Edrington UK, the UK’s number one whisky and Cognac supplier, is launching a podcast series – The Stillhouse Podcast – hosted by UK spirits expert, Becky Paskin. Featuring guest appearances from key figures at the heart of the drinks and hospitality industries, listeners can expect engaging conversations centred around the value and opportunities of the dark spirits category.
Grounded in insight from Edrington UK’s ‘2025 Category Vision’, the podcast will not only shine a light on the category but also aim to inspire growth through conversations around consumers, serves and occasions.
The Stillhouse Podcast will initially feature nine episodes based on the growth drivers identified in Edrington UK’s Category Vision. Each episode provides a forum for education and conversation around growing this category through more people, more often. Whether through attracting new consumers, inspiring discovery and experimentation or extending repertoires, each episode will unearth how and why key occasions and moments act as a driver of opportunity for dark spirits. The podcast will also provide digestible advice and tips from those at the coalface, to inspire businesses across the on- and off-trade.
The first two episodes are available to listen to now on Spotify and iTunes and will welcome Jamie Campbell (Brugal UK Brand Ambassador) and Lauren Anderson–Smedley (Drinks Experience Trainer & Host from Waitrose & Partners), as well as Anna Sebastian (Hospitality Consultant) and David Miles (Senior Whisky Ambassador, Edrington UK). Becky will bring the experts together to discuss ‘On My Terms’, how to empower consumers to drink dark spirits however they like it, encouraging exploration and experimentation. Whereas the ‘Me Moment’ episode is all about how dark spirits can tap into consumer desires for smaller, more regular moments of indulgence.
Fiona Alder, Head of Portfolio & Planning at Edrington UK, says: “We’re excited to be launching The Stillhouse Podcast in partnership with Becky Paskin, who has a wealth of category knowledge and is passionate about making dark spirits accessible to all.
“At Edrington UK, we continue to invest heavily in understanding consumers, shoppers and customers. Our aim is to support businesses across the on- and off-trade to unlock the dark spirits category by showcasing the opportunities for incremental category value. As leaders in dark spirits, we want to be the ones to ignite and be at the centre of the category conversation; launching our Category Vision as a podcast series is the perfect format for this.”
Dark spirits expert & host of The Stillhouse Podcast, Becky Paskin says: “Over recent years, we have seen consumers rapidly adapt to discover varied and new ways to enjoy dark spirits in and out-of-home and it’s time to take a deep dive into what’s driving this and how we can drive this further value.
“I’m delighted that Edrington UK asked me to host The Stillhouse Podcast; a platform – or home, if you will – to shine a light on the category and create a welcoming space for real conversations with industry leaders.”
Insights shared in the podcast will be led by Edrington UK’s newly-developed Category Vision – a framework consisting of insights from each consumption moment. It brings together the results from a bespoke ‘usage and attitudes’ consumer survey, combined with extensive research and insights from the UK’s leading dark spirits experts.
The first two episodes of The Stillhouse Podcast are available to download from Spotify and iTunes.
Follow @thestillhousepodcast to keep up to date with The Stillhouse Podcast and its upcoming episodes.
