That Boutique-y Whisky Company (TBWC) is anything but your typical independent whisky bottler. As an extension of Atom Brands (the creators behind Master of Malt), TBWC is redefining the whisky landscape with its bold, irreverent approach to both whisky production and branding. Established in 2012, TBWC curates some of the finest and rarest whiskies from over 145 distilleries worldwide, including bottlings from long-closed distilleries. With their focus on delivering exceptional liquid, not just quantity, TBWC has become a key player in the whisky world, offering high-quality, small-batch releases that appeal to collectors and enthusiasts alike.
Uniqueness and Vision
TBWC prides itself on challenging the norms of the whisky industry. What began as a working title stuck and became a symbol of their freewheeling, authentic approach to whisky. As Nick Ravenhall, Atom Brands’ global head of sales, puts it, the name reflects the brand’s ethos: staying true to themselves and not taking things too seriously while maintaining an unwavering focus on whisky quality.
TBWC doesn’t limit itself to Scotch whisky. While Scotch lovers are drawn to their exceptional products, TBWC also highlights whiskies from emerging regions, such as Swedish distillery Mackmyra. This adventurous spirit extends to their world whisky blends, where the team breaks the traditional rules of blending, aiming to surprise and delight whisky fans with new and exciting flavor combinations.
Breaking Barriers in the Whisky World
What sets TBWC apart is its unconventional approach to whisky blending and sourcing. Rather than adhering to the predictable regional expectations, they source unique whiskies from around the world, merging them into blends that transcend traditional definitions. TBWC’s world whisky blend is a testament to this, a product designed not just to meet expectations but to redefine them. By pushing boundaries, they aim to provoke thought and inspire conversation, leaving whisky drinkers saying, "What just happened?"
Their range includes everything from single malts and grains to blended whiskies, many of which are sourced from now-closed or lesser-known distilleries. This blend of heritage and innovation allows TBWC to consistently offer whisky that surprises, delights, and resonates with both collectors and those new to the world of whisky.
Quirky Labels, Serious Whisky
TBWC’s unique visual identity is another hallmark of the brand. Their bottles feature whimsical, illustrated labels that are filled with in-jokes and references that whisky geeks adore. The labels, illustrated by artist Emily Chappell, often reflect the stories behind the whiskies or the adventures of the TBWC team as they source them. From swan men running through fields to references from cult films like *Trainspotting*, these labels stand out on shelves and in collections, bringing a sense of fun and individuality to each bottle.
While some initial reactions to these labels were skeptical, the brand’s unapologetic embrace of its playful, offbeat personality has won over collectors and enthusiasts. Each bottle tells its own story, not just through its whisky but also through its art, creating a connection that transcends the liquid itself.
A Collector’s Dream
TBWC’s rarity and quality make it a hit with whisky collectors. With access to some of the last remaining casks of Karuizawa and older Macallan sherry butts, the brand offers a chance to own pieces of whisky history. However, unlike other luxury whisky brands, TBWC resists the temptation to create unattainable, elitist products. Their philosophy is all about making great whisky accessible to those who appreciate it. Instead of dressing their whiskies in fancy packaging and charging thousands of dollars, they focus on delivering excellent products at fair prices.
Knowledge and Community
TBWC isn’t just about selling whisky—they're dedicated to sharing whisky knowledge and fostering a community of enthusiasts. Their approach to trade education is relaxed and engaging, designed to nurture rather than lecture. Portfolio ambassadors offer insight into the blending process and the role of flavor, helping bartenders and trade professionals deepen their understanding of whisky.
The brand’s “community cask” initiative takes this idea even further. When TBWC visits a city, they invite local whisky enthusiasts and bartenders to blend a cask together. This collaborative approach reflects their commitment to creating a shared whisky experience, encouraging people to engage with the product in a meaningful way.
A Brand for the Future
TBWC’s approach to whisky bottling is as much about building a culture around whisky as it is about crafting exceptional liquid. They balance serious whisky craftsmanship with a lighthearted, inclusive philosophy that resonates with collectors and casual drinkers alike. Their combination of rare bottlings, irreverent branding, and a focus on community positions TBWC as a brand that will continue to disrupt the whisky industry for years to come.
Whether you’re a serious collector of rare casks or just someone looking to try a new and exciting whisky, TBWC offers an experience that’s as fun as it is flavorful. By pushing boundaries and creating new rules, they’re changing the way people think about whisky, one quirky bottle at a time.
