Business partnerships can be a real boon for distilleries, or for any producer, in fact. They can lead to unique, highly sought-after, premium-priced limited editions, or they can help whisky producers efficiently tap into brand-new audiences. Especially in today’s fiercely competitive landscape, leading whisky makers are increasingly capitalising on this opportunity, partnering with anyone and anything from celebrities to luxury car manufacturers, and from fashion brands to designers.
Amid these high-profile partnerships, smaller independent distilleries are taking a different approach, embracing collaborations that not only benefit their businesses but foster tighter relationships within the industry and create spaces for mutual support, too.
In North America, intra-state collaborations are playing a vital role in propelling emerging whiskey-producing states forward. In Ohio, a number of collaborative whiskeys allowed the local Distillers Guild to raise funding for promotional activities, in turn helping the state’s whiskey industry gain momentum. “We came together
