick’s gin and Reyka vodka, it’s easy to see why he was so highly regarded throughout the world.

“The commemorative services in New York and Glasgow are a celebration of a long and fruitful life and of a man who contributed so much to the global spirits industry.”

William Grant & Sons also revealed that a commemorative bottle of Glenfiddich Scotch whisky would be released in honour of Charles Gordon.

Further details of the release will be announced later in the year.