Why Investing in PR During a Downturn Can Be the Smartest Move a Whisky Brand Makes

A client once said to me that PR is always an “L on the P&L.”

It was said partly in jest — with at least some of their tongue in their cheek — but it also carried more than a dram of truth. Especially from the perspective of CFOs.

When markets tighten, communications budgets are often among the first things to come under scrutiny. PR activity can feel like an optional extra rather than an essential investment.

Yet downturns are often when thoughtful communication matters most.

Drinkers become more deliberate

The whisky market tends to follow broader economic cycles. When consumer confidence dips, behaviour shifts.

People don’t necessarily stop drinking whisky altogether. But they often become more deliberate about how they spend their money.

They might drink less frequently. They might skip the house pour. Instead of two casual drams in an evening, they might savour one.

That doesn’t mean they stop buying good whisky. It means they think more carefully about which whisky deserves their money.

And that’s where storytelling matters.

Stories justify the extra dram

Maintaining visibility during a downturn isn’t simply about being present. It’s about telling stories that feel credible, enriching and worth paying attention to.

A compelling story can make someone stretch the extra £5 or £10 to buy a bottle from a particular distillery rather than settling for a cheaper alternative. It can encourage someone to take a chance on a new expression they might otherwise overlook.

Stories tap into something fundamentally human. And whisky, perhaps more than any other spirit, is deeply rooted in human stories — people, places and the passage of time.

Relationships matter more than ever

Another important element of PR during quieter markets is maintaining relationships.

If you have genuine relationships with journalists or media houses, you support those relationships even when you have less immediate news to share.

It’s easy to be present when you have a major launch or announcement. But real relationships are built through consistent engagement over time.

In other words: don’t be a fairweather friend.

Resist the temptation to rush releases

One of the biggest risks during downturns is panic.

When sales slow, there can be pressure to release new products quickly in order to generate cash flow or maintain momentum. But rushing a launch rarely leads to the strongest results.

Good communications require the same discipline as good distilling: patience, precision and timing.

The philosophy of good PR doesn’t change simply because the headwinds are stronger. If anything, it becomes even more important to hold your nerve and be precise about when and how you launch.

Be intentional with communications budgets

A downturn also encourages brands to think more carefully about how they allocate their communications budgets.

Many distilleries default to the idea that maintaining a permanent press office presence will keep them front of mind. In practice, this often leads to small amounts of activity spread thinly across the year.

A more strategic approach can sometimes be more effective.

Two well-planned bursts of activity around meaningful moments may deliver far more impact than trying to maintain a constant low-level presence.

In other words, it’s not just about how much you spend — but how intentionally you spend it.

A long-term perspective

Whisky is an industry built on patience. Distilleries lay down spirit today knowing it may not reach drinkers for many years, maybe even until long after we’re all pushing up the barley.

Communications should be approached with the same mindset.

Downturns come and go. But reputation, relationships and brand narratives develop slowly over time.

The distilleries that continue investing in thoughtful communication during quieter periods are often the ones best positioned when momentum returns.