Having launched this year, The Heart Cut has taken the industry at pace, recognised at this year’s Icons of Whisky Awards as the independent bottler to watch.

Drawing on her years of experience in the industry as a passionate whisky drinker, educator and brand ambassador for drinks powerhouses like Bacardi, she has quite literally bottled her insights and knowledge into a brand that puts the spotlight on new-world whisky distilleries from across the globe.

In this episode, she talks about her take on breaking down unnecessary barriers to enable emerging interest and accessibility to the spirit, the importance of packaging and design to magnify the sensory appeal of the whisky and how important advocacy and education can be for a brand’s success.

00:00 Introduction and Background
02:04 Entering the Whisky World
10:09 The Role of Bartenders and Advocacy in Whisky
27:02 Gender Barriers in Whisky Marketing
30:56 Introduction to Heart Cut and Independent Bottling
33:41 New World Whisky and Partnerships
39:22 Heart Cut’s Name and Aesthetic
44:34 Packaging Design and Future Plans

Want to learn more about The Heart Cut?

Visit their website

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Transcript

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Welcome, welcome to Georgie Bell.

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It’s so nice to have you on this podcast.

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I was so excited when we booked you in and
you said, yes, it was a great experience.

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So welcome and thank you for being a guest
here, Georgie.

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I have an intro.

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Thanks for having me. Thanks.

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Well, Georgie, of course, you started off
as an ambassador at the Whiskey Society in

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Edinburgh, and you’ve moved on to work for
two of the most leading…

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drinks brands, which is incredibly
impressive with Diageo and Bacardi.

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And now you very excitingly, if that’s a
word, co -founded a new company this year,

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I would say.

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So you’ve been busy.

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There’s a lot to talk about.

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Let’s get stuck in.

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And the first thing I want to talk about
is this underlying pattern I’m seeing in

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terms of a passion or love of whiskey.

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How did we enter this world altogether,
Georgie?

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How did we enter this world altogether,
Georgie?

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yeah, there is definitely.

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Whiskey is, I mean, I love all spirits,
but whiskey especially, that’s something I

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focus my career on for the last 14 years
officially, but before that bartending.

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And that’s how I came into the whiskey
category.

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So I was a bartender in Edinburgh and
we’ve already compared notes of hanging

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out in the same haunts around that time,
making us feel quite old.

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out in the same haunts around that time,
making us feel quite old.

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let’s add that to the listeners is that
we’ve both lived at one point in

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Edinburgh, so we both know the places to
go and not to go.

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And we’ve established some of those places
which we may not repeat or name.

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No, no.

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Anyway, so I was a bartender in Edinburgh
and it was actually when I was working at

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Anyway, so I was a bartender in Edinburgh
and it was actually when I was working at

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Tiger Liddy on George Street that I
decided I kind of wanted to be the best

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bartender I could be, just for me.

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And for me that included being able to
give my opinion on every spirit that we

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had on our back bar and a significant
proportion of the back bar because we were

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in Scotland was

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whiskey and I didn’t like it.

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I was 19 at the time, 19, 20, 19 which
does make me feel old.

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Yes, so I made it my sort of aim to to
like it through tasting, through learning

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as much as I could about the spirit
category and being in Scotland I was very

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lucky.

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So I was able to go to neighboring
distilleries to Edinburgh, like Lincolnchi

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for instance.

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I remember a trip up to Speyside and to
Aberfeldy as well, which is just a 90

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minute drive away from Edinburgh itself.

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And slowly but surely, I really got the
taste of whiskey.

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And I fell in love with not just the taste
of the spirit, but also the people in the

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whiskey industry, the heritage, the
provenance.

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the distilleries and how it was made.

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At the time I was also doing my undergrad,
well I was doing my undergrad course at

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Edinburgh University and I ended up doing
my dissertation on whisky and regional

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identity and the creation of an image of a
place through the whisky industry.

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So I went over to Isla and got it.

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So I went over to Isla and got it.

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Yeah, I’m totally outdated today.

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I looked a lot at provenance though and
the idea of terroir in the whisky industry

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I looked a lot at provenance though and
the idea of terroir in the whisky industry

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and

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the projected identity of Isla through the
whisky industry and it was brilliant.

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So when I graduated, I ended up getting a
job at the Scotchmore Whisky Society and

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it was there that I started doing some
more courses in whisky and production

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specifically and I ended up doing my
diploma in distilling with the Institute

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of Brewing and Distilling.

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So it’s a biochemistry

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and chemical engineering degree, second
degree, which I absolutely loved.

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So I stayed there at the Scotch Malt
Whiskey Society behind the bar in

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Edinburgh and then as their global brand
ambassador.

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And then I moved to Diageo, as you said,
for three years to launch Mortlac,

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which is obviously a wonderful whiskey.

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And it was so exciting when we first
relaunched,

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when we first launched it

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It’s gone through a couple of iterations
since.

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And then I went to work at Bacardi to look
after their five single malts in that

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portfolio and work on Dewar’s, the blended
Scotch whisky as well.

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I worked there for about seven years and I
finished up my tenure there

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about a month ago.

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about a month ago.

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I know it’s fresh off the press really.

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Georgie you’re moving on to new pastures
and we’re gonna delve into all those

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different things.

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But going back to that 19 year old Georgie
looking to expand her taste palette into a

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But going back to that 19 year old Georgie
looking to expand her taste palette into a

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world of whiskey because quite rightly I
don’t think it’s something you can

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absolutely get away with living in,
working in Scotland and neither should

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you.

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It’s a void that needs to be filled and
explored.

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And I was, when I was doing a little bit
of research on you, Georgia, I came across

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an interview you did with the society and
you said something really interesting,

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because I’m always intrigued by the
changing dynamic of whiskey and what it

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means to people.

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So clearly at one point it was a
rightfully and wrongfully a man’s drink

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and that is definitely moving.

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with new innovations and with change in
palette and more curiosity in our

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audiences and target markets.

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But what you said was something around the
idea of you can love whiskey one day and

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it can just completely change the next
because it depends on your mood, the

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climate, your diet, which I thought was
quite, it’s not really something I’ve

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thought about really.

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So are you saying whiskey really is that
variable?

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Just the one whiskey can be so variable.

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Oh my god, it’s so variable and that’s
what I love about it.

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You’re totally right.

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Whiskey is such a varied spirit and your
preference for the type of whiskey that

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you want to drink or your view on one
particular bottle of whiskey will

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completely change depending on the
weather, who you’re with, what you’re

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eating with it, what you’re drinking with
it, if you’re pairing it with a beer.

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And that’s what I love about whiskey as a
category.

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I think when people think of whiskey, they
think it’s just one flavor dynamic.

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In actual fact, there’s such a plethora of
flavours that comes from the whisky

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category, not only from how it’s made, but
also where it’s made.

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And I’m sure that’s something that we can
talk about later down the line is this

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emerging growing world of New World whisky
and different provenances that come in,

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which is, of course, what we focus on with
the heart cut.

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What we focus on a lot with the Scotchmull
Whisky Society,

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You know, we used to have, I used to have
a bar behind me with about 150 different

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bottles, all of them single cask, all of
them cask strength from distilleries far

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and wide, obviously, predominantly from
Scotland, but then from distilleries from

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other countries as well.

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And when people would say to us, well, I’d
like a whiskey, it would be like, what do

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you like?

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What would you like?

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Oh, I don’t know.

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And be like, cool, do you normally like
red wine or white wine?

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Who are you drinking with right now?

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You know, what sort of mood are you in?

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And then,

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For me, that still very much impacts my
life today and my whiskey choice.

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As you can imagine, we’ve got my husband
and I, shelves upon shelves of whiskey at

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home.

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And our preference of what we’re going to
drink that day, that night, will depend on

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so many things.

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You know, how have the kids been that day?

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How tough of a day has it been as parents?

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We’ll sort of level out how…

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good whiskey we’re going to have at the
end of the day.

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We got a bottle of Compass Box Art and
Decadence recently.

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I absolutely love it.

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And it’s such a treat of a dram that we’re
like, has it been a tough enough day to

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treat ourselves to a dram of that whiskey?

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Which is kind of…

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trying to manage a business and twins at
the same time, I feel like that’s going to

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get a real going at for the next coming
weeks.

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So I think that’s really fun.

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And that’s why from a home bar
perspective, it’s often quite nice to have

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more than one more than two, maybe even
four or five bottles of whiskey open for

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you to enjoy because your preference on
what you might want to drink that day will

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depend on if you’re hosting, as I said
before, if you’re having a beer with it,

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what your mood is like.

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I remember when I first started out,

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in whiskey, I got a real taste for smoky
whiskey.

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And again, a lot of people sort of, one
big misconception about whiskey and

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especially Scotch whiskey is all Scotch is
smoky, which it very much isn’t, of

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especially Scotch whiskey is all Scotch is
smoky, which it very much isn’t, of

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course.

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But it is out there and that’s fine.

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And that’s an education piece that we all
must help with.

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But when I started out, I used to love
smoky whiskey and the smokier the better.

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And now I’m like,

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And now I’m like,

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I do like smoky whiskey, but I have to be
in a very particular mood to enjoy it.

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And I often want sometimes more of those
smoother, more vanilla focused, more big

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sort of fruit forward whiskies.

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And I really enjoy at the moment, like an
exotic fruit style whiskey.

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So whiskies that are big on that
pineapple, mango, passion fruit flavor

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that’s coming through.

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And we’re about to bottle our…

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number seven release, while seven for
single cask.

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And it’s just that.

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And writing the tasting notes for it and
trying it has been an absolute joy because

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that is the whisky that I want just now.

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Well, to be honest, I’m getting quite
parched just having talked through that

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different sort of flavor palette and
spectrum.

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And it is a spectrum.

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And I think when you talked about having
that smoky or that stereotypical, when

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people think about Scotch, particularly,
they think of the sort of tobacco-y smoky

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feel.

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But I think that’s progressed to now
people thinking there’s that tobacco-y

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smoky feel or not.

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And it’s just two.

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two sides of the spectrum, but what we’re
actually trying to expand and educate

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people on is there’s a full on spectrum
and actually whiskey is accessible to all

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depending on what your preference is and
what day it is and as you say, your mood.

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There’s a lot of education around that.

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There’s a lot of education around that.

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would also say as well, if you are new
into trying whisky and dipping your toe

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in, if you try a whisky and you neat one
day and you don’t like it, that’s totally

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fine.

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Maybe try it again another day.

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Add water to it, see if it sort of some of
those flavours sort of lighten up.

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And when you add water, often whisky
becomes sweeter as well.

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So try it with water.

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If you’re really, you know, new into the
whisky category and you’re like, I too

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fancy airing into it.

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drink a whiskey cocktail.

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You know, there’s brilliant bars across
the world with incredible bartenders

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behind them.

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And just say, look, this is the sort of
flavors that I usually like.

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I’d love to try a whiskey cocktail.

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What do you recommend?

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There’s so many ways into the category.

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And often people have drunk whiskey and
they probably haven’t known that they

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have.

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And they’ve enjoyed it because it has been
in a cocktail.

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Then they say, oh, I don’t like whiskey.

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have you had a penicillin?

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Yes, I love a penicillin.

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It’s full of those gingery lemon notes.

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It’s like, cool, well, that’s got whiskey
in it.

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You know, I think the word whiskey itself
is the, can sometimes be the barrier.

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You know, I think the word whiskey itself
is the, can sometimes be the barrier.

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If you remove that word and if you look at
it as a collection of flavors in a glass,

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it becomes a whole lot more appealing.

213
00:12:14,458 –> 00:12:15,875
100 % agree.

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00:12:15,875 –> 00:12:20,833
And what, you know, from having talked and
interviewed with multiple different

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00:12:20,833 –> 00:12:26,083
distilleries, not all whiskey, but all
feeding into this idea that, you know,

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00:12:26,083 –> 00:12:31,583
that spokesperson for the category or for
that brand is the bartender and the

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00:12:31,583 –> 00:12:33,000
education that they have and the product
knowledge is so powerful in changing

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education that they have and the product
knowledge is so powerful in changing

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people’s perspectives and mindset on
drinks and I guess route in.

220
00:12:42,541 –> 00:12:47,416
because it can be a cocktail, it can be
drank neat, it can be sweetened with

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water.

222
00:12:48,208 –> 00:12:54,708
There’s such versatility with whiskey that
I just don’t think I’ve even scratched the

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surface of and we’re only starting to
unpick here, which I think is very

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interesting altogether.

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00:13:02,208 –> 00:13:05,625
Talking about, oh no, go for it, Georgie.

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the bartender comment obviously, yes,
bartenders are so important and working

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00:13:12,000 –> 00:13:17,500
with bartenders, educating bartenders and
actually I was sitting at the bar at the

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Nomad Hotel, Side Hustle, I think it was
the end of last year and I was waiting for

229
00:13:19,416 –> 00:13:23,750
Nomad Hotel, Side Hustle, I think it was
the end of last year and I was waiting for

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00:13:23,750 –> 00:13:26,000
a friend, just, you know, people watching.

231
00:13:26,000 –> 00:13:30,375
And a person came up to the bar and said,
I’d like a martini, please.

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00:13:30,375 –> 00:13:33,166
And a gin martini and the bartender said,
do you have any preference?

233
00:13:33,166 –> 00:13:36,000
And he said, no, your suggestion.

234
00:13:36,000 –> 00:13:40,541
So the bartender got off the shelf a
bottle of Boatyard gin and he was like, I

235
00:13:40,541 –> 00:13:44,041
suggest this for your martini and this is
why I love it.

236
00:13:44,208 –> 00:13:46,375
And the person was like, great.

237
00:13:46,375 –> 00:13:48,000
And that is a recommendation point.

238
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It’s huge.

239
00:13:49,416 –> 00:13:52,333
You know, the person with the martini in
hand is going to go away going, God, I

240
00:13:52,333 –> 00:13:55,750
just had this brilliant martini from Side
Hustle.

241
00:13:55,750 –> 00:13:57,375
with boatyard gin.

242
00:13:58,083 –> 00:14:04,416
You know, so never underestimate the power
of working with bartenders, educating

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00:14:04,416 –> 00:14:05,250
bartenders, because that point of
recommendation is, especially for a small

244
00:14:05,250 –> 00:14:10,208
bartenders, because that point of
recommendation is, especially for a small

245
00:14:10,208 –> 00:14:12,958
brand, is so incredibly important.

246
00:14:12,958 –> 00:14:14,416
It’s an entryway, isn’t it?

247
00:14:14,416 –> 00:14:18,708
And that’s a really nice segue into some
of the work you’ve been doing with these

248
00:14:18,708 –> 00:14:23,625
large, I mean, I think it’s fine to say
that you’ve been working with Diageo and

249
00:14:23,625 –> 00:14:29,750
spent a considerable amount of your career
with Bacardi, two fantastic brands, and

250
00:14:29,750 –> 00:14:36,583
much of that work has been leading and
championing the role of advocacy and, I

251
00:14:36,583 –> 00:14:39,291
guess, taking advantage of…

252
00:14:39,833 –> 00:14:44,416
the influencers that are brand ambassadors
in these different countries and markets

253
00:14:44,416 –> 00:14:45,708
that you’re leading.

254
00:14:45,833 –> 00:14:51,666
Can you tell us a bit about that
experience and why advocacy is so

255
00:14:51,666 –> 00:14:52,500
important?

256
00:14:52,833 –> 00:15:00,083
Yeah, I had a brilliant eight years as
being a global brand ambassador across

257
00:15:00,083 –> 00:15:00,458
three different countries, companies.

258
00:15:00,458 –> 00:15:02,041
three different countries, companies.

259
00:15:02,041 –> 00:15:05,333
So the Scotch Malt Whiskey Society to
start.

260
00:15:05,583 –> 00:15:10,958
And then as you said, Diageo is with them
for about three and a bit years, launching

261
00:15:10,958 –> 00:15:18,791
more like from events in Shanghai to the
US across Europe, Japan, and then the last

262
00:15:18,791 –> 00:15:19,958
sort of

263
00:15:20,250 –> 00:15:25,833
I was with Bacardi for seven years and
four of those seven as a global brand

264
00:15:25,833 –> 00:15:29,541
ambassador for them as well across our
single mold portfolio.

265
00:15:30,625 –> 00:15:37,416
I think the role of ambassador is huge and
especially because essentially you are a

266
00:15:37,416 –> 00:15:42,791
proxy founder for the brand, you know, a
living embodiment as it were of what that

267
00:15:42,791 –> 00:15:45,208
brand that you’re representing is.

268
00:15:46,458 –> 00:15:49,333
It’s always a watch out though when you’re
a brand ambassador and this is

269
00:15:49,333 –> 00:15:54,916
I do an awful lot of coaching now, but
also I used to do a lot of coaching while

270
00:15:54,916 –> 00:15:58,416
I was a global brand ambassador working
with lots of our brand ambassadors that

271
00:15:58,416 –> 00:16:01,833
were situated on sort of city and country
level across the world.

272
00:16:01,833 –> 00:16:06,291
As you’ve always got to remember that as a
brand ambassador, you’re never the star of

273
00:16:06,291 –> 00:16:07,083
the show.

274
00:16:07,083 –> 00:16:09,750
You are always the supporting actor.

275
00:16:09,791 –> 00:16:13,708
You are always the supporting actor to
your product.

276
00:16:13,708 –> 00:16:15,916
And that always has to be.

277
00:16:15,916 –> 00:16:17,291
That always has to be.

278
00:16:17,291 –> 00:16:20,333
And if you think about the Oscars and you
think about always that supporting actor

279
00:16:20,333 –> 00:16:23,000
role, that is who you are as a brand
ambassador.

280
00:16:23,000 –> 00:16:27,250
But you’re there to tell the stories of
the brand and you’re there to bring the

281
00:16:27,250 –> 00:16:32,250
brand to life and tell those stories of
the brand in a way that is relatable to

282
00:16:32,250 –> 00:16:34,958
the audience that you’re speaking to.

283
00:16:35,875 –> 00:16:39,291
And your audiences are so varied.

284
00:16:39,291 –> 00:16:44,875
You know, one day alone, you might start
your day with a training for, um,

285
00:16:44,875 –> 00:16:46,416
trade partner.

286
00:16:46,458 –> 00:16:52,750
You might then go and do a training for
your local sales team.

287
00:16:53,333 –> 00:16:57,125
You might do some account ride-alongs
with that sales team to go from account to

288
00:16:57,125 –> 00:17:02,125
account doing very quick sort of 30 second
sort of messaging bullets on why that

289
00:17:02,125 –> 00:17:04,458
brand is so wonderful and what you think
you love about it.

290
00:17:04,458 –> 00:17:09,583
You might then go and do some press
interviews, podcasts these days and then

291
00:17:09,583 –> 00:17:13,916
end it with a consumer tasting let’s say
followed by bar visits after that.

292
00:17:14,041 –> 00:17:20,166
So you can be speaking in a single day to
all of these different audiences and your

293
00:17:20,166 –> 00:17:24,750
messaging on your brand has to be
relatable to that audience.

294
00:17:24,750 –> 00:17:29,208
So if you start, you know, I used to work
with Craig Ellickey for instance at

295
00:17:29,208 –> 00:17:31,333
Bacardi, wonderful whiskey.

296
00:17:31,333 –> 00:17:32,541
Oh, it’s amazing.

297
00:17:32,541 –> 00:17:36,583
And that tropical fruit note that I just
mentioned is so in the four with this

298
00:17:36,583 –> 00:17:40,541
almost like grilled pineapple character
that that whiskey has.

299
00:17:40,541 –> 00:17:44,916
It’s got an incredible story about how it
was founded in 1891.

300
00:17:44,916 –> 00:17:49,291
It’s also got an incredibly complex
production process using worm tub

301
00:17:49,291 –> 00:17:50,541
condensers.

302
00:17:50,541 –> 00:17:58,333
Now, if I start banging on about worm tub
condensers to a lifestyle journalist who’s

303
00:17:58,333 –> 00:18:02,666
just interested in figuring, who’s
learning a little bit more about the

304
00:18:02,666 –> 00:18:07,458
history, but then is really interested
about the old soul, old fashioned cocktail

305
00:18:07,458 –> 00:18:08,333
that we hero.

306
00:18:08,333 –> 00:18:10,291
And I start talking about…

307
00:18:10,291 –> 00:18:10,708
Yeah.

308
00:18:10,708 –> 00:18:13,208
Peating levels or malting levels and worm
tub condensers.

309
00:18:13,208 –> 00:18:15,833
Peating levels or malting levels and worm
tub condensers.

310
00:18:16,000 –> 00:18:19,208
It’s just not, yeah, a hundred percent.

311
00:18:19,208 –> 00:18:21,250
You’re going to lose your audience.

312
00:18:21,250 –> 00:18:25,541
So in a way, you know, being a brand
ambassador, I think people often see brand

313
00:18:25,541 –> 00:18:26,250
So in a way, you know, being a brand
ambassador, I think people often see brand

314
00:18:26,250 –> 00:18:29,333
ambassadors as those who just have a
company account and they fly around the

315
00:18:29,333 –> 00:18:33,583
world and it’s, you know, they’re going
from one bar to the next, but it’s very

316
00:18:33,583 –> 00:18:36,000
much not like that in reality.

317
00:18:37,250 –> 00:18:39,875
But actually coming back from that is.

318
00:18:39,875 –> 00:18:45,500
what’s the most important thing within
that brand ambassador world and how you’re

319
00:18:45,500 –> 00:18:49,291
connected to the rest of your brand team
is your messaging that you’re putting

320
00:18:49,291 –> 00:18:53,250
forward about your brand and that the
message that the brand ambassador and the

321
00:18:53,250 –> 00:18:57,416
stories that the brand ambassador is
saying do align in with what your sales

322
00:18:57,416 –> 00:19:01,375
team is saying, with what your marketing
team is saying, with what your PR team is

323
00:19:01,375 –> 00:19:04,750
saying, what social media posts are trying
to convey as well.

324
00:19:04,833 –> 00:19:08,875
And also that they’re not just stories to
be fluffy stories, but stories that

325
00:19:08,875 –> 00:19:12,083
actually have functional benefits to the
brand as well.

326
00:19:12,125 –> 00:19:17,041
You know, I think whiskey is quite a
romantic spirit and it’s very good to have

327
00:19:17,041 –> 00:19:20,666
stories of founders and how whiskey came
to be, et cetera, et cetera.

328
00:19:20,666 –> 00:19:25,583
But if you’re just saying a story for a
story’s sake and there’s not really much

329
00:19:25,583 –> 00:19:29,875
that someone can take away from that, then
you kind of have to question what you’re

330
00:19:29,875 –> 00:19:30,708
saying.

331
00:19:31,000 –> 00:19:33,541
Another thing that’s really important too,

332
00:19:33,958 –> 00:19:38,958
sorry going off on one, but I do think
it’s important is making sure that when

333
00:19:38,958 –> 00:19:44,791
you’re talking about your brands and these
messages that you have a very clear 10, 30

334
00:19:44,791 –> 00:19:47,583
and 60 second pitch about your brand.

335
00:19:47,583 –> 00:19:51,416
Because often enough, and you think about
it in terms of other beta pitches, often

336
00:19:51,416 –> 00:19:56,416
enough, you’ll be a brand ambassador going
into a bar and you’ll literally have two

337
00:19:56,416 –> 00:19:59,083
seconds or 10 seconds to speak to a
bartender.

338
00:19:59,083 –> 00:20:00,750
If you start going, uh,

339
00:20:00,750 –> 00:20:05,125
Well, my brand, you know, when you start
fumbling, then you’re going to have lost

340
00:20:05,125 –> 00:20:05,541
it straight away.

341
00:20:05,541 –> 00:20:06,125
it straight away.

342
00:20:06,125 –> 00:20:08,916
So that’s really important.

343
00:20:09,333 –> 00:20:12,625
But no, all in all, great years.

344
00:20:12,625 –> 00:20:18,333
Well, I was going to ask, you know, for a
lot of our listeners who would be, you

345
00:20:18,333 –> 00:20:20,125
know, would really gain from that insight
of your experience working and

346
00:20:20,125 –> 00:20:23,375
know, would really gain from that insight
of your experience working and

347
00:20:23,375 –> 00:20:27,875
strategizing across multiple different
brands in the portfolio, I think you’ve

348
00:20:27,875 –> 00:20:31,916
just shared some really key principles
that anyone can take and start to think

349
00:20:31,916 –> 00:20:36,208
about and add to their toolkit when doing
these.

350
00:20:36,291 –> 00:20:41,166
these road runs, because ultimately for
smaller businesses, it will be them doing

351
00:20:41,166 –> 00:20:47,958
a lot of this interchanging from trade,
consumer education and being ready with

352
00:20:47,958 –> 00:20:52,375
those messages and those authentic stories
that differentiate them from others,

353
00:20:53,208 –> 00:20:56,291
particularly in their competitive set.

354
00:20:56,333 –> 00:20:59,875
I mean, how much did that play a part when
you were doing your

355
00:20:59,958 –> 00:21:04,458
you know, differentiation, you know, value
proposition, key messaging, how much do

356
00:21:04,458 –> 00:21:08,583
you start to review your competitors in
that same?

357
00:21:08,583 –> 00:21:09,791
you start to review your competitors in
that same?

358
00:21:10,041 –> 00:21:14,416
Is it worth looking at them or is it
actually a risk looking at them?

359
00:21:14,416 –> 00:21:17,708
Cause you can almost dilute yourself and
fall into the same trap.

360
00:21:18,083 –> 00:21:21,958
I, it’s a really good question and a good
way of thinking about it.

361
00:21:21,958 –> 00:21:26,416
I believe that you should always focus on
your brand first, then look at your

362
00:21:26,416 –> 00:21:30,333
competitor set and then come back to what
you’ve put about your brand.

363
00:21:30,333 –> 00:21:35,125
You know, cause you don’t want your, your
competitor set to be too leading in terms

364
00:21:35,125 –> 00:21:38,500
of, oh, here’s an entry point that no one
else is covering.

365
00:21:38,500 –> 00:21:41,125
So this is the area that I’ve got to go
into.

366
00:21:41,458 –> 00:21:47,500
Um, when we came to designing the Heart
Cut specifically,

367
00:21:48,166 –> 00:21:53,083
We knew what we wanted to portray with the
Heart Cut.

368
00:21:53,083 –> 00:21:55,875
We knew what the brand wanted to be about.

369
00:21:56,833 –> 00:22:02,666
Spotlighting new odd whisky distilleries,
being much more accessible, focused on

370
00:22:02,666 –> 00:22:06,041
education and collaboration at its heart.

371
00:22:06,500 –> 00:22:09,916
And so we sketched that up.

372
00:22:09,916 –> 00:22:14,375
Then we did a big competitor set across
the independent bottling landscape.

373
00:22:14,375 –> 00:22:15,333
And then we came…

374
00:22:15,333 –> 00:22:20,416
back to our value proposition and we said,
okay, is this really a value?

375
00:22:20,416 –> 00:22:25,041
Is there space for this within the market?

376
00:22:25,166 –> 00:22:27,666
Why do we believe that and how?

377
00:22:27,708 –> 00:22:32,666
And not only did we do a competitor set
looking at, you know, not negatives of all

378
00:22:32,666 –> 00:22:36,250
of these brands, but we also looked at the
positives of the brands as well within our

379
00:22:36,250 –> 00:22:36,875
competitor set.

380
00:22:36,875 –> 00:22:41,333
We said, you know, and I’m not going to
name names here, but we said, this company

381
00:22:41,333 –> 00:22:42,708
is doing this.

382
00:22:42,708 –> 00:22:46,583
brilliantly, we can learn from this,
they’re doing that brilliantly.

383
00:22:46,583 –> 00:22:51,791
So it was never about stepping on our
competitors, it was about looking for the

384
00:22:51,791 –> 00:22:57,166
gap within that and also thinking about,
you know, from a consumer perspective, or

385
00:22:57,166 –> 00:22:58,458
what would this mean for them?

386
00:22:58,458 –> 00:23:02,416
Is there space for our brand within this
landscape?

387
00:23:02,416 –> 00:23:05,000
I really like how you put it there.

388
00:23:05,000 –> 00:23:08,750
What you’re not trying to do is take away
from the good work that’s happening

389
00:23:08,750 –> 00:23:14,666
already in the industry of advocating for
whiskey and the quality and the taste and

390
00:23:14,666 –> 00:23:15,666
flavor palette.

391
00:23:15,666 –> 00:23:20,833
What you’re actually doing is adding to
the category and what would that look like

392
00:23:20,833 –> 00:23:23,833
by looking at those competitors as well.

393
00:23:24,250 –> 00:23:30,041
I think it’s almost courteous what you’ve
done is to look at stepping on other

394
00:23:30,041 –> 00:23:31,125
peoples toes.

395
00:23:31,291 –> 00:23:35,666
I think it’s important to you know, they
say that a rising what is it a rising tide

396
00:23:35,666 –> 00:23:40,625
helps sail all ships as it were and if you
think about whiskey drinkers out there,

397
00:23:40,625 –> 00:23:46,000
there’s so many whiskey drinkers and there
are a lot of brands and if you do your

398
00:23:46,000 –> 00:23:49,125
brand in the right way and you put this
fundamental work behind it in terms of

399
00:23:49,125 –> 00:23:53,375
your strategy, if you get alignment with
all of your messaging and your target

400
00:23:53,375 –> 00:23:55,500
occasion and

401
00:23:55,500 –> 00:23:59,666
you know, the type of accounts that you
might want to go into and how your brand

402
00:23:59,666 –> 00:24:02,916
could sit on the back bar with other
whiskies.

403
00:24:03,125 –> 00:24:06,791
Because you’re never going to see a bar
where it’s just your whiskey on the back

404
00:24:06,791 –> 00:24:07,000
bar.

405
00:24:07,000 –> 00:24:12,000
So you’ve got to think, okay, how would my
whiskey help complement that back bar?

406
00:24:12,000 –> 00:24:17,125
And then how would that help give
something to the bartender as a point of

407
00:24:17,125 –> 00:24:18,208
difference?

408
00:24:18,583 –> 00:24:22,958
But if you do all of that, you can very
much see how

409
00:24:22,958 –> 00:24:29,916
your brand will help complete the picture
of that category rather than trying to

410
00:24:29,916 –> 00:24:31,000
overtake that category.

411
00:24:31,000 –> 00:24:36,125
And look, I’m talking from a very small
brand mentality here, only because I think

412
00:24:36,125 –> 00:24:40,333
with the Heart Cut specifically, we’re
never going to be a Johnny Walker.

413
00:24:40,500 –> 00:24:42,666
We’re never going to be that big.

414
00:24:42,666 –> 00:24:45,583
And when you know you’re not going to be
that big, it’s cool because you can go,

415
00:24:45,583 –> 00:24:47,958
cool, this is how we’re going to grow in
different ways.

416
00:24:48,416 –> 00:24:49,708
Yes, 100%.

417
00:24:49,708 –> 00:24:50,958
And what I liked what you’re talking about
there is we talk a lot about as marketers,

418
00:24:50,958 –> 00:24:53,750
And what I liked what you’re talking about
there is we talk a lot about as marketers,

419
00:24:53,750 –> 00:24:59,791
we talk a lot about target audience and
the personas of those particular, what do

420
00:24:59,791 –> 00:25:00,250
they love?

421
00:25:00,250 –> 00:25:00,833
What do they love?

422
00:25:00,833 –> 00:25:02,125
What are their pain points, et cetera.

423
00:25:02,125 –> 00:25:07,125
But when you build it into the drinks
world, you’re also, and you mentioned it

424
00:25:07,125 –> 00:25:09,333
there, what occasions are you targeting?

425
00:25:09,333 –> 00:25:13,458
What are their entry points into this
category that you want to be relevant in?

426
00:25:13,458 –> 00:25:15,375
Because some things you just might want
to…

427
00:25:15,375 –> 00:25:16,750
to leave yourself out of.

428
00:25:16,750 –> 00:25:19,416
They’re not for you, they don’t resonate
with your brand, they don’t fit that

429
00:25:19,416 –> 00:25:21,458
narrative that you’re trying to create for
yourself.

430
00:25:21,458 –> 00:25:25,125
But what are those occasions that you do
want to be relevant for?

431
00:25:25,125 –> 00:25:25,458
But what are those occasions that you do
want to be relevant for?

432
00:25:25,458 –> 00:25:27,333
I think that’s really interesting.

433
00:25:27,375 –> 00:25:33,666
If I had one wish, well there’s a couple of things
I’d like to do, but one big thing I’d like

434
00:25:33,666 –> 00:25:44,500
to do is to remove the gender split that
we continue to see on target audience pen

435
00:25:44,500 –> 00:25:45,458
portraits.

436
00:25:45,833 –> 00:25:46,791
Mm -hmm.

437
00:25:47,833 –> 00:25:51,833
because whiskey is changing.

438
00:25:51,875 –> 00:25:56,041
I’m talking about whiskey specifically
here but actually across the board I would

439
00:25:56,041 –> 00:26:00,416
love to see that gender split taken away
because the amount of times I’ve sat in

440
00:26:00,416 –> 00:26:01,000
brand conversations and seen a pen
portrait of a target consumer and it’s

441
00:26:01,000 –> 00:26:04,916
brand conversations and seen a pen
portrait of a target consumer and it’s

442
00:26:04,916 –> 00:26:11,541
like our whiskey will be drunk by 30 %
female 70 % male like

443
00:26:11,666 –> 00:26:16,458
Well, that’s not very sort of, you know, I
realize that whiskey comes with

444
00:26:16,458 –> 00:26:18,875
specifically whiskey, it comes with
stereotypes.

445
00:26:18,875 –> 00:26:26,375
And, you you spoke about this before about
the style of drinker, but actually to help

446
00:26:26,375 –> 00:26:31,875
with the evolution of the category and to
be welcoming and to allow, sorry, allows

447
00:26:31,875 –> 00:26:37,791
the wrong word to welcome people into it
and make everyone realize that it is a

448
00:26:37,791 –> 00:26:39,750
space for them to drink.

449
00:26:39,750 –> 00:26:44,166
and to take away those gender barriers, we
in the whisky industry have to take away

450
00:26:44,166 –> 00:26:45,333
those gender barriers first.

451
00:26:45,333 –> 00:26:52,583
We have to stop as marketeers putting
gender splits on our target audiences.

452
00:26:52,833 –> 00:26:55,791
And we’ve never had that with the heart
cups.

453
00:26:56,916 –> 00:27:01,708
We’ve had a pen portrait, not even a pen
portrait, but we’ve had a mindset of the

454
00:27:01,708 –> 00:27:03,375
person that we’d love to go after with it.

455
00:27:03,375 –> 00:27:08,041
We’ve kind of, we’ve named them the
curious and conscious foodie.

456
00:27:08,041 –> 00:27:08,208
We’ve kind of, we’ve named them the
curious and conscious foodie.

457
00:27:08,875 –> 00:27:17,375
Someone who appreciates food, travel,
exploring new flavors, it’s really into

458
00:27:17,375 –> 00:27:19,458
sort of spirits, we know with a heart cut
that we are not an entry point into

459
00:27:19,458 –> 00:27:22,500
sort of spirits, we know with a heart cut
that we are not an entry point into

460
00:27:22,500 –> 00:27:23,666
whisky.

461
00:27:24,458 –> 00:27:28,833
If we are, wonderful, but I think we’ve
just got to be realistic that we are

462
00:27:28,833 –> 00:27:34,208
dealing with, you know, probably over 50 %
AVV whisky a lot of the time in single

463
00:27:34,208 –> 00:27:36,708
cask and a price point that’s slightly
higher.

464
00:27:39,500 –> 00:27:44,208
So we know we’re not that, but we don’t
have anything on our literature that says

465
00:27:44,208 –> 00:27:45,541
anything about gender.

466
00:27:45,541 –> 00:27:48,416
And I think that is so important as we
move forward.

467
00:27:48,416 –> 00:27:52,333
And actually it is really fun to look at
it from an occasion perspective, as I

468
00:27:52,333 –> 00:27:53,083
said.

469
00:27:53,083 –> 00:27:57,291
So for us specifically again single cask,

470
00:27:57,291 –> 00:28:00,791
sometimes cask strength
sometimes reduced down to

471
00:28:00,791 –> 00:28:05,250
say 52 % rather than 60, which is still
quite strong.

472
00:28:05,875 –> 00:28:08,541
We’re looking at for us the desert
occasion.

473
00:28:08,541 –> 00:28:11,708
We know people probably won’t drink our
whiskeys in a cocktail, so we’re not

474
00:28:11,708 –> 00:28:12,958
pushing them in a cocktail.

475
00:28:12,958 –> 00:28:15,791
But instead, we’re thinking when would
people drink whisky neat?

476
00:28:15,791 –> 00:28:20,333
We also know that while whisky is maybe
not that everyday whisky, but it might be

477
00:28:20,333 –> 00:28:24,250
what I discussed before about reaching for
that bottle of Compass Box Art and

478
00:28:24,250 –> 00:28:24,666
Decadence.

479
00:28:24,666 –> 00:28:26,875
It might be seen as a treat whisky.

480
00:28:26,875 –> 00:28:31,666
And so if you can really understand that
space and own it as to what you think your

481
00:28:31,666 –> 00:28:35,625
occasion might be, it’s a lot more of a
dynamic area than

482
00:28:35,625 –> 00:28:40,666
than sort of pinpointing a specific target
consumer based on gender and age.

483
00:28:40,666 –> 00:28:41,875
than sort of pinpointing a specific target
consumer based on gender and age.

484
00:28:41,875 –> 00:28:42,958
100%.

485
00:28:42,958 –> 00:28:44,458
I completely agree.

486
00:28:44,458 –> 00:28:46,000
And, and let’s explore the heart cut a
little bit more, because I feel for some

487
00:28:46,000 –> 00:28:48,625
And, and let’s explore the heart cut a
little bit more, because I feel for some

488
00:28:48,625 –> 00:28:51,416
of the listeners, we’ve kind of jumped
ahead and been like, these are our

489
00:28:51,416 –> 00:28:55,958
audiences, but we’ve probably not actually
even introduced what this whole concept of

490
00:28:55,958 –> 00:28:56,333
heart cut is.

491
00:28:56,333 –> 00:28:57,041
heart cut is.

492
00:28:57,041 –> 00:28:59,708
So you have co -founded this business with
your husband.

493
00:28:59,708 –> 00:29:01,541
It is very recent.

494
00:29:01,541 –> 00:29:08,291
You have also, side line note, become a
mother of twins at the very same time.

495
00:29:08,291 –> 00:29:08,833
You have also, side line note, become a
mother of twins at the very same time.

496
00:29:08,833 –> 00:29:10,083
So this last six…

497
00:29:10,083 –> 00:29:14,416
months has been or these last few weeks
have been very interesting for you all

498
00:29:14,416 –> 00:29:19,000
together but the heart cut why was now the
right time?

499
00:29:19,000 –> 00:29:21,000
together but the heart cut why was now the
right time?

500
00:29:21,041 –> 00:29:22,375
Yeah, and apologies.

501
00:29:22,375 –> 00:29:22,958
You’re right.

502
00:29:22,958 –> 00:29:25,458
I did jump in and I keep using it as an
example.

503
00:29:25,458 –> 00:29:29,583
It’s just because I’ve got two bottles in
front of me, so it’s very easy for me to

504
00:29:29,583 –> 00:29:31,000
talk about it.

505
00:29:31,000 –> 00:29:34,041
already, everyone’s probably just Googled
it at this point, but from your

506
00:29:34,041 –> 00:29:40,458
perspective, what does, what does, why now
and what is Heartcut all about?

507
00:29:40,541 –> 00:29:45,833
So the Heart Cart is an independent
bottler that spotlights New World Whiskey

508
00:29:45,833 –> 00:29:47,416
distilleries.

509
00:29:48,666 –> 00:29:55,625
We collaborate with distilleries that we,
so my husband and I, admire around the

510
00:29:55,625 –> 00:29:56,500
world.

511
00:29:57,416 –> 00:30:02,833
And we partner with them, buy a single
cask, pick that cask in collaboration with

512
00:30:02,833 –> 00:30:07,000
them, and bottle it in a way that heroes
not just our brand,

513
00:30:07,000 –> 00:30:09,375
them, and bottle it in a way that heroes
not just our brand,

514
00:30:09,416 –> 00:30:12,458
but there’s as well in equal proportions.

515
00:30:12,625 –> 00:30:16,458
So you’ll notice I’ve said the word
collaboration about three times in those

516
00:30:16,458 –> 00:30:19,541
last two sentences, but collaboration for
us is really important.

517
00:30:19,541 –> 00:30:24,708
And that was a key point of difference for
us compared to other independent bottlers

518
00:30:24,708 –> 00:30:26,666
within the whisky realm.

519
00:30:27,458 –> 00:30:34,875
Because sometimes you see independent
bottlers will buy a cask of whisky from a

520
00:30:34,875 –> 00:30:37,875
distillery and then that will be it and
the conversation will be done.

521
00:30:37,875 –> 00:30:42,125
whereas we speak to our distilleries that
we partner with on a weekly basis and

522
00:30:42,125 –> 00:30:46,708
we’re here to spotlight them as much as we
are our own brand.

523
00:30:46,708 –> 00:30:49,666
And actually, sorry Leanne, I should take
it back a notch because I’ve kind of

524
00:30:49,666 –> 00:30:53,958
jumped in with jargon straight away, which
is the idea of an independent bottler.

525
00:30:54,166 –> 00:31:00,041
So within the whisky landscape, there’s
two types of bottleings, original

526
00:31:00,041 –> 00:31:02,458
bottleings and independent bottleings.

527
00:31:02,458 –> 00:31:06,625
Original bottleings are bottleings that
come from a distillery itself.

528
00:31:06,625 –> 00:31:07,166
So,

529
00:31:07,166 –> 00:31:17,333
Abertholdy, Craig Ellicott, Castle & Key,
Angels, Angels Envy, Teeling, anything

530
00:31:17,333 –> 00:31:24,000
that those brands release, those are seen
as sort of original bottlings.

531
00:31:24,333 –> 00:31:25,208
Okay.

532
00:31:25,500 –> 00:31:28,708
Then you have on the other side
independent bottling.

533
00:31:28,708 –> 00:31:31,291
So people like ourselves, the Heart Cut,
who we don’t own a distillery, but we buy

534
00:31:31,291 –> 00:31:35,083
So people like ourselves, the Heart Cut,
who we don’t own a distillery, but we buy

535
00:31:35,083 –> 00:31:40,541
casks from distilleries and we bottle them
under our own brand.

536
00:31:41,250 –> 00:31:46,375
And the big difference there for me is
what we’re doing with the Heart Cut is

537
00:31:46,375 –> 00:31:52,541
we’re creating a selection of whiskeys
from distilleries across the world.

538
00:31:53,041 –> 00:31:54,750
And in that way,

539
00:31:54,750 –> 00:32:02,333
we’re using our bottlings as an
introduction point for whiskey drinkers

540
00:32:02,333 –> 00:32:08,041
who are excited to explore and discover
new distilleries, but they don’t quite

541
00:32:08,041 –> 00:32:09,458
know where to start.

542
00:32:10,083 –> 00:32:18,541
So for our bottling number four, it was
from M&H Distillery in Tel Aviv.

543
00:32:18,541 –> 00:32:21,500
Probably we’re thinking Tel Aviv, they
have a distillery.

544
00:32:21,500 –> 00:32:24,208
They have a wonderful distillery, M&H.

545
00:32:24,666 –> 00:32:32,458
bottling from them is a single malt fully
matured in a pomegranate wine cask.

546
00:32:32,791 –> 00:32:37,625
Now, and it’s super fruity, full of these
incredible sort of sort of medjool dates

547
00:32:37,625 –> 00:32:38,583
and cherry pie.

548
00:32:38,583 –> 00:32:39,666
It’s really sticky.

549
00:32:39,666 –> 00:32:41,625
It’s delicious.

550
00:32:41,625 –> 00:32:42,750
It’s full on fruit.

551
00:32:42,750 –> 00:32:43,416
It’s rich.

552
00:32:43,416 –> 00:32:45,458
It’s incredibly approachable.

553
00:32:45,458 –> 00:32:48,333
There’s nothing really divisive about its
flavor.

554
00:32:48,500 –> 00:32:52,250
And if someone comes along to us and they
say, look, these are the sort of flavors

555
00:32:52,250 –> 00:32:53,791
that I like, we go, cool.

556
00:32:53,833 –> 00:32:56,416
try our M&H Distillery Bottling.

557
00:32:56,416 –> 00:33:01,250
If you like it, brilliant, go and try
other bottlings within the M &H range.

558
00:33:01,541 –> 00:33:04,625
So it’s all about that introduction point.

559
00:33:04,958 –> 00:33:08,041
And this is a brand is something that
we’ve been developing.

560
00:33:08,041 –> 00:33:13,166
As you know, brands take a while to evolve
and it’s been about two years in the

561
00:33:13,166 –> 00:33:13,500
making of coming into fruition until we
launched.

562
00:33:13,500 –> 00:33:17,875
making of coming into fruition until we
launched.

563
00:33:17,875 –> 00:33:19,791
So you asked why now?

564
00:33:20,000 –> 00:33:21,083
I suppose why now?

565
00:33:21,083 –> 00:33:22,041
Because…

566
00:33:22,666 –> 00:33:26,750
World whiskey is more than just emerging,
it’s more than just a trend, it’s

567
00:33:26,750 –> 00:33:28,541
something that’s here to stay.

568
00:33:28,541 –> 00:33:30,291
It’s exciting.

569
00:33:31,750 –> 00:33:37,166
And now it’s just the right time from a
career perspective, from an experience

570
00:33:37,166 –> 00:33:39,666
perspective, from a life perspective.

571
00:33:39,875 –> 00:33:46,625
And, you know, after two years of chipping
away, it was go time.

572
00:33:47,750 –> 00:33:48,583
Absolutely.

573
00:33:48,583 –> 00:33:53,041
And I expect over the last two years,
there’s probably been a lot of travel to

574
00:33:53,041 –> 00:33:57,208
go to these distilleries to experience
these different flavors and to work with

575
00:33:57,208 –> 00:33:58,041
them.

576
00:33:58,041 –> 00:34:02,166
What to you made the right partnership?

577
00:34:02,208 –> 00:34:08,291
Because of course, your first bottling was
with, I might pronounce this wrong, but a

578
00:34:08,291 –> 00:34:11,125
distillery in Denmark called Stowning?

579
00:34:11,125 –> 00:34:13,041
Yes.

580
00:34:13,875 –> 00:34:17,125
And then I think your third bottling was
from Finland.

581
00:34:17,125 –> 00:34:20,333
So, you know, you’ve, you are spanning the
world.

582
00:34:20,333 –> 00:34:22,666
The fourth one you’ve just mentioned is
Tel Aviv.

583
00:34:22,666 –> 00:34:26,500
What makes, like what made that right
partnership to go, right?

584
00:34:26,500 –> 00:34:29,458
This is absolutely what we set the tone
with.

585
00:34:29,791 –> 00:34:31,458
This is the right partnership.

586
00:34:31,541 –> 00:34:33,583
Yeah, great question again.

587
00:34:33,583 –> 00:34:38,250
Honestly, they’re just distilleries that
having worked in the whiskey industry for

588
00:34:38,250 –> 00:34:41,375
so long, they’re distilleries that I love.

589
00:34:41,750 –> 00:34:46,500
And all these distilleries that we partner
with with a Heart Cut all have this why

590
00:34:46,500 –> 00:34:48,166
And all these distilleries that we partner
with with a Heart Cut all have this why

591
00:34:48,166 –> 00:34:50,625
not and what if mentality.

592
00:34:52,875 –> 00:35:00,250
They will start with a group of founders,
solo founders, groups of friends coming

593
00:35:00,250 –> 00:35:06,875
together and saying, why doesn’t whiskey
come from my country when it’s completely

594
00:35:06,875 –> 00:35:08,916
set up for it?

595
00:35:08,916 –> 00:35:13,416
And what if we built a distillery here?

596
00:35:15,250 –> 00:35:17,166
A few in Chicago.

597
00:35:17,166 –> 00:35:20,958
So I said New World Whiskey distilleries,
New World Whiskey can be defined as

598
00:35:20,958 –> 00:35:22,375
whiskey that comes from.

599
00:35:22,375 –> 00:35:28,458
countries that typically aren’t known for
whiskey or distilleries from countries

600
00:35:28,458 –> 00:35:32,166
that are known for whiskey, but are taking
a different approach to making it away

601
00:35:32,166 –> 00:35:34,250
that are known for whiskey, but are taking
a different approach to making it away

602
00:35:34,250 –> 00:35:35,708
from tradition.

603
00:35:37,083 –> 00:35:41,875
And so it encompasses every country, but
it’s just a different mentality as to how

604
00:35:41,875 –> 00:35:43,250
you make whiskey.

605
00:35:43,375 –> 00:35:46,041
And few spirits in Chicago, you might be
thinking, oh, U .S.

606
00:35:46,041 –> 00:35:46,416
And few spirits in Chicago, you might be
thinking, oh, U .S.

607
00:35:46,416 –> 00:35:48,291
whiskey, is that really seen as new world?

608
00:35:48,291 –> 00:35:50,083
And it’s like, well, Paul,

609
00:35:50,083 –> 00:35:54,083
And we say we spotlight New World, so we
don’t just focus solely on it.

610
00:35:54,083 –> 00:35:59,750
Paul, who founded Few in Chicago, he was
like, I just want to build a distillery.

611
00:35:59,916 –> 00:36:05,875
Why isn’t there a distillery in my suburb
in Chicago?

612
00:36:05,875 –> 00:36:10,375
And he built it and he’s doing amazing
stuff with whiskey there.

613
00:36:10,375 –> 00:36:15,291
So, you know, all of our distilleries,
honestly, as said, they come from, all of

614
00:36:15,291 –> 00:36:19,250
our whiskeys come from just distilleries
that we’re really excited by.

615
00:36:19,708 –> 00:36:20,166
That

616
00:36:20,166 –> 00:36:25,666
have a presence already here in the UK, so
that’s really important because as I said

617
00:36:25,666 –> 00:36:29,791
before, we want to see that our bottlings
are helping Halo across their core

618
00:36:29,791 –> 00:36:34,666
portfolio, so it’s not just about us.

619
00:36:35,541 –> 00:36:39,500
And distilleries that we know our audience
will also be excited by.

620
00:36:39,500 –> 00:36:40,708
And distilleries that we know our audience
will also be excited by.

621
00:36:41,250 –> 00:36:41,833
Absolutely.

622
00:36:41,833 –> 00:36:45,791
So there is that mutually beneficial sort
of partnership in that regard.

623
00:36:46,291 –> 00:36:50,625
But it kind of is a really nice circle
back to what we were starting with at the

624
00:36:50,625 –> 00:36:54,000
beginning of this conversation, where we
talk about people entering this world,

625
00:36:54,000 –> 00:36:55,958
people not really knowing what their
choice is.

626
00:36:55,958 –> 00:37:01,250
And it’s about that really critical
questioning to identify what they love,

627
00:37:01,250 –> 00:37:02,041
what they don’t love.

628
00:37:02,041 –> 00:37:07,291
And you’re giving them this experience
that allows them to, limits their, not

629
00:37:07,291 –> 00:37:09,125
limits their choices, but like,

630
00:37:09,416 –> 00:37:14,541
limits the noise of the choice and gives
them something from an expert and

631
00:37:14,541 –> 00:37:19,500
experiential point of view, this is what I
would recommend.

632
00:37:19,500 –> 00:37:25,708
And that you’re almost creating a company
around that recommendation and that

633
00:37:25,708 –> 00:37:28,541
community, which I’m absolutely loving.

634
00:37:28,541 –> 00:37:32,708
Now before, I mean, we’ve got so many
different questions, but just to touch on

635
00:37:32,708 –> 00:37:34,916
the heart cut actually has meaning in
itself, doesn’t it?

636
00:37:34,916 –> 00:37:40,958
Yes, so the Heart Cut is the heart cut of
spirit that’s taken from the

637
00:37:40,958 –> 00:37:41,833
distillation run.

638
00:37:41,833 –> 00:37:46,750
So when you distill a spirit, you often
don’t take the first bit that runs off the

639
00:37:46,750 –> 00:37:51,541
still and you don’t take the last bit but
you take what’s called the heart cut.

640
00:37:52,000 –> 00:37:58,541
And we called our brand the heart cut
because we’re choosing, as I said, those

641
00:37:58,541 –> 00:38:00,125
heart cuts of spirit.

642
00:38:00,125 –> 00:38:04,000
So teaming up distilleries again that we
admire but also putting

643
00:38:04,000 –> 00:38:08,916
this will sound a bit cheesy but it’s
honestly true, putting the heart and love

644
00:38:08,916 –> 00:38:14,125
back into independent bottle -ings because
as you mentioned before I come from a

645
00:38:14,125 –> 00:38:17,416
brand advocacy background that’s been my
bread and butter for the whole of my

646
00:38:17,416 –> 00:38:24,208
career and we wanted brand advocacy and
storytelling to be at the heart of the

647
00:38:24,208 –> 00:38:25,041
Heart Cut.

648
00:38:25,041 –> 00:38:30,375
So off the back of that we also talk about
why each cast made the cut.

649
00:38:30,375 –> 00:38:31,666
So off the back of that we also talk about
why each cast made the cut.

650
00:38:31,666 –> 00:38:33,791
as well so we’ve got a nice little spin
off.

651
00:38:33,791 –> 00:38:35,583
Ahh, so that linked back to my question didn’t it?

652
00:38:35,583 –> 00:38:36,500
So what made it the cut?

653
00:38:36,500 –> 00:38:39,333
And you’ve explained that really well.

654
00:38:39,333 –> 00:38:42,125
I love it because when I first read that,
what does the Heart Cut?

655
00:38:42,125 –> 00:38:43,791
And that was an education for me.

656
00:38:43,791 –> 00:38:49,083
It kind of reminded me of my hospitality
days and where I think we had like a

657
00:38:49,083 –> 00:38:53,625
cheese board and I got told off at one
point for cutting like.

658
00:38:53,625 –> 00:38:58,541
the cheese in a way where I just cut off
the nose and it’s where all the flavor is

659
00:38:58,541 –> 00:38:59,833
of the cheese.

660
00:38:59,833 –> 00:39:01,041
And I was like, I’m really sorry.

661
00:39:01,041 –> 00:39:02,833
I just really wanted a bit of cheese, but
it feels like that’s the, there’s

662
00:39:02,833 –> 00:39:04,833
I just really wanted a bit of cheese, but
it feels like that’s the, there’s

663
00:39:04,833 –> 00:39:05,625
parallels.

664
00:39:05,625 –> 00:39:10,000
This is probably not a very good parallel,
but I feel like it’s the same.

665
00:39:10,000 –> 00:39:16,416
It’s like the heart is where all the
flavor and where the absolute essence is

666
00:39:16,416 –> 00:39:18,083
of the pour.

667
00:39:18,083 –> 00:39:21,333
So anyway, that was a little.

668
00:39:21,416 –> 00:39:23,125
anecdotal tidbit for the listeners.

669
00:39:23,125 –> 00:39:23,750
There you go.

670
00:39:23,750 –> 00:39:25,791
You learn something new every day.

671
00:39:25,791 –> 00:39:30,291
Let’s talk about packaging because it’s
certainly something that Signet are

672
00:39:30,291 –> 00:39:30,375
incredibly passionate about.

673
00:39:30,375 –> 00:39:32,083
incredibly passionate about.

674
00:39:32,083 –> 00:39:35,666
And I don’t know if I should admit this or
whether you would allow me to, we can edit

675
00:39:35,666 –> 00:39:41,458
this out if you, you, if you say no, but I
took a little sneak peek at your Behance.

676
00:39:41,458 –> 00:39:43,208
I saw a bit of mood boarding.

677
00:39:43,208 –> 00:39:49,041
Um, and I, um, I thought there was a clear
aesthetic that has come through this, this

678
00:39:49,041 –> 00:39:50,166
use of color.

679
00:39:50,166 –> 00:39:55,166
hard lines, this graphical type of
interest, quite minimalist look.

680
00:39:55,166 –> 00:39:55,250
hard lines, this graphical type of
interest, quite minimalist look.

681
00:39:55,250 –> 00:39:59,916
Can you tell us a bit about that process
of building the aesthetic of Heart Cut?

682
00:40:00,333 –> 00:40:05,458
So funny you mentioned that because I just
dug out my Behance board as well before

683
00:40:05,458 –> 00:40:07,041
this conversation.

684
00:40:07,875 –> 00:40:09,291
When Fab and I…

685
00:40:09,291 –> 00:40:10,833
And thank you for noticing that.

686
00:40:10,833 –> 00:40:12,208
Honestly, when Fab and I…

687
00:40:12,208 –> 00:40:13,458
great imagery there.

688
00:40:13,458 –> 00:40:15,541
Oh, lovely taste.

689
00:40:15,541 –> 00:40:17,000
I almost want to go back to Behance.

690
00:40:17,000 –> 00:40:18,333
I love it as a board.

691
00:40:18,333 –> 00:40:20,250
It’s so inspiring.

692
00:40:22,000 –> 00:40:26,166
When Fab and I were putting, my husband
Fab and I were putting the Heart Cut

693
00:40:26,166 –> 00:40:30,791
together, we took a look on Behance.

694
00:40:30,791 –> 00:40:33,500
We thought about, we looked at the
independent Boston landscape and we

695
00:40:33,500 –> 00:40:36,416
thought, okay, well that’s there, but what
do we love?

696
00:40:36,500 –> 00:40:39,791
And one of the ones we love is natural
wine.

697
00:40:39,791 –> 00:40:41,208
We love wine.

698
00:40:41,208 –> 00:40:43,125
And all of these new.

699
00:40:43,458 –> 00:40:48,166
I love natural wine as a category because
I love all of the colours and sort of the

700
00:40:48,166 –> 00:40:54,500
category bending traditional tradition
bending design that you see coming through

701
00:40:54,500 –> 00:40:54,750
on it.

702
00:40:54,750 –> 00:40:57,750
And the same with beer as well and craft
beer.

703
00:40:57,750 –> 00:41:03,083
And we thought, well, we kind of want to
do one for whisky, what natural wine has

704
00:41:03,083 –> 00:41:05,875
done for wine and what craft beer has done
for beer.

705
00:41:06,291 –> 00:41:07,458
Obviously, that’s a huge aim.

706
00:41:07,458 –> 00:41:10,791
And we’re not obviously doing that solo
with the Heart Cut, as you mentioned

707
00:41:10,791 –> 00:41:11,291
And we’re not obviously doing that solo
with the Heart Cut, as you mentioned

708
00:41:11,291 –> 00:41:12,083
before.

709
00:41:12,083 –> 00:41:17,750
We’re very new into this, but we took our
design inspiration from that.

710
00:41:17,750 –> 00:41:22,458
And so before we approached our design
agency that we worked with on the

711
00:41:22,458 –> 00:41:29,958
Heart Cut, we created a Behance board and we
also created a mural and we just dumped on

712
00:41:29,958 –> 00:41:37,666
this mural pictures and designs and colors
and gradients of colors and graphic focus

713
00:41:37,666 –> 00:41:40,625
pieces that we liked.

714
00:41:40,625 –> 00:41:44,291
We were consistently, whenever we were out
drinking, we’d be like, oh, I really like

715
00:41:44,291 –> 00:41:45,041
that bottle.

716
00:41:45,041 –> 00:41:46,416
Why do I like that bottle?

717
00:41:46,416 –> 00:41:48,666
You know, questioning these pieces.

718
00:41:48,791 –> 00:41:53,333
And so when we were able to brief our
designers, we were able to go to them with

719
00:41:53,333 –> 00:41:59,666
our Behance and with our mural board and
say, this is what we love and this is kind

720
00:41:59,666 –> 00:42:03,000
of where we see the Heart Cut going.

721
00:42:03,000 –> 00:42:04,458
100%

722
00:42:04,458 –> 00:42:07,375
So, I mean, I think that’s really
important, an easy way of bridging the gap

723
00:42:07,375 –> 00:42:09,250
So, I mean, I think that’s really
important, an easy way of bridging the gap

724
00:42:09,250 –> 00:42:13,958
between what your vision is and those
designers to use their expertise to go,

725
00:42:13,958 –> 00:42:16,125
right, how do we make something magical
from this?

726
00:42:16,125 –> 00:42:19,125
And they have created something magical
from that board.

727
00:42:19,875 –> 00:42:25,833
It’s a glass bottle, minimalist label, but
bringing that color and that graphical

728
00:42:25,833 –> 00:42:26,541
feature.

729
00:42:26,541 –> 00:42:26,625
feature.

730
00:42:26,625 –> 00:42:28,083
You’ve got a wooden stopper.

731
00:42:28,083 –> 00:42:29,125
Am I right in thinking this?

732
00:42:29,125 –> 00:42:29,750
I’m riffing.

733
00:42:29,750 –> 00:42:31,000
we didn’t stop her.

734
00:42:31,583 –> 00:42:37,291
What sort of considerations did you have
to make when you were going through that

735
00:42:37,291 –> 00:42:38,416
process with your designer?

736
00:42:38,416 –> 00:42:44,208
Was there anything that particularly you
needed or that it functionally needed to

737
00:42:44,208 –> 00:42:45,041
deliver?

738
00:42:45,125 –> 00:42:48,625
I’m really glad you asked that question
actually because as we’ve developed the

739
00:42:48,625 –> 00:42:53,625
heart cut, that’s when these pieces have
come to the fore.

740
00:42:53,958 –> 00:42:58,958
So there’s been many, many rounds of
iterations on the label and we finally got

741
00:42:58,958 –> 00:42:59,875
So there’s been many, many rounds of
iterations on the label and we finally got

742
00:42:59,875 –> 00:43:00,916
to a place that we love.

743
00:43:00,916 –> 00:43:04,125
So as you described before, the labels
split in half.

744
00:43:04,125 –> 00:43:08,875
One half is the Heart Cut, one half and
it’s black and white and the other half is

745
00:43:08,875 –> 00:43:09,833
coloured.

746
00:43:10,500 –> 00:43:12,458
And we tend to work with pastel colours.

747
00:43:12,458 –> 00:43:13,916
Our next release is going to be like a

748
00:43:13,916 –> 00:43:16,500
white blue though, which we’re really
excited by.

749
00:43:16,500 –> 00:43:19,083
And that side is the distillery side.

750
00:43:19,083 –> 00:43:22,875
And then in the center, we have a heart,
cut out.

751
00:43:22,875 –> 00:43:26,208
So you can see the color of the whiskey
through that.

752
00:43:26,208 –> 00:43:30,041
There were lots of rounds of coming up
with this label and with the way the

753
00:43:30,041 –> 00:43:32,041
whiskey was going to be presented.

754
00:43:32,041 –> 00:43:38,208
But it’s only as we started bottling did
we realize that maybe functionality wise,

755
00:43:38,208 –> 00:43:39,833
some pieces didn’t come through and
actually,

756
00:43:39,833 –> 00:43:40,333
some pieces didn’t come through and
actually,

757
00:43:40,333 –> 00:43:43,916
I know you’ve asked here for sort of the
benefits and the wonderful world of this,

758
00:43:43,916 –> 00:43:46,791
but actually I kind of want to tell you
about some of the pieces that we

759
00:43:46,791 –> 00:43:52,291
overlooked that now six months in we’re
like, oh, we really need to sort of, well,

760
00:43:52,291 –> 00:43:54,291
we’ve edited as we go.

761
00:43:54,291 –> 00:43:56,583
Our bottle’s 50 centilitres, which we
love.

762
00:43:56,583 –> 00:44:01,666
We did that because we want, we love a 50
centilitre bottle and it also encourages

763
00:44:01,666 –> 00:44:05,791
you to try a little more from different
bottles.

764
00:44:05,833 –> 00:44:09,541
It is slightly tapered, though.

765
00:44:09,708 –> 00:44:13,833
And if we were to go back, I probably
wouldn’t choose a slightly tapered bottle

766
00:44:13,833 –> 00:44:19,750
because a slightly tapered bottle comes
with issues when it comes to your label

767
00:44:19,750 –> 00:44:22,666
and the length of the label that you’re
going with.

768
00:44:22,666 –> 00:44:26,708
Similarly, we have a heart cut on the
front, as I mentioned before, which I

769
00:44:26,708 –> 00:44:27,916
absolutely adore.

770
00:44:27,916 –> 00:44:28,750
And I’ve realized that it is one of our
key brand pieces.

771
00:44:28,750 –> 00:44:32,833
And I’ve realized that it is one of our
key brand pieces.

772
00:44:33,083 –> 00:44:35,083
Yeah, 100%.

773
00:44:35,291 –> 00:44:38,250
but it is also very difficult to apply.

774
00:44:38,250 –> 00:44:43,250
So all of our labels are applied by hand
because they can’t go on a sticker roller

775
00:44:43,250 –> 00:44:45,791
because of the heart cut.

776
00:44:46,333 –> 00:44:51,125
So as I’ll be honest with you, the Heart
Cut is we are a startup,

777
00:44:51,125 –> 00:44:53,041
we are self-funded.

778
00:44:53,041 –> 00:44:56,666
It is my husband and I working with some
brilliant agencies.

779
00:44:58,000 –> 00:45:02,625
But as we look to develop the brand and we
look to develop potentially our label and

780
00:45:02,625 –> 00:45:07,625
what the Heart Cut looks like in six
months time, we are now having a

781
00:45:07,625 –> 00:45:11,375
conversation about, okay, what are our key
brand assets from this label?

782
00:45:11,375 –> 00:45:13,583
conversation about, okay, what are our key
brand assets from this label?

783
00:45:13,958 –> 00:45:21,333
The splits, the heart cuts, the colors,
the pop of color, but how do we change

784
00:45:21,333 –> 00:45:26,208
this to be slightly more functional when
it comes to a application packaging

785
00:45:26,208 –> 00:45:27,958
bottling perspective?

786
00:45:28,125 –> 00:45:32,833
And actually that would be a huge piece of
advice I would give to any startup out

787
00:45:32,833 –> 00:45:37,041
there is don’t just work with your
designers in solo, get them on the phone

788
00:45:37,041 –> 00:45:40,208
with your bottling company, whoever you’re
bottling with.

789
00:45:40,208 –> 00:45:44,916
And before you’ve gone to a yes, this is
the label we’re going for, make sure,

790
00:45:44,916 –> 00:45:50,541
print some test runs, get your bottle in a
small quantity and make sure it does

791
00:45:50,541 –> 00:45:51,291
actually work.

792
00:45:51,291 –> 00:45:54,083
Whereas what we did is we bought thousands
of bottles.

793
00:45:54,083 –> 00:45:57,416
our labels and then we were like hmm this
is a little bit more difficult than we

794
00:45:57,416 –> 00:45:58,583
anticipated.

795
00:45:59,416 –> 00:46:00,750
It’s fine.

796
00:46:00,958 –> 00:46:02,458
it’s a learning curve.

797
00:46:02,458 –> 00:46:05,708
Like you said, you are business owners.

798
00:46:05,708 –> 00:46:10,625
This is almost how you need to learn
because you need to figure out what makes

799
00:46:10,625 –> 00:46:13,958
sense and evolve with the brand as you
make those decisions.

800
00:46:13,958 –> 00:46:22,916
But it’s certainly one of the things that
clients come to us with that absolute line

801
00:46:22,916 –> 00:46:24,375
of inquiry going.

802
00:46:24,416 –> 00:46:25,875
we’ve made a bit of an error.

803
00:46:25,875 –> 00:46:27,625
We fell in love with this design.

804
00:46:27,625 –> 00:46:32,416
And quite rightly, we fell in love with
this design, but we’ve now figured out,

805
00:46:32,416 –> 00:46:37,375
well, I guess yours is slightly less of
this problem, but we figured out it’s just

806
00:46:37,375 –> 00:46:38,833
not fit for manufacture.

807
00:46:38,833 –> 00:46:41,916
Certain things can’t be automated or
certain things.

808
00:46:41,916 –> 00:46:47,000
So they’ve had to slowly etch away at this
design that they’ve fallen in love with

809
00:46:47,000 –> 00:46:48,666
and then realized, but I don’t like this
version anymore.

810
00:46:48,666 –> 00:46:50,500
and then realized, but I don’t like this
version anymore.

811
00:46:50,500 –> 00:46:52,166
And maybe we should start all over again.

812
00:46:52,166 –> 00:46:55,625
That’s a huge risk to take if you’re
starting out your own business.

813
00:46:55,625 –> 00:46:58,458
Yeah, and I think we’re very lucky because
we are small.

814
00:46:58,458 –> 00:47:03,041
So for the last six months, you know, we
have been, you know, we’ve got whiskey out

815
00:47:03,041 –> 00:47:03,791
there.

816
00:47:04,083 –> 00:47:06,333
Our, our, our whiskies are exceptional.

817
00:47:06,333 –> 00:47:09,916
And I know it’s very easy for me to say
that I’m biased, but they are.

818
00:47:09,916 –> 00:47:12,375
Our cask choices are wonderful.

819
00:47:12,375 –> 00:47:14,416
The distilleries we partnered with are
wonderful.

820
00:47:14,416 –> 00:47:15,583
Our labels are awesome.

821
00:47:15,583 –> 00:47:17,625
Everything about it is brilliant.

822
00:47:18,583 –> 00:47:22,958
And it is now though, because it is just
us and a very small team that we’re able

823
00:47:22,958 –> 00:47:23,666
to go.

824
00:47:23,666 –> 00:47:26,083
Okay, how would we gradually change this?

825
00:47:26,083 –> 00:47:28,166
What’s the evolution of this?

826
00:47:28,166 –> 00:47:33,875
Which you can do behind the scenes because
you’re not too out there.

827
00:47:33,875 –> 00:47:35,541
Yes.

828
00:47:35,541 –> 00:47:37,833
it’s always an interesting part of this
dynamic and this podcast is because we’ve

829
00:47:37,833 –> 00:47:39,250
it’s always an interesting part of this
dynamic and this podcast is because we’ve

830
00:47:39,250 –> 00:47:42,875
spoken to so many different owners of
different distilleries across the world

831
00:47:42,875 –> 00:47:44,166
who are sharing.

832
00:47:44,166 –> 00:47:49,333
And I’m so appreciative that Binsocan did
about sharing these problems and

833
00:47:49,333 –> 00:47:53,250
challenges that they’ve come across and
been like, we’ve had to learn this because

834
00:47:53,250 –> 00:47:55,375
it’s made us who we are now.

835
00:47:55,375 –> 00:48:00,375
But sharing those tribulations and
insights that they’ve gained.

836
00:48:00,375 –> 00:48:04,708
and lessons learned is exactly what this
podcast is all about because other people

837
00:48:04,708 –> 00:48:09,333
emerging into the space that we want to
actively encourage will take those

838
00:48:09,333 –> 00:48:16,750
learnings and hopefully take a second
question of will this actually work for us

839
00:48:16,750 –> 00:48:18,083
in the long run?

840
00:48:18,083 –> 00:48:23,750
And sometimes it is indeed actually what
they want to do and move forward with.

841
00:48:23,750 –> 00:48:27,291
So thank you so much for sharing a little
bit about that.

842
00:48:27,791 –> 00:48:30,125
I think you’ve…

843
00:48:30,125 –> 00:48:33,583
you’ve put in a mood board together,
you’ve got designers, you’ve got the

844
00:48:33,583 –> 00:48:37,625
experts that they can do this work and
deliver and you’ve created something

845
00:48:37,625 –> 00:48:41,250
really fantastic and you’re looking to
evolve that.

846
00:48:41,416 –> 00:48:45,791
What part of, I always think whiskey is
quite a, well any sort of spirit, but

847
00:48:45,791 –> 00:48:48,291
whiskey specifically is so sensory.

848
00:48:48,291 –> 00:48:51,583
It’s, you know, it’s flavor, it’s taste,
it’s look, color.

849
00:48:51,583 –> 00:48:56,625
You mentioned that in terms of the design
of through the heart that’s cut out, you

850
00:48:56,625 –> 00:48:57,875
want to reveal that.

851
00:48:57,875 –> 00:49:00,958
color quality through the glass.

852
00:49:00,958 –> 00:49:02,166
It’s so sensory.

853
00:49:02,166 –> 00:49:07,708
How much of that needs to come through, do
you think, generally in packaging and how

854
00:49:07,708 –> 00:49:09,208
How much of that needs to come through, do
you think, generally in packaging and how

855
00:49:09,208 –> 00:49:12,625
you convey that message through tactility?

856
00:49:12,708 –> 00:49:17,291
Yeah, great question again, because
something I’m thinking about a lot and

857
00:49:17,291 –> 00:49:23,416
it’s something that we have, I’m quite
proud of this with a heart cut, is that

858
00:49:23,416 –> 00:49:26,708
whiskey is a very sensory spirit and
flavour can be described in lots of

859
00:49:26,708 –> 00:49:29,333
whiskey is a very sensory spirit and
flavour can be described in lots of

860
00:49:29,333 –> 00:49:29,833
different ways.

861
00:49:29,833 –> 00:49:34,125
I’m going to bend your question slightly,
but flavour can be described in a lot of

862
00:49:34,125 –> 00:49:38,000
different ways and often, Stolleries will
have, and brands will have tasting notes

863
00:49:38,000 –> 00:49:39,291
on their bottle.

864
00:49:39,291 –> 00:49:39,833
Mm.

865
00:49:39,833 –> 00:49:47,750
of times that I see that a whiskey tastes
of oak and you think well what does oak

866
00:49:47,750 –> 00:49:48,083
actually taste like here?

867
00:49:48,083 –> 00:49:50,541
actually taste like here?

868
00:49:50,541 –> 00:49:53,333
I’ve just imagined myself going… nice..

869
00:49:53,333 –> 00:49:55,041
Oak, Oakey

870
00:49:55,125 –> 00:49:59,541
You can’t obviously taste a whiskey when
you just see it on a shelf and you think

871
00:49:59,541 –> 00:50:01,458
oh I’m seeing that on a shelf what does it
taste like?

872
00:50:01,458 –> 00:50:04,416
So we made sure with the Heart Cut that we
put three.

873
00:50:04,416 –> 00:50:08,750
And we’re now doing five really dynamic,
fun tasting notes on our packaging that

874
00:50:08,750 –> 00:50:14,458
you can read that are approachable and
give you an idea of the flavor inside the

875
00:50:14,458 –> 00:50:15,250
bottle.

876
00:50:15,416 –> 00:50:19,375
So on our Cotswolds bottling that I’ve got
here, we’ve said that it tastes like

877
00:50:19,375 –> 00:50:24,458
banana bread, candied pecans, vanilla
fudge, crispy red apples, and hazelnuts.

878
00:50:24,458 –> 00:50:31,541
Now, the reason that we decided to do that
was because very often consumers will be

879
00:50:31,541 –> 00:50:32,500
in an

880
00:50:32,500 –> 00:50:35,250
a bottle shop and they’ll go and they’ll
pick it up.

881
00:50:35,250 –> 00:50:38,875
There might not be someone around to help
guide them and they’ll be looking at the

882
00:50:38,875 –> 00:50:42,000
bottle and think, oh, I really like this
design, but what does it taste like

883
00:50:42,000 –> 00:50:42,875
inside?

884
00:50:42,875 –> 00:50:48,458
And if you’ve got just three, you know,
very or five really easy but approachable

885
00:50:48,458 –> 00:50:53,708
tasting notes on your label, it does help
the whiskey come to life.

886
00:50:53,875 –> 00:50:59,541
If you’ve got on the back a paragraph sort
of lamenting about the distillery and the

887
00:50:59,541 –> 00:51:02,416
romanticism about the distillery and at
the end it just says,

888
00:51:02,416 –> 00:51:09,333
tastes of vanilla and toffee with a finish
of oak, well, you’re probably like 90 % of

889
00:51:09,333 –> 00:51:12,291
other bottles on those shelves.

890
00:51:12,750 –> 00:51:17,875
So play with tasting notes and also, as
you said, be really proud of the colour of

891
00:51:17,875 –> 00:51:18,791
your whiskey too.

892
00:51:18,791 –> 00:51:22,666
We, because you very much taste with your
eyes.

893
00:51:23,666 –> 00:51:28,083
And for our bottles, we don’t add any
caramel colouring.

894
00:51:28,083 –> 00:51:32,416
So the colour of the whiskey is the colour
that it comes out of the cask itself.

895
00:51:32,416 –> 00:51:36,750
And by having that peak of colour that you
can see not only through the hot cup but

896
00:51:36,750 –> 00:51:42,000
making sure that the label doesn’t cover
the bottle fully also helps with the

897
00:51:42,000 –> 00:51:46,416
variation in the different bottles line up
that you might have there.

898
00:51:46,416 –> 00:51:46,625
So those are two really important things
for us, that the colour of the whisky

899
00:51:46,625 –> 00:51:50,541
So those are two really important things
for us, that the colour of the whisky

900
00:51:50,541 –> 00:51:54,250
shows through and that the tasting notes
are dynamic.

901
00:51:54,708 –> 00:52:00,041
I love that because actually, again, that
links back to where we talked about that,

902
00:52:00,041 –> 00:52:01,208
talked about audience and how people enter
and what occasions you might be targeting

903
00:52:01,208 –> 00:52:06,291
talked about audience and how people enter
and what occasions you might be targeting

904
00:52:06,291 –> 00:52:12,166
in terms of your consumer, that those
tasting notes almost align quite well with

905
00:52:12,166 –> 00:52:12,416
that.

906
00:52:12,416 –> 00:52:16,958
You said that after dinner, that dessert
time, well, who doesn’t want banana cake

907
00:52:16,958 –> 00:52:17,583
at dessert?

908
00:52:17,583 –> 00:52:21,583
I mean, just any time of day, to be
absolutely honest, but…

909
00:52:21,583 –> 00:52:26,583
Again, it’s just that line of inquiry,
that consistency in what you’re trying to

910
00:52:26,583 –> 00:52:30,750
achieve, when you’re trying to achieve it,
and how you do that and execute.

911
00:52:30,750 –> 00:52:36,125
And that’s so important in branding and
certainly in launching a new brand into

912
00:52:36,125 –> 00:52:37,083
market.

913
00:52:37,250 –> 00:52:39,916
So I’ve taken a lot of your time, Georgie.

914
00:52:39,916 –> 00:52:44,250
I do want to give you another
congratulations because was it last week

915
00:52:44,250 –> 00:52:44,416
now?

916
00:52:44,416 –> 00:52:45,333
I can’t remember.

917
00:52:45,333 –> 00:52:47,250
You were recognized and you won
Independent Butler of the Year at the Icon

918
00:52:47,250 –> 00:52:49,166
You were recognized and you won
Independent Butler of the Year at the Icon

919
00:52:49,166 –> 00:52:51,375
of Whisky Awards 2024.

920
00:52:51,416 –> 00:52:57,958
I think that’s so impressive and so
amazing in such a short space of time of

921
00:52:57,958 –> 00:52:58,375
launching.

922
00:52:58,375 –> 00:53:01,333
And I know there’s a lot of work that’s
gone behind that in two years.

923
00:53:01,333 –> 00:53:05,000
So that recognition of that work is
phenomenal.

924
00:53:05,708 –> 00:53:06,875
What’s next?

925
00:53:06,875 –> 00:53:10,208
What’s the end goal for Heart Cut?

926
00:53:10,208 –> 00:53:12,833
Thank you for that recognition.

927
00:53:14,750 –> 00:53:15,333
What’s next?

928
00:53:15,333 –> 00:53:19,875
We’re just really excited about
collaborating with more distilleries,

929
00:53:20,291 –> 00:53:25,416
bringing out awesome casks that taste
delicious from these distilleries, helping

930
00:53:25,416 –> 00:53:28,541
bringing out awesome casks that taste
delicious from these distilleries, helping

931
00:53:28,541 –> 00:53:33,875
them sort of gain footprint and
visibility, especially in the UK market,

932
00:53:33,875 –> 00:53:36,750
which is where we’re focused just now.

933
00:53:37,000 –> 00:53:38,833
And also,

934
00:53:38,833 –> 00:53:44,291
doing loads of tastings to help people not
just discover us but our partner

935
00:53:44,291 –> 00:53:50,875
distillery brands and to educate on the
sort of inclusivity and accessibility

936
00:53:50,875 –> 00:53:53,708
aspect of whiskey as category in general.

937
00:53:53,708 –> 00:53:54,541
So yeah.

938
00:53:54,541 –> 00:53:59,791
how can people access, I might be asking
for selfish reasons, but I’m sure other

939
00:53:59,791 –> 00:54:04,083
listeners also want to know how can people
access these different releases that

940
00:54:04,083 –> 00:54:05,583
you’re sharing with the world?

941
00:54:06,083 –> 00:54:14,541
We sell them direct to consumer, which is
our main sort of focus right now, as well

942
00:54:14,541 –> 00:54:16,416
as working with various off-trade
partners.

943
00:54:16,416 –> 00:54:23,625
But if you go to theheartcut.com, you can
buy through that and then you can receive

944
00:54:23,625 –> 00:54:29,083
your bottle in speedily in about three
days after you purchase it.

945
00:54:29,083 –> 00:54:29,750
So, yes.

946
00:54:29,750 –> 00:54:32,375
And then you can email us at…

947
00:54:32,375 –> 00:54:36,291
Hello@theheartcut.com and if you want
to know anything more about us or you want

948
00:54:36,291 –> 00:54:36,458
Hello@theheartcut.com and if you want
to know anything more about us or you want

949
00:54:36,458 –> 00:54:42,583
to set up a tasting for your whiskey group
or your colleagues or your bar team, just

950
00:54:42,583 –> 00:54:45,416
whatever, we’re very happy to help.

951
00:54:45,416 –> 00:54:49,833
And as I said, we’re not just about our
brand, but we’re here to do with educating

952
00:54:49,833 –> 00:54:50,791
on the category in general.

953
00:54:50,791 –> 00:54:51,791
on the category in general.

954
00:54:53,000 –> 00:54:56,791
Absolutely, and we’ll make sure those
links are in our little description below

955
00:54:56,791 –> 00:55:01,458
so everyone can free access the goodness.

956
00:55:01,458 –> 00:55:06,000
And hopefully at that point you’ll have
more releases for people to dabble with.

957
00:55:06,000 –> 00:55:09,291
Final question, or second final question.

958
00:55:09,291 –> 00:55:15,750
If you were to describe Heart Cut in a word
or phrase, what would it be?

959
00:55:15,750 –> 00:55:18,500
you’ve got me there.

960
00:55:19,291 –> 00:55:25,458
If I was to describe Heart Cut in one word
it would be I suppose exploration is

961
00:55:25,458 –> 00:55:28,375
If I was to describe Heart Cut in one word
it would be I suppose exploration is

962
00:55:28,375 –> 00:55:31,000
really important for us so exploration of

963
00:55:31,000 –> 00:55:32,041
That feels like a good word

964
00:55:32,041 –> 00:55:35,000
whiskey exploration but also vibrant

965
00:55:35,000 –> 00:55:40,125
vibrant exploration let’s go with that yep
yeah

966
00:55:40,125 –> 00:55:40,666
exploration.

967
00:55:40,666 –> 00:55:46,458
Well, on that note, Georgie, I would like
to take a sincere thank you again for your

968
00:55:46,458 –> 00:55:50,750
time, but also what you’re trying to
achieve with Heart Cut with your husband.

969
00:55:50,750 –> 00:55:51,625
I know it’s a major feat.

970
00:55:51,625 –> 00:55:53,083
I know it’s a major feat.

971
00:55:53,083 –> 00:55:55,125
I know it’s hard work.

972
00:55:55,291 –> 00:56:01,333
But for me, particularly, I feel like
you’ve tapped into my curiosity and I

973
00:56:01,333 –> 00:56:06,333
certainly will be trying your perspective
and your recommendations.

974
00:56:06,333 –> 00:56:11,750
through these upcoming releases and
probably going through the last six that

975
00:56:11,750 –> 00:56:14,291
you’ve already brought to market.

976
00:56:15,250 –> 00:56:20,208
I think when we’re burdened with choice a
lot, it becomes too much and the onus is

977
00:56:20,208 –> 00:56:21,625
too much on the consumer.

978
00:56:21,625 –> 00:56:26,458
Sometimes there needs to be that person
that steps in to really curate and

979
00:56:26,458 –> 00:56:32,916
recommend and allow people to follow a
journey and discover what they really love

980
00:56:32,916 –> 00:56:33,875
and what they don’t.

981
00:56:33,875 –> 00:56:34,208
And…

982
00:56:34,208 –> 00:56:36,583
And at the heart of HeartCut is exactly
that.

983
00:56:36,583 –> 00:56:39,083
So I’m really grateful for what you’re
doing.

984
00:56:39,083 –> 00:56:43,500
And I really think it’s going to
contribute to a movement in a continued

985
00:56:43,500 –> 00:56:46,125
movement in this category of a changing
consumer, certainly.

986
00:56:46,125 –> 00:56:48,083
movement in this category of a changing
consumer, certainly.

987
00:56:48,083 –> 00:56:53,791
So let’s make sure that we touch base
again in a few years or a few months even

988
00:56:53,791 –> 00:56:55,500
to see how you get on.

989
00:56:55,500 –> 00:56:59,375
Because I’d be really interested to see
how it unfolds.

990
00:56:59,416 –> 00:56:59,916
Thank you.

991
00:56:59,916 –> 00:57:00,750
Thank you so much.

992
00:57:00,750 –> 00:57:02,583
It’s been such a lovely chat.

993
00:57:02,875 –> 00:57:04,875
Oh, it’s always a pleasure.

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