WhistlePig might be best known for its innovative rye whiskeys, but the brand has also become the fastest-growing ultra-premium Bourbon in the US, according to IWSR data from 2022-23. WhistlePig has also entered malt whiskey with North America’s first super-aged single malts, 21-year-old Béhôlden and Badönkådonk 25 Years old. We spoke to WhistlePig’s international brand and business development manager to find out about the brand’s aspirations, latest partnerships and Thanksgiving plans.
What has WhistlePig been up to in the last year?
In the past year, we have earned a place as UK bartenders’ favourite rye whiskey brand, and introduced WhistlePig to some exciting new global markets, including Dubai, Singapore, and Mexico. We have also engaged as many of the world’s best bars, hotels, and restaurants as possible with a WhistlePig Maple Old Fashioned.
Back at the farm, WhistlePig continues to push the boundaries with limited editions like The Boss Hog, while taking care of the land around it. The Vermont Farm and Distillery has been practising 100% renewable waste since 2022, and we have been completely solar since 2023. We have also been certified in regenerative farming this year.
How has the brand engaged on-trade?
In the UK and Europe, we focus on introducing bartenders and whiskey fans to our flagship WhistlePig 10-year-old Rye.
Its distinct taste profile, unique complexity and advantage in craft cocktails are gaining incredible momentum with early adopters and have plenty of opportunity ahead.
It has been a difficult year for the trade, so a lot of our efforts have gone into tailoring our support for venues. Between staff shortages and the cost-of-living crisis, the trade has been stretched, and now is the best time for them to lean on us. Our industry’s resilience is rooted in its creativity. We’ve been here to listen and help bring their ideas to light.
What new trade initiatives has WhistlePig introduced?
WhistlePig has always been highly engaged in the trade. Our international advocacy programme, The League of the Flying Pigs, has gone from strength to strength. We also recently launched an incredible single-barrel programme in the UK, featuring custom blends to unusual and exclusive rye whiskey finishes as an exciting opportunity for anyone looking to offer something bespoke, from the liquid to the label.
On a global scale, we are now a proud sponsor of the World’s 50 Best Hotels. The 2024 ceremony was hosted in London, where our WhistlePig cabs can be seen driving around the city. In the UK, we’ve also sponsored The Bartender’s Edit 2024.
What are the brand’s key occasions?
WhistlePig’s primary occasion is anywhere an unbeatable cocktail is called for. Our high rye profile is the perfect balance for an Old Fashioned’s sweet and rich components. Here in the UK, we recommend it with WhistlePig PiggyBack 100% Rye and WhistlePig’s barrel-aged maple syrup. WhistlePig 10 further elevates the cocktail’s complexity, while our Old World Rye, aged 12 years, pairs uniquely well with an epic meal owing to the influence of its three wine cask finishes. WhistlePig Estate Oak Rye 15-year-old is a fan favourite fireside or with a fine cigar.
How is WhistlePig celebrating American Thanksgiving in the UK?
We’re partnering with Louie restaurant in central London to host live music events throughout November. We will also celebrate with a special WhistlePig menu on Sabine’s rooftop alongside their afternoon tea. In addition, Decimo at the Standard will be offering WhistlePig barrel-aged maple syrup pecan pie with every WhistlePig Old Fashioned after 10pm.
What is next for WhistlePig?
More ‘big pig energy’ and more Maple Old Fashioneds. We will continue to focus on the trade and core whiskey communities while also launching new partnerships and events that extend directly to Rye drinkers. A lot more is to come in 2025.
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Author: Miona Madsen
