Brian Kinsman chats prestige, affordability and fast cars
Does Scotch need to better balance its focus on prestige and affordable whiskies? And what are the synergies between Aston Martin Formula One and Glenfiddich? We discuss this and more on The Spirits Business Podcast with malt master Brian Kinsman.
With almost 30 years in the whisky industry under his belt, Kinsman is renowned for leading the development of some of William Grant & Sons’ most beloved whisky brands, including Glenfiddich, The Balvenie, Monkey Shoulder and, more recently, The Famous Grouse.
There were highs and lows across the industry in 2025, and as Kinsman reflected on the year while speaking to Melita Kiely, editor-in-chief of The Spirits Business, he noted: “There’s challenges for our industry; there’s challenges around a lot of different parts of the world. But, fundamentally from a William Grant perspective, and for me personally, it’ been a good year – lots of innovation, lots of interesting things to try, also new things, and still feeling very busy.”
A highlight of the year for Kinsman was the development of the Glenfiddich and Aston Martin Formula One partnership. “That’s been a different level to anything we’ve done in the past,” he says.
In 2025, the collaboration activated in new markets, following its establishment in 2024.
Kinsman’s key role in the partnership has been predominantly on the liquid. Having been able to also spend some time with Aston Martin Formula One and at Silverstone, Kinsman says his preconceptions about the sport and the brand changed.
“I had a preconception that Formula One cars were going to be built by robot in a very high-tech [facility], lots of lasers, it’s all going to be like James Bond-style stuff,” he explains.
“And the reality is, it is a little bit like that, there’s lots of technology, but they’re also hand built. They’re built by people. And when you visit the factory, there’s a lot of people and a lot of people making that operation operate. The hands-on, handcrafted aspect is something so incredibly amazing from an engineering perspective; it’s quite breathtaking.
“It definitely took me by surprise. That became the cornerstone of making sense as a partnership. It’s two great British brands, and fundamentally, how they go about their business and how we go about our business is remarkably similar, which might sound strange, but it’s the reliance on decades of knowledge, experts, craftspeople using their hands to physically make a thing.”
In addition to going into detail about the collaboration, Kinsman also discusses the rise of ultra-luxury, prestige Scotch whisky, and answers questions about whether the category risks alienating core consumers if more focus is not also given to more affordable, premium products.
Kinsman notes: “I always take a very simple view of I make whisky for drinking. So I want people to drink the products. There are some people who will buy a super-premium, extremely expensive rare bottle and drink it. And I absolutely love that. I love the fact that we’ve taken time to craft it, create it, bottle it, make it look beautiful – and it doesn’t just sit on a shelf.
“It becomes the centrepiece of a conversation and a celebration, but I also accept that for the vast majority of people, they can’t do that. So therefore, creating whiskies that can also have brilliant stories, great authenticity, all the integrity you’d expect of a Scotch whisky but at a price point where they, whoever they are, can afford it, then absolutely, it does the same thing.
“[It’s about] trying to make sure that we can address everybody’s accessibility to our whisky. I want people to enjoy it. It’s such a brilliant product that creates connections and conversations just because of what it is, and the more we can do that, the better.”
To listen to the full episode with Kinsman, head to your usual podcast streaming platform. The Spirits Business Podcast is available on all major streaming platforms, including Apple Podcasts, Spotify and Amazon Music.
Alternatively, use the Acast link below to listen for free.
Last week, Maya Pistola founder Rakshay Dhariwal featured on The Spirits Business Podcast to discuss all things Indian agave spirits. Other recent guests have included Olivier Ward, founder of Everglow Spirits, who discussed the findings of the inaugural UK Distilling Census, and Pedro Mendonça, Bacardi, global senior vice-president for Bacardí and rums.
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