As the premium whisky trend takes hold across the globe, consumers are willing to pay a premium value for the right brand. It’s up to brand owners to find new ways to connect with these excited whisky drinkers.

Josh Wortman, Whiskey Portfolio Director at Distill Ventures, North America, provides insight on the modern whiskey consumer and advises brands on what they can do to engage them. Wortman speaks specifically to the rise of the at-home experience and online retail and how brands can use these trends to their advantage.

“The pandemic in many ways accelerated some of the trends we’ve been seeing and ingrained certain other behaviors,” says Wortman. “Online retail, clubs, at-home experiences, the whole digital discovery. This was available before the pandemic, brands just weren’t doing as much as they could.”