I got married! I know, a very excitable way to start the opening column of a magazine, but it has been an extremely exciting time. For something we had planned for over three years, it really was over in a flash. For every person that said to me “savour every moment, it will be over before you know it”, I wish I took this more seriously. It was over in the blink of an eye.
It’s quite fitting that I was putting together this issue of Whisky Magazine with the theme of collaborations and partnerships during this collaborative time of my life. And before anybody asks — don’t worry, I didn’t take my laptop on the mini-moon. The close proximity of these two things did allow me time to reflect on the similarities between the marriage of two people and the collaboration of two brands.
Firstly, it has to be a compatible fit. It’s not advisable to marry somebody you’re not compatible with (sorry to sound like an Agony Aunt). There’s also the matter of what one can do for the other. I’d like to think this is a popular opinion, but in a marriage, both people should be equal and support each other in a reciprocative way.
Whisky collaborations and brand partnerships feel more prevalent in the whisky industry than ever before. For whisky brands, the appeal of working with another popular brand or face is that it gives a broader appeal. One example is Chivas Regal. It is continuing its efforts to entice the younger generation of whisky drinker by appealing to sports culture, through its partnership with Ferrari driver Charles Leclerc, as well as their partnership with Arsenal Football Club (much to the disdain of not one but two members of the Whisky Magazine team who are Spurs fans).
It can also work the other way, too. The whisky scene is viewed as one of luxury, and for non-whisky brands outside of this great industry, it is a good way to gain a prestige, bougie association and broaden their appeal to the whisky aficionado in whatever ways that proves beneficial.
Collaborations in the whisky industry are not just exclusive to commercial opportunities or broadening brand appeal either. In some instances — Orkney as one example — distilleries are working together through the logistical challenges of running whisky production in places difficult to travel to on a daily basis. Their shared knowledge and collective efforts to import from the mainland United Kingdom are an integral part of their survival. Without this collaboration, it’s not just a matter of a few lost pennies, but potentially the loss of work and livelihoods.
Another such example is the rise of cask exchanging, as researched by our contributor Marie-Ève Venne. This is of particular value for smaller distilleries. Dornoch Distillery co-founder Simon Thompson is quoted in the piece as saying: “If someone has a sherry cask that’s matured something interesting and is willing to share it, that’s an opportunity. It’s about relationships and trust.”
Those words — relationships and trust — are the key to everything in a collaboration and partnership. And to bring it full circle — marriage, too!
You’ll notice as you read through these pages that we also have a section dedicated to Irish whiskey. As followers of whisky industry news will be more than aware, the Irish whiskey scene has not been without its challenges as of late, not least of all because of the closures of once-popular distilleries, and production pauses of other. But what is encouraging is the overwhelming sense of togetherness and resilience from these brands.
It’s worth reflecting on the kinds of collaborations and partnerships in your own life on a regular basis. Whether it’s a personal partnership — friendships, spouse, life partner — or a professional partnership — be it a commercial partner, creative collaboration, or a sharing of resources — these are key to our lives. Without working with each other in tandem, none of us would get anything done. And it’s this outstanding comradery that sets the whisky industry apart.
