A whisky PR agency helps distilleries and whisky brands build reputation through media relations, storytelling and strategic communications.

This can include securing coverage in trade and consumer publications, organising press trips to distilleries, developing brand messaging and supporting the launch of new whisky expressions.

Because whisky is a specialist category with a dedicated community of writers and enthusiasts, successful PR requires strong relationships within the industry as well as a deep understanding of how the category works.

New Make Communications is a specialist consultancy focused entirely on whisky.

While many PR agencies work across multiple sectors, our experience is rooted in the drinks industry. Founder James Bunting combines over a decade in drinks PR with WSET spirits qualifications and educator certification, bringing both communications expertise and category knowledge.

Clients also work directly with senior leadership rather than large agency teams, ensuring a strategic, informed approach to storytelling, media relationships and brand building within the whisky category.

Many distilleries begin PR activity when they are preparing to release their first whisky, but communications strategy can begin much earlier.

Some brands start building their story during the construction of the distillery or during the maturation period to introduce the people, place and philosophy behind the whisky.

Starting early allows a brand to build credibility and awareness before the first release reaches the market.

Yes. While social media plays an important role in brand communication, independent media coverage remains one of the most powerful ways to build credibility.

Journalists, writers and respected whisky voices help shape the reputation of brands within the category and introduce new releases to audiences that brands cannot easily reach themselves.

PR and social media are most effective when they work together.

Press trips allow journalists and influencers to experience a distillery first-hand.

These visits typically include time with the distillery team, tours of production areas, tastings and opportunities to explore the landscape and culture that shape the whisky.

A well-planned press trip can generate in-depth coverage and long-term relationships with media.

Whisky is a category built on heritage, place and long-term storytelling.

Distilleries often develop their narratives over decades, and credibility with enthusiasts and specialist media is particularly important.

As a result, whisky communications often focuses more heavily on storytelling, distillery visits and relationships with category experts.

Many distilleries we work with are approaching PR for the first time. A big part of our role is helping brands understand how communications works, from shaping the brand story and messaging to identifying the right media and opportunities.

We guide clients through the process step by step so that PR activity feels clear, focused and aligned with the distillery’s long-term goals.

PR is typically most effective when approached as an ongoing process rather than a one-off campaign.

That said, projects can range from short-term launches lasting a few months to longer partnerships supporting a distillery’s communications over several years. The right timeframe depends on the goals of the brand and the stage of the distillery.

PR can be a powerful way for distilleries to build reputation, tell their story and connect with both trade and consumer audiences.

However, it works best when the foundations are in place — including a clear brand story, defined positioning and something meaningful to communicate, such as a launch, milestone or new release.

Part of our approach is helping distilleries assess whether PR is the right next step and how it can support their wider brand strategy.