Edrington launches The Stillhouse Podcast

Macallan distributor Edrington UK has premiered The Stillhouse Podcast, a nine-episode series created to celebrate ‘all things dark spirits’.

The Stillhouse Podcast is hosted by award-winning whisky expert, TV personality, and Our Whisky founder, Becky Paskin.

Throughout the series, Paskin will chat with experts in the spirits industry to ‘debunk the myths’ around dark spirits and showcase the exciting opportunities the category represents.

“Over recent years, we have seen consumers rapidly adapt to discover varied and new ways to enjoy dark spirits in and out-of-home and it’s time to take a deep dive into what’s driving this and how we can drive this further value,” Paskin said.

“I’m delighted that Edrington UK asked me to host The Stillhouse Podcast – a platform, or home as you will, to shine a light on the category and create a welcoming space for real conversations with industry leaders.”

The Stillhouse Podcast will initially feature nine episodes based on the nine growth drivers identified in Edrington UK’s Category Vision, a framework grounded in insight from each consumption moment that brings together the results from a bespoke ‘usage and attitudes’ consumer survey, combined with extensive research and insights from the UK’s leading dark spirits experts.

Each episode provides a forum for education and conversation around growing the category through more people, more often, and for more.

Each episode will unearth how and why key occasions and moments act as a driver of opportunity for dark spirits.

The podcast will also provide digestible advice and tips from those at the heart of dark spirits production, to inspire businesses across the on- and off-trade.

Fiona Alder, head of portfolio and planning at Edrington UK, commented: “We’re excited to be launching The Stillhouse Podcast in partnership with Becky Paskin, who has a wealth of category knowledge and is passionate about making dark spirits accessible to all.

“At Edrington UK, we continue to invest heavily in understanding consumers, shoppers, and customers. Our aim is to support businesses across the on and off-trade to unlock the dark spirits category by showcasing the opportunities for incremental category value.

“As leaders in the dark spirit category, we wanted to be the ones to ignite and be at the centre of the dark spirit conversation; launching our Category Vision as a podcast series is the perfect format for this.”

The first two episodes of The Stillhouse Podcast are available to download from Spotify and iTunes from today (22 May).

The episodes welcome Jamie Campbell, Brugal UK brand ambassador, and Lauren Anderson-Smedley, drinks experience trainer and host from Waitrose & Partners, as well as hospitality consultant Anna Sebastian, and David Miles, senior whisky ambassador, Edrington UK. 

Paskin brings the experts together in episode one, On My Terms, to discuss how to empower consumers to drink dark spirits however they like it, encouraging exploration and experimentation.

Episode two, Me Moment, is about how dark spirits can tap into consumer desires for smaller, more regular moments of indulgence.