What do we think of when we hear the word pivot? I’m sure for some of you, it’s the image of David Schwimmer’s Ross Geller screaming the word at Rachel and Chandler as he tries to carry his new sofa up the narrowest of stairs in Friends.
But what we actually mean — and in particular for this issue — is to change to something else. To pivot. Think of it as a fancier term for adaptability.
This issue marks my debut as editor of Whisky Magazine, an incredibly exciting moment as somebody that has been working closely on the magazine for the past few years. I started out as tastings co-ordinator — organising the blind tastings for our tasters in the latter pages — before becoming one of those tasters myself last year. After some time as interim editor of our sister publication American Whiskey, this new position represents somewhat of a pivot for me.
Pivoting is something that is happening all the time in the whisky industry. Inside these pages, you will discover a range of distilleries, both old and new, who are adapting to the ever-changing landscape as we enter 2025. It may be moving to whisky from different backgrounds, or finding new ways of producing or presenting it.
Our cover star for this issue is Steven Kersley, master distiller at BrewDog. That brand’s name will be familiar to most reading this, but primarily for beer — it is one of the best-known brewers in the UK.
But the giant has now pivoted into the spirits industry, quietly building its expertise in single malt Scotch distilling and is now on the cusp of revealing its creations to the whisky world. Why? Well, I won’t spoil the article, so brilliantly written by our contributor Peter, but it represents an example of a brand choosing to pivot into another space.
In Mexico, just 90 minutes from León, sits one of the country’s leading independent Tequila producers — Hacienda Corralejo. Famous for its traditional agave ovens and stills, the brand has now become a destination for whisky enthusiasts in the country. Jacopo explores the reasons why a brand so acclaimed and respected for producing its country’s leading spirit would pivot into the production of another.
Not every example of pivoting has been a choice because a distillery has wanted to, but rather because they have to. For some, pivoting can be the difference between survival or not. External factors, such as the ever-changing environment, can have a monumental impact on distilleries. With the whisky industry’s crucial reliance on the natural world and its resources to sustain the spirit’s future, it’s important that it stays ahead of the curve in any sustainable practises.
Inside these pages, Joseph Phelan has written expertly and extensively on the struggles distilleries around the world are facing. Those in the northernmost part of Europe, such as Norway, Iceland, and the Faroe Islands, are regularly faced with devastating climate demands that require them to be even more inventive and spontaneous than other places in the world. For these brands, if they didn’t have the ability to pivot, they may not be here today.
There is perhaps no greater example of pivoting in the whisky industry than the individuals venturing into it from different career paths. Copenhagen Distillery’s Lasse Öznek has a background in pharmaceutical science, while Nc’nean founder Annabel Thomas began her professional journey as a strategy consultant at a global management firm. Jennifer Nickerson of Tipperary Boutique Distillery was once an associate tax director. You will have the opportunity to learn more about each of their stories and what reasons and motivations led them to drastic career changes.
Nobody can ever accuse the whisky industry of resting on its laurels. Whether by choice or by forced hand, brands across the globe adapt to a changing world on a daily, weekly, and monthly basis. Pivoting can be something exciting, or it can be an unexpected necessity, but either way, it’s happening all the time.