About

Beyond the spirit itself is where one is able to find expression, meaning and greater understanding about the world and our place in it. Notes of lavender transport me to my nan’s garden when I was no more than five years old - it’s sunny and perfectly warm, there are no clouds in the sky and we’re having a family BBQ. Taken back to such a core memory gives me an understanding of myself.  This is something I was not expecting when I purchased my first bottle of Fielden English Rye Whisky. 

I was motivated by their use of regenerative farming practices, not using pesticides and sustainable values generally. Sincerely, I hoped the whisky tasted good but this was a value-led purchase. The whisky is stunning, chocolate croissants and rye spice though the experience beyond the palate is where this shines! It tastes and feels like the English countryside. I am reminded of sowing broad beans and the smell of the hedgerow after it had been raining all night, that sense of the fresh open countryside air in the morning - and the cup of tea that will do more than warm me up. 

Experiences like this illustrate the connection between head & heart. Tasting notes, cask maturation, non-chill filtration and so on are only one part of the story. How the dram makes you feel, what emotion it sparks and what memory it evokes is another part and being able to seamlessly blend the two together into an engaging story is what I enjoy doing. This is how I experience whisky and I enjoy sharing this with people. Whisky is best shared. I believe that drinks have the potential to facilitate community, to support craft, heritage and sustainable farming, and to enhance experiences that we share with one another. I want people to connect in the real world, and I think drinks can be a catalyst for that. My interest in sustainability extends far beyond drinks - having immersed myself in organic gardening at a local cooperative I’ve learned the depth of flavour that can be achieved when produce is grown and prepared with care, shared with community, and with a deep consideration for the legacy we leave and the impact we have.

I feel for the last few years the whisky industry has become increasingly homogenous, with a dizzying array of generic heavily sherried or peated whiskies, and increasingly underwhelming and overpriced ‘limited edition’ annual releases. Bottles are seen as commodities, rather than as opportunities to connect with friends, moments to be present and alive, and gateways to new experiences. Some of the most sought after bottles are the ones least likely to be opened and enjoyed. English whisky is at a relatively early stage - it’s so exciting to be at that beginning, to see what new experiences and flavours are possible with innovative approaches and a deeper connection to place. When so many whiskies are aged in generic warehouses or made with imported grain, the care, compassion and unique qualities of a locally sourced product are even more powerful. 

The market is shifting, consumers are changing how they choose and consume drinks, and exciting new products are emerging that meet these new expectations, and need to be championed. This is why I recently worked at the Croydon Whisky Festival 2025, helping run the event because it showcases craft distillers and independent bottlers. The day was so much fun. Actively participating in the successful running of a niche festival showed me that I have found my tribe in this creative, forward-thinking corner of the whisky world. Drinking trends are evolving as people become increasingly health conscious and more discerning. There’s a rise in low and no alcohol drinks, RTDs and prebiotic sodas. These signals of change present an exciting opportunity which I see enhancing rather than detracting from the drinking experience. Consumers want an experience that extends beyond the product, so the offering the industry provides will need to shift to meet these changing attitudes and expectations and align with broader social and economic trends. I want to be part of that change. 

I can see signals of change everywhere and want to share this message, remove barriers and reconnect the craft and sense of place of premium spirits with the needs of an evolving market. I’m adept at selling premium spirits. In part, because I know that the heart understands the head acts. The goal is always to bring together the right balance of storytelling and information to give the consumer what they need. I know about whisky because I did not know about whisky. I like to not know things because I enjoy the process of learning in and of itself. I have recently passed my WSET Level 2 Spirits exam with Distinction and am now working towards WSET Level 3. Currently, using ChatGPT Projects to design and project manage our agroforest garden I am establishing at home, and I’m on a mission to make the perfect whisky & soda and margarita pizza because I find their apparent simplicity conceptually fascinating.