A Look at the Contemporary Whiskey Shelf

Feb 20, 2025 | , | Park Street University |

Leading industry experts convened at Bar Convent Berlin to explore transformative trends in the whiskey category and offer strategic insights on today’s evolving consumer landscape. Sessions covered the changing demographics of modern whiskey enthusiasts, fresh approaches to competing in the Irish whiskey market, and essential strategies for brand development.

 

Who is the New Whisky Consumer?

Fabrizio Leoni, Co-Founder & COO of The Heart Cut, touched on the characteristics of the modern whisky consumer. Leoni also discussed how he believes world whisky brands can reach these new consumers.

 

How to Reach New Irish Whiskey Consumers

Robert Caldwell, Global Brand Ambassador of Teeling Whiskey, gave his perspective on how to reach Irish Whiskey consumers. Caldwell talks about the current landscape for Irish whiskey and Teeling’s strategy to gain share in a category dominated by Jameson.

 

Tips for Building a Successful Whiskey Brand

 

Steph Barlow, Export Manager, Hotaling & Co., discussed her tips for building a successful whiskey brand. Barlow emphasized the importance of knowing your audience and your brand and choosing the right partner.

 

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