9 Stillhouse Podcast episodes at the moment are reside on all main streaming providers
Earlier within the Summer time, we introduced you information that Edrington UK had launched Stillhouse, a podcast devoted to exploring and celebrating darkish spirits. The preliminary run of 9 episodes are all now reside, so it appeared like the right time to talk to one of many crew behind the present to seek out out why Edrington UK launched Stillhouse, how they put the episodes collectively, and what comes subsequent for the podcast.
Fiona Alder has spent twenty years within the drinks business, working with beer, wine, and spirits each off and on-trade. Beforehand head of selling at Bibendum, Fiona is now head of portfolio and planning at Edrington UK, and drove the analysis, perception and creation of the Stillhouse Podcast. If BarLifeUK had been Selection and podcasts had been TV, we might in all probability describe Fiona Alder because the showrunner…
BLUK: Hiya Fiona! Inform us concerning the Stillhouse Podcast. Are you able to describe why you selected to launch a podcast devoted to darkish spirits, and your thought course of for choosing the themes it options?
FA: Completely. The Stillhouse Podcast is devoted to celebrating all issues darkish spirits. We needed to create an interesting discussion board for dialog to showcase the numerous and thrilling alternatives the class presents via new serves and events. The 9 episodes are based mostly on the 9 development drivers recognized in our Edrington UK Class imaginative and prescient, a framework grounded in perception from every consumption second that brings collectively the outcomes from bespoke ‘utilization and attitudes’ shopper survey, mixed with in depth analysis from the UK’s main darkish spirit specialists.
BLUK: I perceive a chunk of analysis carried out by Edrington UK on darkish spirits utilization and attitudes performed a task within the creation of the Stillhouse episodes. Are you able to give our readers some insights into the kind of questions this analysis explored?
FA: We needed to achieve as a lot perspective and context on the present standing of the class as doable. Our questions explored subjects of style, flavour, events and meals, seasonality, gifting, mixing, cocktails to finest perceive the methods to faucet into the expansion alternative. Darkish Spirits customers within the one commerce have broader repertoires and are 34% extra prone to trade-up.
BLUK: Edrington UK has some incredible darkish spirits manufacturers in its portfolio, and BarLifeUK are outdated associates with David Miles, your wonderful whisky ambassador. Do you assume any of those manufacturers, or the classes they belong to, are being underutilised by cocktail bars within the UK?
FA: Darkish spirits are quick turning into a well-liked possibility on UK cocktail lists because of their versatility and premium nature. In line with our analysis, the complete potential of darkish spirits remains to be untapped, nonetheless. Utilising artistic mixers that take advantage of pure and contemporary substances is a method to incentivise year-round ingesting and recruit new customers to the class.
BLUK: How did you and the crew resolve who ought to seem as a visitor on every episode?
FA: We needed to make sure that the unfold of visitors spanned each the on and off-trade sector. The crew and I had been selective to make sure that every visitor suited every episode matter, and we needed our visitors to be an authority of their discipline however carry a singular perspective to encourage dialog. This was vital due to the academic and provoking nature of the podcast. We had been delighted with our visitor’s real enthusiasm for the class which actually shines via every episode.
BLUK: Forgetting ‘actual life’ for a second, in case you may select a visitor from any level in historical past, actual or fictitious, who could be your ultimate fantast podcast visitor?
FA: Keanu Reeves – fan since level Break in early 90’s and big whisky fan – as seen by his partnership with Home of Suntory to mark the model’s centennial. Keanu options in a video tribute directed by Sofia Copola, a documentary quick and pictures.
BLUK: As soon as the preliminary run of episodes is reside, do you may have plans to start out a second season, maybe taking a look at different sectors?
FA: We’re delighted with how the primary collection has gone. At Edrington UK, we proceed to speculate closely in shopper and buyer analysis and with the ability to share this with everybody has been very rewarding. We nonetheless really feel that there’s a lot extra to share and insights to offer, so keep tuned!
You may take heed to The Stillhouse Podcast on Spotify right here.
