SB meets… Sam Simmons, Atom Brands
As the festive season approaches, we spoke with Sam Simmons, head of whisky at Atom Group – the owner of spirits producer and bottler Atom Brands, online retailer Master of Malt, and distributor Maverick Drinks.
How has 2025 been for Atom Group and its subsidiaries?
Since Covid-19, truly measuring what success looks like has been a moving bar. However, 2025 has turned out to be a fantastic year for us. We have noticed a growing demand for many of our key brands, including Bathtub Gin, Rumbullion, &Whisky, and Wormtub. For our core lines under That Boutique-y Whisky Company, we have had to adjust age statements in some cases or shift to an annual allocation system in others. While this can be frustrating at times, it is, in a sense, a good problem to have; we are thrilled demand outstripped supply over the past year.
What trends have contributed to growth?
There has been extensive discussion about the evolving landscape of the drinks industry, as more consumers prioritise quality over quantity and focus on experiences. This shift, combined with the ongoing influence of social media trends, aligns with our seasonal and culture-driven approach.
This year, our exploration of unique and unusual products has been very successful. For instance, our Burns Night whisky, Haggis&Neeps&Tatties&Burns, our ‘April Fool’s joke’ product, Dalry Milk, which became quite a sensation, and the recent launch of Project 173’s Dubai Chocolate rum have all been well received. Additionally, we celebrated Master of Malt’s 40th anniversary this year, which included the relaunch of our indie bottle range. Instead of chasing new trends for growth, we are focusing on established seasonal behaviours and responding to popular cultural influences. Regardless of how quirky our offerings may be, they must meet the highest quality standards.
How has the company invested in consumer and trade engagement?
We work closely with our wholesale partner, Master of Malt Trade, which has supported our growth by increasing the number of representatives in the field. We have participated in key events like the Northern Bar Show and BCB London, and have made significant efforts to create customer value through training, events, menu development, and back bar curation.
Specifically for Atom Brands, we are returning to basics and focusing on aligning our products with customer needs. We offer a variety of established brands and fully customised products across all spirits categories, complemented by an omnichannel presence.
What innovations do you have in the pipeline?
Around 2020, we established Atom Labs to create a space within our creative team for quickly developing new products. Our process involves testing these products on Master of Malt, iterating and repeating the process, halting if an idea is unsuccessful, or scaling up if we find a winner.
Recently, we launched a couple of Dubai Chocolate products, and are excited about two ‘black whiskies’ that I have wanted to try for a long time: Irish Harp of Darkness and Scottish Black Cannon. We have many more projects in the pipeline, including age-statement whisky coffee liqueurs, collaborations with Minerva, Glassmates, and Thompson Bros, and an exciting Bathtub Gin collab with Tart London, the duo behind Belgravia restaurant Wild by Tart. Additionally, we have two Black Friday whiskies that I am very excited about.
What can people expect in 2026?
Small innovators like us must capture the attention of flavour explorers through unmatched creativity, quality and compelling value. It’s essential to remember that there are people behind every product, so choose wisely. Our approach is to collaborate with local businesses, work with eco-friendly suppliers, elevate AI-free design – ultimately backing like-minded individuals.
If you love having that cosy wine bar on your high street, make sure to eat there. Similarly, if you like what we’re doing, buy Boutique-y, shop at Master of Malt.
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