WHITE PAPER SEPTEMBER 2020

The
new world
of

new world
whisky
 THE NEW WORLD OF NEW WORLD WHISKY

Whisky consumers are varied in their While the instability and uncertainty
demographics and purchasing behaviours, created by Covid-19 continues to unfold,
but we’re now seeing the emergence of a for New World producers the path forward
new, younger (18-34) generation who are involves harnessing digital opportunities and
more affluent, curious and confident in partnering with retailers to create ways for
their whisky knowledge1. the curious new whisky consumer to discover
and enjoy their products.
At the same time a new band of passionate
whisky makers from outside of the traditional Through interviews with whisky makers,
whisky-producing countries are creating retailers, bartenders and analysts, the
exciting, innovative and quality liquid. latest category insights and data, as well as
Distill Ventures’ own US and UK consumer
While innovation continues across the survey, it’s clear the segment is on the
category, these ‘New World’ whisky makers cusp of real change, with New World whisky
are delivering more choice than ever before, playing an important role in helping develop
appealing to consumers’ search for new the whisky industry.
experiences while connecting with their
inherent values and behaviours. However, much rests on the ability of
both producers and retailers to collaborate
As such, New World whisky has the potential and adapt to the changing buying and
to influence the whisky category as a whole, consumption habits of this new generation
setting the stage for a new defining era. of whisky consumer.

1
SOURCE: DISTILL VENTURES/DYNATA WHISKY CONSUMER SURVEY, FEBRUARY 2020. SEE PAGES 13-15.
 DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

Contents

01
01. 04.
INTRODUCTION THE NEW RETAIL
Defining New World Whisky ENVIRONMENT
Where are we now?
Key Trends
A New World of Whisky
Off-Trade
Whisky-Making Countries To Watch
E-Commerce
What’s In The Future?
Distribution Channels
01—08 On-Trade
24—36

02. 05.
THE NEW CONCLUSION
WHISKY CONSUMER The Future Introduction
Who is the New Whisky Consumer? About Distill Ventures
Our Whisky Portfolio Partners
09—15
37—43

03.
THE NEW WORLD
WHISKY MAKER
Who is the New Whisky Maker?
A Future Of Opportunity
16—23
1
INTRODUCTION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

DEFINING NEW WHERE ARE

WORLD WHISKY WE NOW?

New World distillers are In 2018 the global whisky category grew On an international level a flourishing cocktail culture
bringing exciting areas of by 7% to 440million nine-litre cases1. and whisky’s aspirational image have helped attract
innovation to the category. new consumers3, in turn inspiring a wave of New World
Located in places not whiskies from emerging distillers and blenders in non-
usually associated with Much of whisky’s volume growth can be attributed to traditional whisky countries.
the success of premium local and international brands
whisky production, these
in India, while Scotch, American, Japanese and Irish While whisky is traditionally considered a product
producers have respect for whisky all posted strong global growth2. of Scotland, Ireland and the US, today there are over
tradition, are inspired by their 30 countries making whisky around the world.
environment and are focused
on quality innovation. New
World also encompasses the
unconventional whisky made GLOBAL WHISKY SALES ARE FORECAST
within established whisky-
making countries, such as TO GROW 5.7% CAGR BETWEEN 2018-234
American single malt or
Scottish rye. IN 2018 BY 2023

New World
440m
NINE-LITRE CASE VOLUMES OF WHISKY
581m
NINE-LITRE CASE VOLUMES OF WHISKY

Whisky
/n(y)oo/wәrld/'(h)wiskē/ The landscape has changed significantly
(noun) since these projections were made by CATEGORY DRIVERS:
IWSR in 2018. However whisky has been
growing, driven by continued innovation
1. A whisky not produced in Scotland, in cocktails, liquid production and the
Ireland, Canada, the USA or Japan. retail environment. COCKTAIL CULTURE
2. A whisky made in a style not LIQUID INNOVATION
traditionally associated with the
country that it is made in. RETAIL EVOLUTION

1234
SOURCE: IWSR DRINKS MARKET ANALYSIS GLOBAL DATABASE, MAY 2018

2 3
INTRODUCTION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

A NEW WORLD
OF WHISKY CANADA
USA
PERU
BRAZIL
ICEL AND
SCOTL AND
SWEDEN
NORWAY
FINL AND
POL AND
RUSSIA
INDIA
SOUTH KOREA
JAPAN
MEXICO BOLIVIA IREL AND DENMARK AUSTRIA THAIL AND TAIWAN
ARGENTINA ENGL AND NETHERL ANDS ITALY AUSTRALIA
CHILE WALES BELGIUM ISRAEL NEW ZEAL AND
FRANCE GERMANY SOUTH AFRICA
SPAIN SWITZERL AND

New distilleries are springing up all

over the world, in both traditional
and non-traditional whisky countries
such as England, Denmark,
New Zealand and even Bolivia.
Many of these emerging New World
whisky producers are forging their own
styles, combining traditional practices
with their own take on innovation.

4 5
INTRODUCTION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

WHISKY MAKERS IN
WHISKY-MAKING TRADITIONAL COUNTRIES
COUNTRIES TO WATCH ARE INNOVATING TOO
ALTERNATIVE
AUSTRALIA & NEW ZEAL AND INDIA GRAINS & MIXED
HEAT MASHBILLS
Although Australia and New Zealand are home to Innovation and premiumisation in Indian whisky CYCLING
dozens of whisky distilleries, only a handful have are helping attract new domestic consumers,
started selling outside their local market. Styles include while simultaneously introducing Indian whisky
wine cask matured single malts, peated expressions, to international audiences. High quality and often
and most recently, blended whisky. Expect to see more experimental single malts from emerging distillers NICHE OAK YEAST SINGLE
choice for locals as distilleries release mature liquid and like Amrut and Paul John are gaining the attention SPECIES VARIATIONS MALT
make pricing more accessible. of curious whisky consumers around the world.

SCANDINAVIA UK

A new generation of distiller is emerging across While innovation continues in Scotch, with some
Denmark, Finland, Norway and Sweden, each focusing producers experimenting with oats or rye, some
on a different aspect of Scandinavian provenance, 50+ distillers in England, Wales and Northern Ireland
from distilling organic local grains to harnessing are busy establishing their own styles, from London SCOTCH AMERICAN IRISH
the sub- zero climate. Whisky styles are varied and rye to Norfolk peated single malt.
individual, ranging from single malt made with glacial
water (Aurora Spirits) to 100% rye (Kyrö).

ALTERNATIVE COUNTRY- WOOD - NON- OAK

GRAINS WIDE WHISKEY SMOKING CASKS
MAKING GRAINS

INFLUENCE BLENDING
OF TERROIR BONDED
& CLIMATE WHISKEY

MEZCAL &
TEQUILA
CASKS

While New World whisky hails from

countries not usually associated with
its production, established distillers in
Scotland, North America and Ireland
are also experimenting with raw
materials and processes to create new
flavours and non-traditional styles.
6 7
INTRODUCTION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

WHAT’S IN
THE FUTURE?

Exciting innovations from New World

whisky producers have driven growing
interest in the category, providing
consumers with a wider choice of styles,
flavours and regions than ever before.

With the rise of social media

and online retailing, more
consumers can easily access
and navigate a growing
With consumers increasingly
discerning, emerging
New World distillers need
to consider how to engage
By focusing on establishing
strong partnerships between
producers and retailers,
and maximising new digital
02 The New
selection of whiskies from and educate consumers, gain opportunities to engage
all over the world.

However with greater choice

visibility in a busy category
and set themselves apart
consumers in a post-Covid
world, there is a pathway Whisky Consumer
from the competition. for the New World whisky
can come greater confusion, category to emerge from this
and without appropriate Over the long term, stronger, and with deeper
guidance and education New some consumer behaviours consumer connections.
World whisky can quickly go forged during Covid and
from exciting to overwhelming. the subsequent global
lockdown will likely continue
for the foreseeable future,
impacting the way people
discover, interact with and
purchase brands.

8 9
THE NEW WHISKY CONSUMER DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

“
WE DO HAVE PEOPLE COME IN WHO KNOW
ABOUT THEIR WHISKY. BECAUSE IT’S SUCH
AN AMAZING CATEGORY WITH ITS HISTORY
AND PROCESS YOU’LL ALWAYS HAVE THAT
GEEKY FAIRY DUST ELEMENT. BUT THERE’S A
WHOLE NEW CONSUMER OUT THERE WHO
JUST WANTS TO KNOW HOW IT TASTES.”

–A
 NDY GEMMELL, OWNER,
THE GATE PUB, GL ASGOW.

Values
Knowledge
Adventure
Transparency
Diversity

“
Whisky’s liquid quality, variety of styles, diverse founder THE CONSUMER NOW IS SOMEWHAT
PROMISCUOUS WITH THEIR WHISKY –
stories and aspirational reputation are attracting a new
THEY’RE OPEN TO NEW BRANDS AND JUST
generation of adventurous consumers.
WANT SOMETHING THAT TASTES GOOD.
IT DOES THE WHOLE INDUSTRY A JUSTICE
Our belief is that these younger consumers (LDA-34-
– IF EVERYBODY WERE BRAND LOYAL WE
years-old) are digitally savvy, willing to spend more on
PROBABLY WOULDN’T SURVIVE”
first purchases and take their time researching new
bottles to buy.1 – T OMMIE TARDIE, OWNER,
FL ATIRON ROOM, NEW YORK.

1
SOURCE: DISTILL VENTURES/DYNATA WHISKY CONSUMER SURVEY, FEBRUARY 2020.

10 11
THE NEW WHISKY CONSUMER DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

TODAY'S WHISKY
“
THE DISCERNING WHISKY CONSUMER CONSUMERS
IS LOOKING FOR DISCOVERY AND NEW
EXPERIENCES TO TRY. PEOPLE CHOOSE
We commissioned Dynata to survey over
WHISKIES BASED ON REFERRALS FROM
3,000 US and UK consumers. We asked them
EXPERTS. THEY NEED HAND HOLDING, BUT about their whisky preferences, buying habits
IF IT’S GOOD THEY’LL COME BACK.” and values, to build a picture of who the new
whisky consumer is.1
–M
 ICHAEL VACHON, FOUNDER,
MAVERICK DRINKS, UK.
PERCENTAGE OF WHISKY
RESPONDENTS WHO CONSUMERS
DRINK WHISKY: ARE:

Behaviours 30%
64% MALE
36% FEMALE

drink better, not more AGE

Brand fluid
*T HE LEGAL DRINKING AGE
IS 18 FOR UK CONSUMERS,
AND 21 FOR US CONSUMERS.

Curious exploration
Craves newness
Expects quick,
concise information

*LDA-24

35-44

45-54
24-34

55-64
Values experiences

65+
+ knowledge over 9% 20% 22% 19% 14% 16%
belongings

1
SOURCE: DISTILL VENTURES/DYNATA WHISKY CONSUMER SURVEY, FEBRUARY 2020.

12 13
THE NEW WHISKY CONSUMER DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

WHISKY CONSUMERS
AGED LDA-34
RESPONDENTS’ PREFERRED
WHISKY CONSUMERS
PL ACES TO PURCHASE WHISKY:
AGED 35-54
WHISKY CONSUMERS
AGED 45-54
WHISKY CONSUMERS
AGED 55+

SPLIT OF RESPONDENTS WHO PERCENTAGE OF RESPONDENTS

DESCRIBE THEMSELVES AS BEING A WILLING TO SPEND OVER £75/
WHISKY ‘EXPERT’ OR ‘CONNOISSEUR’: US$75 ON A BOTTLE OF WHISKY
THEY’VE NOT TRIED BEFORE:

69% 64% 44% 45% 48% 47% 36% 44% 41% 22% 28% 27% 42% 28% 8%

ON-TRADE SUPERMARKET SPECIALIST INDEPENDENT ONLINE

ALCOHOL GROCERY
RETAILER STORE

41 % 26% 17% 16% 35% 26% 21% 18 %

WHISKY CONSUMERS
AGED LDA-34
With this new generation of whisky consumer more
WHISKY CONSUMERS
likely to use the Internet for discovery and purchases
PERCENTAGE OF RESPONDENTS PERCENTAGE OF RESPONDENTS AGED 35-54 than their older peers, New World whisky brands
WHO SPEND A WEEK OR MORE WHO PRIMARILY USE THE INTERNET WHISKY CONSUMERS will benefit from greater digital engagement, as well
RESEARCHING A NEW WHISKY TO FIND OUT ABOUT NEW WHISKIES: AGED 55+ as partnerships with tech-savvy retailers that enhance
PURCHASE: the user experience and educate new customers
while providing new sampling opportunities. This is
Based on the results of our survey, the burgeoning especially important in light of Covid-19 restrictions
New World whisky category is more likely to appeal affecting consumer confidence in the on-trade,
to a new, younger generation of whisky consumer who LDA-34-year-olds’ preferred channel where trial is
appear more confident to explore different styles, most likely to occur.
are willing to spend more on a new bottle they’ve not
yet tried and take their time discovering and learning However, with supermarkets, specialist retailers and
about new brands. the on-trade still popular destinations among younger
consumers, the evolution of bars and the bricks-and-
Although whisky consumers are not defined by mortar retail space will be more important than ever
their age, older consumers are more likely to be for New World whiskies.
brand loyal and less likely to purchase a new brand.
They are also less likely to invest time in researching In addition, those brands that champion quality
new whiskies online and have a self-confessed limited innovation
with a real focus on accessibility through
44% 27% 14% 14% 8 7% 8 1% 60% 24% whisky knowledge, with an overwhelming majority how they market and
sell their products, are well
of those aged 55+ classing their expertise as novice placed to capture the imagination, adventurous
or average (81%). spirit and spend of today's whisky consumer.

1
SOURCE: DISTILL VENTURES/DYNATA
WHISKY CONSUMER SURVEY, FEBRUARY 2020. 14 15
 DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

New World whisky makers are emerging in countries all

over the world, in both traditional and non-traditional
markets. While each of these producers has their own
personality, they share many traits.

03
NEW WORLD WHISKY MAKERS ARE:

Driven Innovative Imaginative

Creative Unbound Respectful
of tradition A reflection of
their surroundings Inspired
by local culture & heritage
Modern Agile Relatable

The New World

Whisky Maker
While New World producers have
learned from the whisky industry’s
pioneers, without their own local
traditions they are free to focus on
creativity and defining their own
segments. With an audience seeking
innovation and new flavours, New
World producers have a clean canvas on
which to paint their own whisky vision.

IMAGE SOURCE: STARWARD WHISKY.

17
THE NEW WORLD WHISKY MAKER DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

QUALIT Y
A future of INNOVATION
opportunity
Innovation and the development of
exciting new flavours are hallmarks
of the New World whisky set, with
many distillers exploring the impact
of manipulating raw materials and
processes in ways that reflect their
own locality and cultural identity.

SOME CURRENT AREAS

OF INNOVATION INCLUDE
01. 02. 03.
THE ADOPTION OF THE EXPLORATION COLL ABORATION
BREWING TECHNIQUES TO OF LOCAL, HEIRLOOM WITH LOCAL BEER,
ROAST AND SMOKE MALTS AND NON-TRADITIONAL WINE AND SPIRITS
WITH LOCALLY-SOURCED GRAINS, AND THE IMPACT PRODUCERS IN CASK
PL ANTS, WOOD OR PEAT. OF TERROIR. EXCHANGE PROGRAMMES.

CORSAIR: TENNESSEE, USA. COPENHAGEN DISTILLERY: VIRGINIA DISTILLERY CO.:

MACKMYRA: GÄVLE, SWEDEN. COPENHAGEN, DENMARK. VIRGINIA, USA.
EDEN MILL: ST ANDREWS, WESTL AND: SEATTLE, USA. STARWARD: MELBOURNE,
SCOTL AND. WATERFORD: WATERFORD, AUSTRALIA.
IREL AND. CARDRONA: WANAKA,
NEW ZEAL AND.

New World whisky makers have an exciting

opportunity to capture the imagination of
consumers seeking new experiences and “ 04. 05. 06.
different flavours. WE’RE NOT TRYING TO MAKE A FERMENTATION USING MATURATION IN EXPLORATION OF

Successful producers are the ones releasing DANISH WHISKY THAT TASTES CUSTOMISED YEASTS
TO ACHIEVE SPECIFIC
ALTERNATIVE OAK SPECIES
AND WOODS SUCH AS
LOCAL CLIMATE’S EFFECT
ON MATURATION.
quality, innovative liquid with a ladder of
LIKE SCOTCH; THIS IS A WHISKY QUALITIES AND FL AVOURS, ACACIA AND CHERRY,
expressions at various price points. They’re EVEN CULTIVATING WILD CHINQUAPIN AND STAUNING: SKJERN, DENMARK.

engaging curious audiences by focusing on THAT TASTES DIFFERENT. ” STRAINS, AND EXPLORING GARRYANA. MILK & HONEY: TEL AVIV, ISRAEL.
BIVROST: LYNGEN, NORWAY.
INNOVATIONS IN SWEET
education and accessibility with modern TEELING: DUBLIN, IREL AND.
AND SOUR MASHES.
branding and genuine stories, are connecting –A
 LEX MUNCH, CO-FOUNDER, CMO, WESTL AND: SEATTLE, USA.
and building meaningful relationships with STAUNING DISTILLERY, DENMARK. WESTWARD: PORTL AND, USA.
BALCONES: TEXAS, USA.

followers and are driving digital discovery in L AKES DISTILLERY: CUMBRIA,

ENGL AND.
new and exciting ways. LONE WOLF: ELLON, SCOTL AND.

IMAGE SOURCE: STAUNING DISTILLERY.

18 19
THE NEW WORLD WHISKY MAKER DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

GENUINE,
ENGAGING
STORY TELLING…
The power of compelling storytelling cannot be
underestimated. Research shows1 over half of
consumers would be more likely to buy a product
having heard a brand story they love.

Often established by groups of friends, or a passionate

whisky-loving founder, most New World brands already
have genuine, people-centric stories that consumers
can relate to and get behind. Coupled with their
innate drive to collaborate with and support their local
communities, quest to discover new flavours and fresh
approach to whisky, these businesses are sitting on a
goldmine of engaging stories.

While production innovation

“
WE ARE VERY MUCH PROVENANCE FIRST,
is key to giving new whisky
consumers more choice in their SO EVERYTHING WE DO IS IN ONE WAY OR
search for unique whiskies, it ANOTHER CONNECTED TO THE CULTURE,
should be in service of flavour, THE PLACE OR THE PEOPLE OF THE
and shouldn’t come at the
expense of quality or value.
AMERICAN NORTHWEST. WHETHER IT’S
“
PORTLAND’S BREWING CULTURE THROUGH IN INTERNATIONAL BRAND MARKETING
The most successful producers AN IPA FINISH WITH CULMINATION THERE’S SO MUCH FROTH, AND MANY
are those innovating in ways BREWERY OR PARTNERSHIPS WITH CHEFS STORIES THAT ARE COMPLETELY
that deliver on flavour, reflect LIKE KEN FORKISH WHOSE SOURDOUGH FABRICATED. WE WANTED TO BE AN
their terroir and perspective, STARTER WE’VE USED TO FERMENT A BATCH ANTITHESIS TO ALL OF THAT, TO EXHIBIT
use locally sourced ingredients OF WHISKY. WHEN SOMEONE THOUSANDS THIS MENTALITY OF TRANSPARENCY AND
or champion partnerships with OF MILES AWAY TAKES A BOTTLE OF HONESTY TO THE FULLEST, FROM BEING
local businesses. A variety
WESTWARD HOME, THEY ARE BRINGING INDEPENDENT AND MAKING OUR OWN
of interesting new world
OREGON HOME.” SPIRIT, TO USING LOCAL INGREDIENTS.
innovations are available for
event the most considered – TOM
 MOONEY, CEO,
IT’S ABOUT OWNING OUR ROOTS. IT
curious whisky consumer - who WESTWARD DISTILLERY, PORTL AND. ALL NEEDS TO BE THERE FOR THE
is often going 'straight to great' WHOLESOMENESS OF OUR STORY. WE
with their initial purchases. DON’T WANT A CLEAN, GLITZY, GLOWING
START-UP CULTURE IMAGE, WE JUST WANT
TO SHOW HOW IT’S DONE.”

IMAGE SOURCE: WESTWARD DISTILLERY. –M

 IIKA LIPIÄINEN, FOUNDER & CEO, 1
SOURCE: L.E.K. EXPERIENCES WITH
KYRÖ DISTILLERY COMPANY, FINL AND. CHARACTER: THE NEW LEISURE ECONOMY,
AUGUST 2019.
IMAGE SOURCE: KYRO DISTILLERY.
THE NEW WORLD WHISKY MAKER DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

…WITH AN BUILDING DIGITAL

INCLUSIVE MEANINGFUL DISCOVERY
APPROACH REL ATIONSHIPS

As innovators, it can be easy for New World Consumers are looking for a connection With finite shelf space in traditional bricks-
brands to complacently market solely to with the brands they support. This means and-mortar stores, digital channels have
the knowledgeable whisky enthusiast. New World whiskies need to take meaningful become the place for consumers to discover
While these consumers may wish to action to show they understand their and engage with New World whiskies.
discover intricate process details, many consumers’ interests, values and needs. Simply having a presence in online retail or
new consumers simply want to understand That might be through supporting local on social media isn’t enough; brands need to
the brand story and the whisky’s flavour. charities and communities or enriching their go further to actively engage both new and
Tailoring language, imagery and stories consumers’ lives through education, added existing audiences.
to different audiences will be vital to a value or even building a community that
New World whisky’s ability to recruit new provides a sense of belonging. Digital tastings have been a lockdown
consumers while engaging existing ones. success, with brand ambassadors and whisky
Serving suggestions and cocktail tutorials makers hosting live-streamed Q&As,
will be a big part of attracting younger festivals, cocktail tutorials and masterclasses
whisky consumers. to thousands of viewers at a time across
social media. These have allowed whisky
Similarly, consumers wish to see more of makers to broaden their reach and connect
themselves reflected in brands’ marketing1. with new and existing fans all over the
If brands wish to attract a diverse audience world, presenting an opportunity to build
they must consciously feature a broad a dedicated group of followers.
range of faces embracing different ages,
genders and ethnicities. Particularly in light The personal nature of these tastings
of recent movements to recognise and resonates with consumers’ desire for
champion diversity. authenticity and engagement with the
personalities behind the whisky. Candid
Transparency and authenticity are important stories of passion, intent, trials and
values for today’s whisky consumers, and mistakes are more engaging.
should be adopted as core drivers of brands’
communication and product development. As in-person tastings and events start to
resume for small groups, authentic live-
streamed events will continue to be a part
of brands’ marketing outreach, as they have
the potential to reach larger audiences and
engage new customers.

1
SOURCE: L.E.K. EXPERIENCES WITH CHARACTER: THE NEW LEISURE ECONOMY, AUGUST 2019.

22
 DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

04
the New Retail
Environment
The way whisky brands are discovered, bought
and consumed is rapidly shifting as at-home
consumption rises, digital advances make
discovering and purchasing easier, and the market
becomes busier with new entrants. These were
growing trends already but in many ways, the
Covid-19 pandemic has accelerated their growth.

25
THE NEW RETAIL ENVIRONMENT DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

KEY TRENDS OFF-TRADE

AT-HOME EXPERIENCES TRY BEFORE YOU BUY RISE OF CLUBS AND There are several ways retailers can optimise their offer
DIRECT SHIPPING to champion New World brands and appeal to consumers
The growth of the experience Most specialist whisky retailers
economy has seen consumers have historically offered a selection The relaxation of shipping laws in
seeking new flavours.
allocating more of their disposable of open bottles for customers to some US states has allowed brands
income on entertainment and sample before making a purchase to continue to serve consumers
events for some time1, a trend that in-store. But with shops and bars affected by from the closure of TASTING OPPORTUNITIES COMMUNICATE FL AVOUR CLEAR MERCHANDISING
the Covid-19 crisis has transformed closed during lockdown, brands and tasting rooms, bars and restaurants.
into an at-home phenomenon. retailers have found innovative ways Home delivery platforms such as Enabling safe and responsible The new generation of whisky Intuitively merchandised and
Domestic experiences such as to drive trial and online conversion Drizly and Reservebar are helping trialling of whiskies at appropriate consumer is willing to spend signposted shelving arranged by
virtual tastings, happy hour drinks through hosting virtual tastings, more brands get discovered opportunities. “We wouldn’t have more on a bottle they’ve not region, style or even flavour helps
and digital festivals have been and sending sample packs and through connecting consumers sold as much Kavalan as we do now tried before1, but selling a new consumers navigate categories.
popular with consumers during tasting kits to consumers at home. with local retailers. Meanwhile if we didn’t have a bottle of Kavalan brand at a premium price point Retailers might even consider
lockdown and as restrictions ease. exclusive whisky membership open to show the consumer what can be challenging. New World grouping New World whiskies
clubs such as Flaviar, Caskers a Taiwanese whisky tastes like.” – brands should introduce a ladder together as a category in its own
and Drammers enable global Dawn Davies, Head Buyer, The of expressions and communicate right, or creating a dedicated
GROWTH OF ONLINE SHOP LOCAL MENTALIT Y whisky-loving communities to Whisky Exchange their whisky’s unique flavour, discovery area for consumers to
RETAIL PRESENCE find new whiskies and connect provenance and story. easily find new, innovative whiskies.
The Covid-19 pandemic has with like-minded consumers.
Covid-19 has also accelerated a renewed the importance of CONFIDENT STAFF
growing need for all retailers to supporting local communities, The increased investment in SUPERMARKET VISIBILIT Y
develop online shopping platforms,
not just those specialising in
with neighbours helping one
another and consumers shopping
quality at-home experiences,
emergence of new ways to try
Retail staff are on the front line of
consumer education. Teams must According to Distill Ventures/
“
e-commerce. Drinks have with local businesses. Specialist at home and expanded availability be equipped with the knowledge Dynata’s whisky consumer survey, BRANDS IN THE NEW
traditionally lagged in this area whisky retailers, especially those online all create conditions for and confidence to assist customers. almost half of those aged LDA-34 WORLD WHISKY SEGMENT
but are growing steadily. Due to with a great online presence, are New World whisky to thrive, Founders have a big role to play (45%)2 purchase new bottles at
SHOULD BE GROUPED
the impact of Covid-19, Oregon set to benefit, as are New World particularly where brand-retailer in sharing what makes their supermarkets, which traditionally
changed its direct shipping laws, whisky producers that support and relationships are formed and brand magic and drumming up stock mainstream brands. In the TOGETHER. CURRENTLY,
helping brands like Westward market to their local community. sophisticated digital advances are enthusiasm for their product. UK, this number rises to 63%. WE'RE IN AN UNDER
maintain sales levels. The trend is set to continue with made and established distribution MERCHANDISED AND
almost a third of UK consumers channels flourish. With the supermarket clearly a
intending to support local retailers DRAM DIVERSIT Y key area of discovery, there’s an UNDER REPRESENTED
more often in the future.2 opportunity for both large multiple PART OF STORE.”
Stocking a diverse range of styles retailers and New World producers
and price points is key to attracting to benefit from greater visibility of – DAVID VITALE, FOUNDER,
“ a wide range of consumers. Having the category. STARWARD WHISKY, AUSTRALIA
WE WON THE RIGHT TO TAKE AN ORDER, PUT IT IN A BOX exclusive bottlings and proprietary
blends that are of high value and
AND SHIP IT TO PEOPLE IN OUR STATE. IT’S MADE ALL THE which communicate an engaging
1
SOURCE: L.E.K. EXPERIENCES WITH
DIFFERENCE IN THE WORLD.” CHARACTER: THE NEW LEISURE story can also help create intrigue
ECONOMY, AUGUST 2019. and loyalty, especially among more
– T OM MOONEY, CEO, 2
SOURCE: GLOBALDATA UK experienced shoppers. 12
SOURCE: DISTILL VENTURES/
WESTWARD DISTILLERY, PORTL AND. CONSUMER SURVEY, MAY 2020. DYNATA WHISKY CONSUMER SURVEY,
FEBRUARY 2020.
26 27
THE NEW RETAIL ENVIRONMENT DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

E-COMMERCE MASTER OF MALT WHISKY

VOLUME GROWTH 2018-19
104% AUSTRALIAN

Whisky is one of the fastest-

62% AMERICAN (NON-BOURBON)

growing categories in the world.

For UK-based online retailer
49% AMERICAN (ALL)

Master of Malt, although they

make up a small percentage 41% EUROPEAN

$6.5 B N
While the online marketplace is of total sales, whiskies from
developing at different speeds
New World producers have 36.4% INDIAN

been hugely popular.

around the world, there’s plenty of 36%
opportunity for producers and retailers USD THE VALUE OF
GLOBAL SPIRITS
AMERICAN (BOURBON ONLY)

to collaborate, evolve, and seize digital

SOLD ONLINE
29% JAPANESE

2%
trends and technological advances to OF ALL GLOBAL

make the most of this vital space. SPIRITS SALES

MADE ONLINE
12% SCOTCH SINGLE MALT

10.3%
in 2018
1 SCOTCH (ALL)

7.7% ENGLISH

6.2% IRISH

“
A LOT OF CUSTOMERS COMING TO SPIRITS E-COMMERCE
SITES NOW ARE NEW TO IT. PEOPLE ARE COMING
ONLINE WHO ARE COMPLETELY NEW TO THESE BRANDS. INFORMATION AND VISIBILIT Y DIVERSE OFFERING
IT’S A HUGE OPPORTUNITY AS WELL AS A CHALLENGE.
Clear product descriptions with accurate Stocking a curated, diverse selection will
BRANDS NEED TO WORK CLOSELY WITH THE RETAILER, product names and categorisations can aid stand retailers apart. Including New World
EVEN ON THINGS LIKE PRODUCT DESCRIPTIONS. consumer discovery. Further collaboration whisky categories provides more choice and
between brands and retailers to ensure ultimately more chance of conversion and
THE ON-TRADE MAY HAVE BEEN WHERE PEOPLE GOT listings are correct and New World whisky future loyalty.
brands are effectively signposted can help
RECOMMENDATIONS; IT’S NOW GOING TO BE ONLINE.” guide consumers as they shop.
–K
 RISTIANE SHERRY, CONTENT EDITOR,
New World whisky brands can also help
MASTER OF MALT, UK.
retailers to tell their unique stories: know
what’s newsworthy, and make sure when
a new expression is ready to drop all the
product information, backstory, brand
communication and imagery is lined up
ahead of time.
1
SOURCE: IWSR DRINKS MARKET ANALYSIS, ‘THE IMPACT
OF E-COMMERCE ON ALCOHOL TRADING’, JULY 2018.

28 29
THE NEW RETAIL ENVIRONMENT DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

“ ALCOHOL
VIRTUAL TASTINGS HAVE BEEN VERY
HARNESS SOCIAL MEDIA
IMPORTANT FOR US. WE LAUNCHED DELIVERY
Retailers can use their platforms to OUR FIRST COMMERCIAL RELEASE
communicate the unique stories behind JUST BEFORE THE COVID SITUATION
brands, tailoring content to individual STARTED, SO WE HAD TO USE EVERY
channels. By tracking engagement, On-demand alcohol delivery platforms are growing in Wineapp, which delivers over 700 beers, wines and
brands can also better understand their MEANS OF COMMUNICATION WE COULD popularity in many markets around the world, many of spirits to Londoners in under 30 minutes, reported
audience’s interests and work to connect TO SPREAD THE WORD. IN SOME CASES which have the capacity to help New World whiskies a 1600% increase in daily sales between March-April
further with them. AND MARKETS THE TASTINGS WERE A get discovered. 20202. Google searches for ‘alcohol delivery’ were
up 250% in April alone.
GREAT SALES GENERATOR. NOW WE ARE According to US-based platform Drizly, prior to
MOST EFFECTIVE WAYS FOR LAUNCHING THE SECOND TIER, THE March 2020 the majority of US consumers purchased The ability for New World whiskies to succeed on these
U.S. BRICKS-AND-MORTAR ELEMENTS SERIES, SO WITH NO WHISKY their alcohol from local independent liquor and grocery platforms depends largely on their distribution in each
RETAILERS TO MAKE AND stores. Asked where they expect to purchase alcohol state or market.
SHOWS AROUND THIS IS OUR WAY TO
RETAIN CUSTOMERS 1: from for the rest of 2020, 81% (many of whom have
REACH MORE CONSUMERS. ALSO, IT used Drizly before) named alcohol delivery apps, Visibility is also key. Although on-demand delivery
IS A GREAT WAY FOR CONSUMERS TO followed by local liquor stores (59.8%) and large liquor platforms are a huge growth area, their layout and

70% SOCIAL
MEDIA
ACTUALLY SEE THE DISTILLERY AND
MEET THE TEAM, WHICH IS NOT ALWAYS
chains (59.8%)1.

In the UK, home delivery services such as Deliveroo

functionality can often favour big brands. For New
World whisky to get noticed, specialised, signposted
sections helping consumers to discover local and

64% IN-STORE
EVENTS
POSSIBLE AT IN-STORE TASTINGS AND
WHISKY SHOWS.”
and UberEats are capitalising on the upward trend for
at-home drinks by delivering alcohol purchased from
local retailers.
alternative whiskies are vital.

62% OFFERING
DELIVERY
–D
 ANA BARAN, VP MARKETING,
MILK & HONEY DISTILLERY, ISRAEL.

U.S. CONSUMERS U.K. CONSUMERS

INCREASE IN WINEAPP

“ “ SALES SINCE MARCH 2020

1600  %
AS A RETAILER WE WANT TO GET BRAND DIGITAL PLATFORMS WILL CHANGE
STORIES OUT THERE BECAUSE IN THE VERY THE ALCOHOLIC DRINKS LANDSCAPE
COMPETITIVE WORLD OF E-COMMERCE FOREVER, PROVIDING A MARKETPLACE
YOU’VE GOT TO OFFER SOMETHING THAT’S FOR A PLETHORA OF BRANDS AND
GOOGLE SEARCHES FOR
NOT JUST A SHOP FRONT. WE WANT TO CONCEPTS.” 'ALCOHOL DELIVERY'
WORK WITH CRAFT PRODUCERS BECAUSE

81% UP
– " THE IMPACT OF E-COMMERCE ALCOHOL IN APRIL
THE RICH AND DIVERSE PORTFOLIO THEY
ON ALCOHOL TRADING", IWSR. DELIVERY APPS 2020
CREATE, AND THE STORIES THEY HAVE TO

59.8% 250  %
TELL, GIVE US AN EDGE.” LOCAL LIQUOR
STORES
–K
 RISTIANE SHERRY, CONTENT EDITOR,
MASTER OF MALT, UK.
59.8% L ARGE LIQUOR
CHAINS

1
SOURCE: DRIZLY CONSUMER SURVEY REPORT 2020, JUNE 2020. 1
SOURCE: DRIZLY CONSUMER SURVEY REPORT 2020, JUNE 2020.

2
SOURCE: DISTILL VENTURES/DYNATA
2
SOURCE: THE INDEPENDENT, ‘MORRISONS AND DELIVEROO NOW DELIVERING
WHISKY CONSUMER SURVEY, FEBRUARY 2020. 30 ALCOHOL ACROSS THE UK IN UNDER 30 MINUTES’, PUBLISHED 5 MAY 2020.
THE NEW RETAIL ENVIRONMENT DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

SUBSCRIPTIONS
& CLUBS
On-TRADE

With curious consumers willing to invest Flaviar witnessed a ‘significant uplift’ of In most markets, the on-trade is adapting to
more time and money into exploration and new members during lockdown as consumers new ways of hosting customers safely. Even
experiences, whisky clubs are gaining in turned to affordable luxury and ways to with bars and restaurants reopening, limited
popularity and provide an exciting avenue connect with friends and family. “It will capacities and social distancing measures
for New World whisky discovery. probably level off to some extent, but mean trading will not return to ‘normal’ for
not entirely, because these are also habit the foreseeable future.
Members of subscription service Flaviar forming times and in many industries digital
enjoy benefits like free tasting boxes, full- transformation is accelerated. A lot of However there are ways New World whisky
sized bottles every quarter and access to people are shopping for alcohol online for brands can work with bars and restaurants
rare and exclusive liquid. “Whisky clubs are the first time and many of them will to speed the channel’s recovery and forge a
democratising access to spirits,” says founder continue to do so.” symbiotic relationship.
Grisa Soba. “Through those clubs smaller
brands can reach a much wider audience
with much less money, while the consumer
can more easily find new favourites.” The popularity of more exclusive whisky
clubs such as Drammers is also rising.
AT-HOME
An invite-only global society with regional COCKTAIL
chapters and events, Drammers helps
members discover new whiskies through EXPERIENCES
exclusive tastings and special limited
edition single cask bottlings that are
available only to members. At-home cocktail making became popular
for consumers during lockdown, while bottled
cocktails sold for takeaway and delivery
“ became a lifeline for some bars.
OUR FOCUS IS ON THE PEOPLE,
This trend is expected to continue, and is
THE COMMUNITY. OTHER CLUBS an area New World whiskies can embrace
FOCUS ON THE WHISKY, NOT through mutually beneficial bar partnerships.
THE SOCIAL NETWORK. THERE’S The continued popularity of simple whisky
cocktails, particularly the Highball, has
NO DRESS CODE, WE NORMALLY created an avenue for brands to enter
POUR 2-3 DRINKS, TAKE A BREAK potential new consumers’ homes in a
AND IN BETWEEN PLAY HIP-HOP different form.
AND EAT PIZZA. IT’S ACCESSIBLE
TO ANYBODY.”

–C
 HARLIE PRINCE, PRESIDENT,
DRAMMERS CLUB.

IMAGE SOURCE: FL AVIAR.

32 33
THE NEW RETAIL ENVIRONMENT DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

FIVE BEST-SELLING FOCUS ON

WHISKY COCKTAILS AT EDUCATION
THE WORLD’S BEST BARS 1

4/5 SODA
OLD FASHIONED WHISKEY
(THE WORLD’S SOUR
FAVOURITE COCKTAIL)
Now more than ever it’s vital With more non-specialist bars, “
that both bars and brands ensure restaurants and hotels stocking

1/5 WHISKY
IN MODERN COCKTAIL
their staff are educated when it a greater number of New World
comes to suggesting whisky. whiskies, there is an opportunity BARS THERE’S WAY MORE
New World Whisky is still emerging to work with bartenders to TRAINING AND BRAND
and relatively unknown by the increase awareness. AWARENESS NOW AS
majority of consumers, and
bartenders will continue to play A new generation of specialist BARTENDERS HAVE TO
a significant role in both education whisky bars are excelling at KNOW ALL ABOUT THEIR
and positive experiences. warmly guiding newcomers SPIRITS. BUT IN THE
through the whisky category while
GENERAL ON-TRADE A LOT
also catering to those who consider
MANHATTAN SAZERAC
“ themselves connoisseurs. These OF BARTENDERS ARE LESS
THE VAST MAJORITY OF bars offer lessons for the whole VERSED IN THEIR WHISKIES
THE HIGHBALL industry in education, range, price
KNOWLEDGE THAT THE – THEY’RE HIGH UP ON A
point and serves.
Whisky’s answer to a gin AVERAGE GUEST HAS SHELF GATHERING DUST.”
and tonic plays in the same REGARDING SPIRITS
consumption occasion as any –K
 ATIE GROVES,
other long, refreshing drink. COMES FROM ON-TRADE MILROYS OF SOHO, LONDON.
Traditionally a mix of one part INTERACTIONS.”
whisky to four parts soda water,
the serve can feature any type – J AMIE BOUDREAU,
of carbonated soft mixer, from PROPRIETOR, CANON, SEATTLE.
cola and ginger beer to Irn Bru
PENICILLIN and green tea. With Johnnie
Walker promoting the serve in
key cities, brands can ensure
they’re part of the movement
by embracing their own
signature serve.
62% 82%
OF UK WHISKY OF US WHISKY
CONSUMERS CONSUMERS
TRUST BARTENDER TRUST BARTENDER
RECOMMENDATIONS RECOMMENDATIONS 1

1
SOURCE: DRINKS INTERNATIONAL 2020 BRANDS REPORT. 1
SOURCE: DISTILL VENTURES/DYNATA WHISKY CONSUMER SURVEY, FEBRUARY 2020.

34 35
THE NEW RETAIL ENVIRONMENT DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

CASE STUDY:
THE GATE, GLASGOW
Describing itself as a modern Scottish
pub, The Gate serves all manner of beer,
wines and spirits, although its specialty

05
is its 200-bottle whisky selection.
Language used is simple and flavour
focused (a ‘swear jar’ is implemented
for use of geeky terms), cocktails are
bright and attractive (there’s a dedicated
Highball menu), and prices are affordable
(ranging from £3.50 for a malt of the
month up to £24 a dram) with bottles
clearly labelled with coloured stickers.

Conclusion
“
THE NEW CONSUMER IS SO PUT OFF
ASKING FOR SOMETHING IN CASE
IT’S AN £18 DRAM. OUR PRICE CHART
HAS MADE PEOPLE A LOT MORE
COMFORTABLE AND REALLY DRIVEN
OUR SALES.”
–A
 NDY GEMMELL, OWNER,
THE GATE, GL ASGOW.

IMAGE SOURCE: THE GATE.

36
CONCLUSION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

REFERENCES

Whisky is a truly global spirit, enjoyed Brands can navigate the instability
by millions around the world and now created by Covid-19 by supporting the
produced on six continents by a new recovery of the on-trade, exploring
generation of blenders and distillers emerging sales channels and adapting
with boundless creativity. to a digital frontier that’s become more
important than ever. Not least, forming
These New World whisky makers are genuine connections with new whisky DRIZLY CONSUMER SURVEY REPORT EUROMONITOR/THE SPIRITS BUSINESS DRINKS INTERNATIONAL 2020

free-thinkers. They are passionate consumers and reflecting their values

2020, JUNE 2020 BRAND CHAMPIONS REPORT, JUNE 2020 BRANDS REPORT

about taking whisky to the next level, through their actions. Report based on a survey conducted by Drizly Euromonitor International collates global Annual poll of 109 global bars from 38
during June 2020 among a representative and local company data and accounts, global countries, either winners of or nominees from
maximising flavour and connecting with sample of 15,000+ adults of legal drinking age research, material in the public domain, worldwide awards such as The World’s 50 Best
their local climate and culture. While New World whisky has developed so who had used and not used Drizly before and first-hand checks of place, product, price and Bars (1-100) and Tales of the Cocktail’s Spirited
their innovative whiskies offer more quickly that the existing retail landscape includes some data points directly from Drizly’s promotion to form its database of market trends Awards, or regional awards.
database. Respondents were recruited from across several categories. Euromonitor supplied
variety than ever before, their values has struggled to keep up. But we’re on Drizly’s database and results were gathered via overview spirits industry growth figures to
resonate with a new generation of the cusp of real change, and New World online survey. For the purposes of this survey, industry publication The Spirits Business for its
BARCL AYCARD/OMD SURVEY 2018

consumer who is driven by provenance whisky has the potential to catapult the Gen Z is defined as age 21-26, millennials as age 2020 Brand Champions report of the world’s A nationally representative survey of
27-41 and Gen X/Above as age 42 and older. best-selling spirits brands. 2,000 British adults and 250 businesses was
and new flavours and experiences. whole category into a new defining era conducted by OMD on behalf of Barclaycard
for the spirit. DISTILL VENTURES/DYNATA WHISKY IWSR DRINKS MARKET ANALYSIS
between June-July 2018 into the value of the
New World whisky makers are playing CONSUMER SURVEY, FEBRUARY 2020 GLOBAL DATABASE, MAY 2018
experience economy.
an important role in developing
Survey conducted by Dynata on behalf of Distill The IWSR is the leading source of data and
the whisky category through liquid Ventures of a representative sample of 2,000 intelligence on the alcoholic beverage market.
GLOBALDATA CONSUMER SURVEY,
MAY 2020
innovation, digital communication, US and 1,014 UK consumers of legal drinking The IWSR’s database quantifies the global

the formation of real connections CONTACT US: age who had and had not consumed whisky in market of wine, spirits, beer, cider, and mixed GlobalData’s survey of 2,000 nationally
the past six month. Participants were selected drinks by volume and value in 157 countries, representative UK respondents conducted
and their own followers. from across all Dynata’s proprietary online and provides insight into short- and long-term in early May 2020.
Distill Ventures is committed to
research panel assets and the samples quota trends, including five-year volume and value
developing innovation in whisky.
Yet for the category to fully realise We’re proud to work hand-in-hand
controlled to reflect the population on age, forecasts. The IWSR tracks overall consumption
L.E.K EXPERIENCES WITH CHARACTER:
gender and region. Interviews were conducted and trends at brand, price segment and
its potential there are numerous with the best entrepreneurs and online in the US and UK from 17th to 20th category level.
THE NEW LEISURE ECONOMY,

challenges that must be faced. their cutting edge whisky brands, February 2020.
AUGUST 2019

Stronger partnerships between brands but we collectively continue to Dynata is the world’s largest first-party IWSR DRINKS MARKET ANALYSIS,
Report compiled using various sources and
L.E.K insight and analysis. L.E.K is a global
and retailers need to be forged, learn and evolve. data and insights platform with a reach that ‘THE IMPACT OF E-COMMERCE ON
management consulting firm that uses industry
e-commerce must become more encompasses 60+ million consumers and ALCOHOL TRADING’, JULY 2018
expertise and rigorous analysis to help business
sophisticated, communication more Email: hello@distillventures.com business professionals globally, and an extensive A paper published by IWSR in July 2018 leaders achieve practical results.
library of individual profile attributes collected exploring the effect of digital sales on the
inclusive and an agile mindset adopted. Twitter: @distillventures through surveys. global drinks industry using insight from
Facebook: @distillventures IWSR’s global database.

38 39
CONCLUSION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

ABOUT OUR WHISKY

DISTILL VENTURES PORTFOLIO PARTNERS

We’re dedicated to helping entrepreneurs unlock

growth and are committed to developing the world
whisky category. Among the brands in our portfolio
are three whisky distilleries with global ambitions.

“
SINCE SCALING UP WE ARE SEEING THINGS IN
PRODUCTION WE WERE NOT USED TO SEEING
WHEN WE WERE MUCH SMALLER. THE BENEFIT
OF WORKING WITH DISTILL VENTURES IS WE
NOW HAVE GOOD FRIENDS WE CAN CALL UP
AND ASK FOR HELP. THEY ARE REALLY GOOD
AT GIVING ADVICE AND HELPING US, THEY
REALLY WANT THE BEST FOR THE BUSINESS.”
– A
 LEX MUNCH, CMO AND CO-FOUNDER,
STAUNING DISTILLERY, DENMARK.

STAUNING
STAUNING, DENMARK
Distill Ventures was born out of a Portfolio brands take advantage of our
realisation that there were many visionary deep understanding of how the best drinks Nine friends with a passion for whisky came
drinks entrepreneurs with barriers holding brands are built as well as our network of together in 2006 to open a small distillery in
them back and little access to resources to experts, giving companies of all sizes the a disused abattoir. In 2015 Diageo invested
help them build global brands. We brought support needed to succeed. Our team in a minority stake in the business, allowing
together a passion for drinks and a range leverages our expertise to drive businesses the team to build a much larger 900,000lpa
of experts to fill the void. We approached forward, whether it’s establishing an online capacity distillery. Stauning is still focused on
Diageo as a partner, and in 2013, the sales platform, brand building via social producing whisky using traditional equipment
world’s first accelerator for the spirits media, liquid development for non-alcoholic such as floor maltings and fire-heated stills.
industry was born. drinks, or unlocking access to control states
in North America.

40
CONCLUSION DISTILL VENTURES THE NEW WORLD OF NEW WORLD WHISKY

STARWARD WESTWARD
MELBOURNE, AUSTRALIA PORTL AND, OREGON, USA

This Antipodean distillery is a champion This single malt whiskey is influenced heavily
of flavour, describing its product as by local culture, climate and people to
‘whisky for a curious, food-obsessed represent a taste of Northwest America.
generation’. Locality is important, from Diageo made a minority investment in the
the yeast and grain sourced from within Westward brand through Distill Ventures
a day’s drive to the red wine barrels used in 2018. As well as financial backing, the
to mature the whisky and the wildly varied partnership provided guidance on everything
climate. Through Distill Ventures, Diageo from brand positioning to identifying
invested in the business in 2014. commercial opportunities.

“ “THE EVOLUTION OF GOING FROM

ALL OUR CASH WAS IN THE LIQUID;
A PRODUCT TO A BRAND HAS BEEN
WE DIDN’T HAVE ENOUGH TO GROW
LARGELY AIDED BY INVOLVEMENT FROM
THE BUSINESS. THE BIGGEST BENEFIT
PEOPLE AT DISTILL VENTURES HELPING US
OF WORKING WITH DIAGEO AND DV
TO CREATE A COMPELLING CONSUMER
IS HAVING THE CASH TO BE ABLE TO
STORY. OUR PRODUCT AND IDENTITY ARE
INVEST WITH AN ALIGNED PARTNER
STILL THE SAME, BUT WE HAVE BECOME
THAT REALLY UNDERSTANDS THE
BETTER STORYTELLERS AS A RESULT.”
TIMESCALES OF WHISKY.”
– T OM MOONEY, FOUNDER AND CEO,
– D
 AVID VITALE, FOUNDER,
WESTWARD DISTILLERY, USA.
STARWARD WHISKY, AUSTRALIA.

42 43
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D I S T I L LV E N T U R E S .C O M