Whisky Magazine Editor, Christopher Coates, has been named Director of the newly formed partnered content division of Paragraph, the Paragraph Partnership, effective from 5 September 2022. Bethany Whymark, presently Editor of thedrinksreport.com and Gin Magazine, will take over the mantle as Editor of Whisky Magazine.

Christopher will continue with Whisky Magazine as Editor-At-Large, writing a regular column in each issue and reviewing whiskies as one of the title’s two regular blind tasters. He will also remain as the Chair of the World Whiskies Awards and Icons of Whisky competitions.

The Paragraph Partnership will develop branded content for distillers, suppliers, retailers and the on and off trade throughout the world, harnessing the Paragraph brands and all media channels available, including print, social, digital and in-person experiences. Clients will work with the Paragraph Partnership team to create specialist drinks content and influencer campaigns to target and engage their desired audience via any channel, accessing through the Partnership the world’s leading authorities on drinks media and marketing.

Damian Riley-Smith, Paragraph’s Managing Director, said: “As the media landscape has evolved, and Paragraph brands have developed, it has become clear that some clients require more complex media and marketing solutions. This may include Paragraph brands but also requires our extensive drinks media knowledge to produce dedicated publications, digital solutions, video production or social media execution. It is the ideal time to appoint Christopher to lead this new division, with Whisky Magazine being developed to its next stage by experienced editor Bethany Whymark.”