Georgie Bell creates whisky bottling company

Ex-Bacardi executive Georgie Bell has co-founded The Heart Cut, which aims to provide a ‘fresh take’ on the independent bottling scene.

Bell, who has also held roles at Diageo and the Scotch Malt Whisky Society (SMWS), has co-founded The Heart Cut with her husband, Fabrizio Leoni.

The independent bottling company seeks to collaborate with whisky distilleries from across the world on limited single cask releases.

Released periodically throughout the year, each cask has been chosen with a partner distillery, with the aim of telling the story behind the people, provenance and the ‘distinctive flavours’ found in production.

The Heart Cut focuses on providing accessible bottle designs with the intention of moving away from traditional whisky branding. Bottles feature ‘easy-to-digest’ cask information and tasting notes for both beginners and experts.

The Heart Cut currently offers six whiskies, which come from Denmark’s Stauning Distillery, East London Liquor Co (ELLC), Finland’s Kyrö Distillery, Milk & Honey in Tel Aviv, American distiller Few Spirits, and England’s Cotswolds Distillery.

The selection includes a 52% ABV whisky from Stauning finished in a Madeira cask, a rye whisky from ELLC, a 100% malt rye whisky from Kyrö, a single malt from Milk & Honey matured in a pomegranate wine cask, a Few Spirits rye whiskey finished for three years in a Sauternes cask, and a single malt from Cotswolds Distillery.

Prices for the limited edition whiskies start from £57 (US$71) and can be purchased from The Heart Cut website, The Whisky Exchange and bars across the UK.

Georgie Bell holds the CEO position at The Heart Cut, while Leoni runs the operational side of the business as chief operating officer.

Bell previously served as head of advocacy for Bacardi’s incubation brands, and looked after the global brand advocacy strategy for whisky. She joined the company in 2016 as global malts ambassador.

Prior to joining Bacardi, Bell was the luxury malts ambassador for Diageo-owned Mortlach whisky and was previously an ambassador and international brand manager at the SMWS.

Bell is also a Keeper of the Quaich, a Liveryman of the Worshipful Company of Distillers and holds a degree in distillation.

She was also a co-founder of OurWhisky, which aims to highlight the diversity of whisky drinkers.

Leoni started his career in London cocktail bars before moving to marketing at drinks agency Sweet & Chilli. He has also worked at iD, and Seed, as its senior project manager.

WSET appointment

Bell has also recently joined the board of trustees at the Wine & Spirit Education Trust (WSET), replacing Kirsten Grant Meikle in the role.

“I’ve always valued drinks education,” said Bell. “It’s had a significant role in shaping my career, and my WSET qualifications, particularly my Level 3 Award in Spirits, have been instrumental in this. Joining WSET’s board of trustees is a wonderful opportunity for me to give back and support others, as I’ve been supported.”

Other members of the board include: Simon McMurtrie, Lulie Halstead, Dan Jago, Sukhinder Singh, Miles Beale, Jo Thornton and Jo Locke.