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Karen Walker

May 17, 2013 in Whisky Women

“I feel proud every day working in an industry that is borne from my home country. It’s an industry that is pure, honest and endearing.” – Karen Walker

 

Karen Walker is the Marketing Director of Scottish Brands for International Beverage, which owns brands like Balblair, Old Pulteney and anCnoc.

She has been involved in the whisky industry for 21 years and in this Whisky Women interview she speaks about her various roles, how things have changed over the past two decades and what whiskies really take her fancy.

 

Tell me about your career in the world of whisky:

I graduated with a degree in Business Studies and Marketing in 1992. As it was during the Gulf War and a UK recession I took the first job that came along, which was in the marketing department of an engineering company. Two years later they closed the Edinburgh office and I was out looking for a job. I was lucky – a role came up as Marketing Executive for Invergordon Distillers and I have never looked back!

I was at Invergordon Distillers for five and a half years and I not only gained invaluable experience in the marketing of Scotch whisky, but a wide variety of other spirit categories – Irish whiskey, Canadian whisky, bourbon, vodka, gin. Then a role came up at Morrison Bowmore Distillers (MBD) as Brands Manager and again, I jumped at it.

The years at MBD were invaluable. I travelled extensively around Europe as Bowmore punched way above its weight in that region at that time (15 years ago now!). Bowmore grew by 100% in the time I was there. Don’t be misled, I was not the only Brands Manager – there were two of us. However to be part of a team that cheered at milestones, celebrated at distributor wins, and joined together to work as a team made me realise there was nowhere else other than the Scotch whisky industry that I wanted to be.

I started with Inver House Distillers as Marketing Manager in 2003 with two Brand Managers and a Marketing Executive, managing the portfolio globally. Inver House Distillers was integrated into InterBev Group, part of the Thai Bev group, and on returning from maternity leave in Oct 2009, having had twins, I became Marketing Director of the Scottish Brands portfolio.

We are now a team of 10 and I am immensely proud of the marketing team and could not be here without them supporting me every day.

What makes you most interested in this spirit?

I feel proud every day working in an industry that is borne from my home country. It’s an industry that is pure, honest and endearing. And of course I love working with people every day that have a true passion for what they do, from the stillmen to the accountants.

What was one of the first whiskies you tried that you really loved?

The Lowlands. At the time I was young and female, obviously, so they were easier for me to enjoy on the palate and not too challenging. I have grown to love anCnoc 16 year old and Old Pulteney 12 year old. And Old Pulteney 21 year old, well, it is quite simply outstanding. But a Balblair for me during the festive period is gorgeous: add together a roaring fire with a happy family around me, an after dinner Balblair in hand, and the world is a great place.

What does your role entail on a day to day basis?

No day in any year is ever the same. We work on an annual calendar so projects come around year by year. This is what keeps every day alive, buzzing, challenging and rewarding.

What is your favourite aspect of what you do?

I love seeing concepts come to shelf, seeing the consumer enjoying something I know came from an idea in our Airdrie office.

I also enjoy developing partnerships worldwide with distributors’ networks where we build the brands in markets that we could not get to without them.

Then there is educating consumers about the nuances of Scotch and how complicated, how simple, yet how enjoyable it can be.

Whisky is increasingly of interest to a younger consumer. As a marketer, are you excited by this potential?

Yes, of course we are all excited about this. However education is still essential. The emerging markets of China, India, Mexico and Brazil are indeed exciting, however we have to ensure we maintain the integrity of Scotch and market our brands responsibly to any younger demographic.

What is your opinion on minimum pricing?

In the industry we have to market our brands responsibly, and in the Scotch whisky industry we do. I do not believe that minimum pricing/regulation is the best way to achieve the common goal of minimising alcohol abuse.

Do you think more women could or should work in the whisky business?

Absolutely. When I started 21 years ago I was a minority, trying hard to carve my way in a company with traditional management structures in place. This was the case in many industries, not just the Scotch whisky industry.

Things have changed now and today eight of the 10 strong team I manage are women, and they are all strong minded, capable, reliable and loyal and I enjoy every day I work with them. We work with men and women across all departments of the organisation and the industry. It is great to see women getting opportunities in senior management roles.

What is one of your most cherished memories involving whisky drinking?

There are many moments and happy memories to recall. Friendships I have made, and stories I have shared while enjoying a dram. Too many to tell in this interview!

 

 

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Scotch whisky’s boom: industry viewpoint

March 11, 2013 in Interviews

There can be little doubt that the Scotch whisky world is experiencing a boom at the moment. A recent study from the Scotch Whisky Association suggested it contributed £4.2 billion to the Scottish economy in 2012 and saw production levels reach their highest point ever.

And this trend looks set to continue. At a recent conference I attended, new research conducted by International Wine and Spirit Research (IWSR) for the Vinexpo Conference (a yearly wine and spirits event in Bordeaux) predicted global consumption levels are likely to rise 12% from 2012 to 2016. This rate is nearly more than any other main spirit category with Cognac the only other high-growth product (with expected rises of 12.22%). Baijiu (a white spirit made in China) is predicted to grow further but with that increase mostly limited to domestic markets, it is Scotch that will be taking centre stage globally.

So, what will this mean for the Scotch industry?

According to whisky writer Ian Buxton, this growth further points to a new ‘golden age’ for Scotch.

“Over the long term, whisky has a history of boom and bust. This feels different, however, as the potential growth is spread over many more markets and a new generation of consumers are transforming whisky’s image to something contemporary and fashionable,” he commented.

However, the figure of 12% growth wasn’t necessarily on the money, he said.

“If anything, the forecast seems conservative – but I would be sceptical about any five-year forecast taken to two decimal points.”

Glenfarclas Distillery

George Grant, Brand Ambassador and future heir to family-owned Glenfarclas whisky, agreed with Ian.

“We have seen it growing between 15% and 25% per year for the last five years already,” he said.

But what can all this major growth mean for a product that needs time to mature and make?

According to George: “Twelve per cent growth over the next five years is certainly going to scare some companies who are already running at full production and cannot squeeze anything else out,” he said.

Jura Whisky DistilleryA spokesperson for Whyte & Mackay agreed there will be challenges in keeping up with that demand.

“Whisky isn’t an instantaneous product, by its very nature it needs at least three years to mature in cask and whilst the craft and care that goes into whisky is one of its most redeeming selling features, it does mean that stock levels need to be very carefully managed. More demand will equal the need for more whisky and I expect that we will start to see more distillers running 24/7 production to keep up,” she said.

On the positive side, Diageo’s head of whisky outreach, Dr Nick Morgan, said this will mean more money is invested into the industry. Pointing to the £1 billion planned for increased capacity at their distilleries and the building of new sites, he said this shows the company’s confidence in the industry’s potential.

“If you’re investing in production the way we have been for the past five years, we’re talking about a belief in sustained growth for the next five, 10, 15 or 20 years,” he said.

But it won’t just be about keeping up with demand. Focusing on continuing to create a quality product will be paramount as well, suggested George.Talisker Distillery

“One negative thing has to be a quality issue: it is all well and good being able to produce more spirit, but there is only a finite amount of good casks out there to mature the whisky in, so something has to give. This is not an issue for Glenfarclas but I can foresee it being an issue for companies that were struggling to get wood last year – if they have to find an increased 12% then wood that would normally be scrapped will be getting reused,” he explained.

It could also mean a shift in what whiskies we see hitting our shelves, according to Whyte & Mackay.

“For the foreseeable future, I believe non age statement products will come into fruition. We have already seen many companies move towards this and I believe it can only be a good thing for the industry as it gives the master blender more freedom to create different flavours and finishes without being restricted by age,” she said.

Cara Laing, a spokesperson for Morrison Bowmore Distillers, agreed that there is generally a positive viewpoint towards the category.

“It’s great to see new consumers from both the UK and the emerging markets exploring the whisky category and enjoying the spirit. The potential negative is stock restrictions and in turn potential price increases,” she explained.

Casks at Balblair

And what of price? Will this continued increase in demand and squeeze on supply mean the average consumer will be unable to access the bottles being produced?

According to Ian, there are various factors that will help keep prices down.

“We shouldn’t forget that the overwhelming majority of Scotch whisky (more than 90%) is consumed as relatively young blends and competition will keep prices in check,” he said.

Going forward, Nick concluded the positive points far outweigh any negative points for either the consumer or the industry.

“This is hugely good news for Scotland and communities where all whisky producers make whisky – we’re all absolutely knitted into the fabric of Scotland and I think all local economies will benefit from this growth. It’s something I am very passionate about. This is not generally a good story, this is a good story.”

 

 

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Tea for two and two for whisky!

November 30, 2012 in Uncategorized

The whisky world puts on innumerable opportunities for people to get out there and taste great drams. But one I came across recently really caught my eye – a Ladies Afternoon Tea and Tasting.

Hosted by Auchentoshan, the event takes place at the distillery – just outside of Glasgow – on the 8 December. Leading the tasting will be the fantastic Rachel Barrie, Morrison Bowmore’s master blender.

I spoke with Anne Kinnes, the operations and development manager for Auchentoshan’s visitor centre, who told me the event is a part of a series of tastings to help boost visitor numbers to the distillery.

“We are trying to encourage all locals in and around Glasgow to come to the visitor centre and see and participate in our events. This is just one of a whole series of events this year,” she said.

However, she added that holding a women’s only event was inspired by a similar tasting held in June during the distillery’s festival. If it is popular enough this time, it may become a staple event on the centre’s calendar.

The day will include a set of whiskies to try, which will be matched with both savoury and sweet foods, helping to show the diversity of whisky. Women will also be invited to become one of the Auchentoshan Ladies.

So ladies – if you’re in the Glasgow area, why not check out what Auchentoshan has to offer, learn a thing or two from the masterful Rachel Barrie and try some lovely sounding food? If I lived nearby, I’d definitely be there!

For more information and to book tickets, call the visitor centre on: 01389 878 561.

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Miss Whisky speaks to Rachel Barrie

July 6, 2012 in Uncategorized

 

In the latest Whisky Women interview, I speak to industry legend Rachel Barrie,  the Master Blender at Morrison Bowmore. In the full interview – found here -  she talks about her longtime love of whisky, what makes her proud and what memory of whisky drinking burns strongly in her mind.

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Bowmore Small Batch Reserve: Small batch, big taste

May 29, 2012 in Uncategorized

Every once in a while, you find yourself needing something to take the edge off of things.

And so, it was on a particularly stressful day of late that I decided to open up my sample of the new Bowmore Small Batch Reserve whisky. According to Rachel Barrie – the master blender – one should “relax, take it easy and enter Islay time” with this dram. This sounded appealing. I was particularly desperate at that point to escape exhausting London time.

The new release combines first and second fill bourbon casks to create what the company calls ‘Bowmore’s lightest and most delicate expression to date’. It is meant to pair perfectly with vanilla ice cream, olive oil and sea salt, all of which compliment the various flavour profiles of the whisky.

As I didn’t have these things to hand, I took a bite of vanilla madeleines before a sip of the whisky – it’s not what I’d normally opt for, but my stress levels meant I was craving sugar.

A sip of whisky followed and then…

…and then…

…ahhh…

happiness.

Bliss.

I could actually create a shopping channel style advert out of my appreciation for that moment.

The characteristic Bowmore peatiness was there but in an oh so gentle way. There were hints of fudge, vanilla and oak that one would expect from an ex-bourbon cask, but it wasn’t overpowering. It just said, “Hello, you’re feeling stressed aren’t you? Well, why don’t I use my relaxing flavours to eek away your blues!”

For those that like a heavier, sherried Bowmore (like the Darkest) this might seem a bit too gentle. It’s not yelling at you but just presenting itself for enjoyment. The nose is welcoming with grassy, soft sugary notes that would appeal to a beginner, but I think the palate is complex enough with its creamy smoke, hints of lemongrass and saltiness to encourage a longer-term single malt sipper to still enjoy it.

It may be because I don’t like a whisky that’s too bitter or smoky but, for me, this was really, fantastically lovely. I fell for it.

It’s the kind of whisky that, if I had a whole bottle, I’d probably sit down with friends new to whisky and spend the night drinking it all. It was just what I needed to take the edge off!

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Whisky Lounge London: Here come the girls!

April 12, 2012 in Uncategorized

A couple of months ago I was approached by Eddie Ludlow of The Whisky Lounge, who wanted to know if I was keen to help out the team with its new London whisky festival. He and wife (and co-founder) Amanda, were wanting to get a set of events together that might appeal to more women – whether they like whisky already or are just whisky-curious.

Since that meeting, I’ve been busy getting a wonderful set of women together who will be doing Q&A panels at the show, discussing some of their favourite drams and experiences in the industry. I could not be more excited to be doing this. Some have been in the industry for years while others are new, but they all bring an incredible excitement to the world of whisky.

The sessions will each feature three women and be happening at 1:30pm and 6pm on Saturday, 21 April – so, if you’re coming to the Whisky Lounge’s London festival and are keen to hear from some leading whisky women, then definitely grab your tickets and come have a dram with us.

So, without further ado, the wonderful women who have agreed to join in the panels with me are:

 

Rachel Barrie, Master Blender, Morrison Bowmore:

 Rachel is a staple in the whisky industry, having worked as a master blender at Glenmorangie up until late last year where she created award-winning whiskies such as the Glenmorangie Signet and Ardbeg Corryvreckan. Previous to this, she worked at Macdonald & Muir and the Scottish Whisky Research Institute. She got into the world of whisky after following her love for it found, partly, during experiments in the lab at university. Always a proud woman in the whisky industry, Rachel will no doubt add a wealth of knowledge to the talks.

 

Cat Spencer, Head of Marketing, Master of Malt:

Cat is a great lover of whisky and a huge supporter of all women making their mark on the industry. She recently began her role at Master of Malt, having worked previously at the Albannach Bar in central London, where she helped to promote interesting happenings, such as the International Women’s Day event with Compass Box in aid of The Girl Effect in March. She is also founder of a new site called Whisky London, which will feature news about whisky tastings, events and more. Cat – a former New Yorker – is extremely serious about her whisky passions and will inspire even the most unsure whisky drinker to give a dram a go.

 

 

Dr Kirstie McCallum, Global Brands’ Ambassador, Burn Stewart:

Kirstie was Scotland’s youngest female whisky blender when she took over the role of head blender for Burn Stewart in 2007. She is now spreading the good word of the dram to whisky lovers across the globe. And it’s understandable why Kirstie, a Glaswegian, would love the idea of whisky: she gained her doctorate in chemistry before moving into the industry and, as many people know, whisky creation is like a really fun, giant chemistry experiment for adults!


Rachel MacNeill, Owner, Whisky for Girls Islay Tours:

If you’re thinking of going to Islay and you want to do something different, then Rachel is the woman to call on. Having lived in Islay her whole life, the distilleries are as much a part of her as the island. An architect by training, Rachel decided she also wanted to do something to promote the amazing whisky industry that she knows and loves, so began running interactive tours on the Islay which take in the natural landscape and whiskies. This year, she’ll be running Whisky for Girls, a new tour just for us ladies!


Helen Stewart, UK Brand Manager, Scotch Malt Whisky Society:

Helen has worked in the world of whisky for more than seven years – always at the SMWS, having moved into the company straight after graduating from Glasgow University. Like many people, she says she didn’t love whisky straight off and had many preconceived notions about the drink. However, getting to try incredible cask strength samples from SMWS soon changed that and she’s loved her drams ever since. Helen believes there is a whisky out there for everyone, and part of what she loves is finding that special dram for each individual.

 

 

Deirdra McBeth, Brand Assistant, Jameson:

Deirdra has been on the international team of Irish Distillers (the company that owns Jameson) for three years and has worked as a brand ambassador globally, from Florida to New Zealand. In September 2011, she joined the UK team as Jameson Brand Assistant, where she is helping role out the brand plan for Jameson here. While her degree is is communications, advertising and marketing, Deirdra has had extensive whisky training since joining the company and is passionate about extolling the drink’s virtues.

 

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