Why a Whisky Educator with 20 Years' Experience Chose the EWA Diploma

After more than 20 years in the whisky industry and a long list of respected qualifications to his name, Dan Crowell could be forgiven for thinking he'd seen it all.

As Glenmorangie Ambassador – US, Dan has spent decades helping others understand whisky. Since beginning his career in 2005 as a spirits educator working with the Diageo and Moët Hennessy Scotch whisky portfolios, education has been a constant theme throughout his professional life.

Yet despite holding qualifications from organisations including WSET, the Council of Whisky Masters, the Chartered Institute of Brewing & Distilling, the Society of Wine Educators and many others, Dan still felt there was more to learn.

That search for deeper understanding led him to Edinburgh Whisky Academy and to the Diploma in Single Malt Whisky.

A Lifelong Student of Whisky

Dan's educational achievements span multiple categories, from Scotch whisky and bourbon to beer, sherry and fortified wines. His qualifications include WSET Level 3 Award in Spirits, Master of Whisky, Certified Scotch Professional, Certified Spirits Judge, Executive Bourbon Steward and Certified Specialist of Spirits, among others.

So what motivated someone with such extensive experience to join the Diploma in Single Malt Whisky?

For Dan, the answer lies in the quality and perspective of the people behind the programme.

"The Diploma provides important insights into single malt whisky that are presented with a level of context and relevance gleaned from decades of direct involvement in every aspect of its creation."

He continues:

"Vic Cameron, Dr Gordon Steele and the other major contributors to EWA educational content are among the industry's most experienced and revered figures. They're also some of the most capable educators one could hope to encounter when pursuing a better understanding of the category."

A Quantum Leap

Like many candidates, Dan arrived with considerable whisky knowledge already in place.

What surprised him most was the depth of the experience.

"The depth and detail of the content as well as the rigour and intensity of the experience."

It's a sentiment we've heard from many Diploma candidates over the years. The course is designed not simply to present facts, but to connect production, history, culture, science and sensory understanding into a coherent picture of how and why single malt whisky tastes the way it does.

Asked to summarise the Diploma experience in a single sentence, Dan doesn't hesitate:

"On the journey of discovery of single malt whisky, EWA Diploma represents a quantum leap."

From Candidate to Educator

Dan's journey with Edinburgh Whisky Academy didn't end with the Diploma.

After completing the Diploma in Single Malt Whisky (2021) and the Advanced Diploma for educators (2025), he has now achieved approval from Qualifications Scotland to teach the Diploma qualification himself.

It's a significant achievement and one that reflects his commitment to whisky education at the highest level.

This October, Dan will join EWA teacher and whisky expert Vic Cameron in New York (26 & 27) to deliver the Diploma in Single Malt Whisky at 7 World Trade Center, New York, hosted in partnership with Moët Hennessy USA.

For candidates attending the New York course, it offers a unique opportunity to learn alongside someone who has experienced the Diploma from both sides of the classroom: first as a candidate and now as an educator.

Connecting Whisky to People

When asked what he's most excited about teaching, Dan's answer goes beyond production processes and tasting notes.

(L-R Dr Gordon Steele, Kirsty McKerrow, Dan Crowell & Vic Cameron at the EWA Advanced Diploma in October 2025)

"I'm most excited to teach candidates about the very real and perceivable connection between whisky and the people, history, culture, creativity, environment and traditions that affect and inform its creation."

It's a perspective that sits at the heart of Edinburgh Whisky Academy's approach to whisky education.

Whisky is more than a product. It is the result of people, places, decisions and traditions, all coming together in the glass.

And even after two decades in the industry, that's a story Dan is still excited to explore.

So, whether you're an enthusiastic whisky lover or an experienced drinks professional, the Diploma offers a chance to take your understanding of single malt whisky to the next level.

Early Bird booking is available here until 19 June 2026, offering a guaranteed £200 saving on the standard course fee.