What do Taylor Swift and independent whisky bottlers have in common? Sam Simmons, head of whisky at Atom Brands, explains in the latest episode of The Spirits Business Podcast.
One of the original whisky bloggers, today Simmons heads up whisky creation at Atom Brands, and was named Blender of the Year at The Spirits Business Awards 2023.
In the final episode of season one of The Spirits Business Podcast, he candidly discusses the pros and cons of being an independent whisky bottler, and notes some unique challenges currently facing the sector with the development of whisky cask investments.
However, it is the scope of casks available to an indie bottler around the world, and the ability to tell detailed stories through the liquid and bottle design, that makes the category so appealing, he says.
“I think most independent labels are telling you more than the distillery name, the cask number, and these kinds of things,” Simmons explains.
“I think there’s an opportunity, anyway, in that space – and certainly Boutique-y jumps at that – to do more than just be a drink. And I think that’s on us to do it, not everyone.
“[I’ve been able to] try a new version of my favourite distillery and maybe have a new story from it as well. Again, I think it comes back to kind of opening up the category more to people and showing different sides of whisky, different sides of particular distilleries if you can put the label on the bottle… I think it just opens up the realm of flavour and almost brings it back to focusing on flavour and helping people discover great tastes that they like in whisky.
“For those who do want to, you know, listen to Taylor Swift on Spotify, versus buy the record and sit down, and look at the album art. That’s the difference to me. It’s a different level of engagement that’s not for everybody; but it just feels different when you do it that way.”
For the first time on an episode of The Spirits Business Podcast, Simmons and host Melita Kiely, editor of The Spirits Business, taste through a couple of whiskies from That Boutique-y Whisky Company – including a 30-year-old blended grain.
Simmons also discusses why Canadian whiskies have arguably been overlooked in the whisky world, the importance of age statements, and why he’d be in favour of smaller formats of ultra-premium whiskies. Plus, during a quick-fire question round, he unknowingly predicts developments relating to spirits conglomerates and sustainable packaging.
Episode 10 of The Spirits Business Podcast is available to listen to on all major streaming platforms, including Apple Podcasts, Spotify and Amazon.
Alternatively, click the link below to listen to the latest episode with Sam Simmons.
Episodes one to seven featured Brothers’ Bond Bourbon, Equal Measures, Sastrería Martinez, The Pinnacle Guide, Be Inclusive Hospitality, OurWhisky Foundation, Equiano Rum, Renais Gin and Felipe Schrieberg.
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Author: Melita Kiely
