Delve into the world of premium spirits, wine, RTDs and no-lo drinks and get an exclusive glimpse behind the scenes of the industry.
Through candid conversations and insider anecdotes, our guests reveal the secrets behind their most iconic bottles, discussing everything from the inspiration behind the design to the technical intricacies of production. Whether it's the sleek lines of a luxury vodka or the timeless heritage of a single malt whiskey, each bottle has a story to tell, and "Signet Unpackaged" is where those stories come to life.
S01E11: Has American Whiskey fallen into the pitfall of genericism? - Colin Spoelman of Kings County Distillery
"In this business, you are out to make either perfect whiskey or a quick buck, and those end goals generally lead to wildly different places"
Colin Spoelman is a former rooftop moonshiner from Kentucky who founded Kings County Distillery with David Haskell in 2010. He is co-author of 'The Guide to Urban Moonshining,' 'Dead Distillers' and the most recent 'The Bourbon Drinkers' Companion.'
Colin argues American whiskey has deviated from its traditional production as more brands have entered the space. And as a result, marketing has become deceptive and the market has homogenised.
In this episode, Colin gives a frank perspective on the world of American whiskey and shares his thinking behind creating the distinctive brand and packaging of their premium craft whiskey brand at Kings County, based in New York.
19 Aug 2024
S01E010: Bottling island culture and community into a global brand – Alasdair Day from Isle of Raasay Distillery
As the first legal distillery on the island, the story
behind the Isle of Raasay Distillery is a fascinating one. In an industry where
the role of authentic provenance in brand marketing is increasingly discussed,
it feels right to spotlight Raasay as a brand that is getting it right.
Co-founder and Master Distiller, Alasdair Day, gives us an
inside look into the distillery’s ambitious growth plans, their aim of
amplifying brand appreciation through experience and how their award-winning pack
design derives from a deep connection to their craft and the island’s natural
beauty.
__
00:00 Introduction & background
06:16 Revitalising the island: community impact and economic
growth
10:32 Building a vision on the Isle of Raasay
15:39 Product expansion and major milestones
23:40 Crafting a brand identity
30:13 Building customer loyalty
38:56 Future growth plans
46:07 Final thoughts
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Learn more about the Isle of Raasay Distillery
Visit the website: https://raasaydistillery.com/
Get to know Signet
For those of you who don't know us yet, we deliver 'perfect
fit' bespoke embellishments and labels, exclusively for ambitious brands in the
spirits and wine industry.
Follow us on:
Instagram (https://www.instagram.com/signet_branding/)
LinkedIn (https://www.linkedin.com/company/signet-branding)
YouTube (https://www.youtube.com/channel/UCwoYx5_F56fNKmd2kuhmt5w)
18 Jul 2024
S01E09: How the pandemic, passion, and entrepreneurship sparked a revolution for US drink markets – Rick Hewitt from Unicorn Distillery
In 2018, after returning from a vacation, husband and wife, Rick and Alaina, founded Unicorn Distillery with an aim to disrupt the market and inspire the ‘what if?’.
Infusing the spirits industry with its all-natural colour-changing spirits, Unicorn Distillery has led the way in standardisation and efficiency within the colour-changing category. After successfully petitioning for the FDA to approve the use of butterfly tea flower, a core ingredient, the distillery’s doors opened in March 2022.
Unicorn Distillery aims to become a global sensation and is already making waves in the travel retail space aboard Princess Cruises. The brand focuses on delivering customer delight and bringing a unique twist to spirits, which were previously limited to the gin market. Rick discusses the brand's appeal to both consumers and bartenders, emphasising the importance of social media and educating audiences.
__
00:00 Introduction and background
04:30 Starting Unicorn Distillery
12:30 Discovering the Tea Flower
21:37 Selling within the travel retail space
25:21 Packaging and bottle design
30:21 Global expansion and plans
__
Want to learn more about Unicorn Distillery
Visit the website (https://unicorndistillery.com/)
Get to know Signet
For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry.
Follow us on:
Instagram (https://www.instagram.com/signet_branding/)
LinkedIn (https://www.linkedin.com/company/signet-branding)
YouTube (https://www.youtube.com/channel/UCwoYx5_F56fNKmd2kuhmt5w)
20 Jun 2024
S01E08: Breaking barriers in an ever-evolving whiskey industry – Georgie Bell from The Heart Cut
Having launched this year, The Heart Cut has taken the industry at pace, recognised at this year's Icons of Whisky Awards as the independent bottler to watch.
Drawing on her years of experience in the industry as a passionate whisky drinker, educator and brand ambassador for drinks powerhouses like Bacardi and Diageo, she has quite literally bottled her insights and knowledge into a brand that puts the spotlight on new-world whisky distilleries
from across the globe.
In this episode, she talks about her take on breaking down unnecessary barriers to enable emerging interest and accessibility to the spirit, the importance of packaging and design to magnify the sensory appeal of the whisky and how important advocacy and education can be for a brand's
success.
00:00 Introduction and Background
02:04 Entering the Whisky World
10:09 The Role of Bartenders and Advocacy in Whisky
27:02 Gender Barriers in Whisky Marketing
30:56 Introduction to Heart Cut and Independent Bottling
33:41 New World Whisky and Partnerships
39:22 Heart Cut's Name and Aesthetic
44:34 Packaging Design and Future Plans
Want to learn more about The Heart Cut?
Visit their website (https://theheartcut.com/)
Check out Georgie’s LinkedIn (https://www.linkedin.com/in/belleswhisky/)
Get to know Signet
For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry.
Follow us on:
Instagram (https://www.instagram.com/signet_branding/)
LinkedIn (https://www.linkedin.com/company/signet-branding)
YouTube (https://www.youtube.com/channel/UCwoYx5_F56fNKmd2kuhmt5w)
6 Jun 2024
S01E07: Artfully combining the literary world with a passion for whiskey – Paul Dubsky from Ulysses X Art
To achieve extraordinary success and command a loyal following, be remarkable. Stand out, make a significant impact, and you'll attract a tribe that fervently supports and drives your business forward. Much like ‘Ulysses’ – a book first published in 1922, written by James Joyce, and now considered the most important work of modernist literature.
In this episode, Paul delves into the challenges and triumphs of managing high-profile brands, the art of layering in storytelling to every aspect of a product launch, and the influence of James Joyce's novel ‘Ulysses’ that underpins it all.
00:00 – Introduction & background
05:00 – Challenges and successes
23:38 – The role of luck, storytelling, and packaging
32:45 – Celebrating key anniversaries and historical dates
35:49 – Aligning marketing approaches
47:18 – Limited editions and the future of Ulysses X Art
23 May 2024
S01E06 | How experimentation culture can upend consumer perceptions | Matthew McKee & Chris Lofrese
What happens when you combine a shared passion, New York roots, and a bold dream between two colleagues? You get Upend Gin. Join co-founders Matthew McKee and Chris Lofrese as they share their journey from finance professionals to gin distillers, representing New York with their premium spirit.
With a focus on calculated risks and entrepreneurial reflection, Matthew and Chris discuss the importance of educating bartenders, experimenting with flavours, and the critical role of packaging and branding in delivering a premium experience.
__
00:00 | Introduction and background
05:05 | Taking calculated risks
11:33 | Representing New York
18:25 | Educating bartenders
30:59 | Packaging and branding
39:41| Design and budget
41:55 | Focus on quality and brand
43:02 | Future plans: building a distillery
9 May 2024
S01E05: Surging growth of an English craft gin brand built on candid storytelling - Ian McCulloch from Silent Pool Distillers
Silent Pool is a brand that focuses on craftsmanship, provenance, and storytelling – capturing the very essence of English high-end craft. Having expanded its product range and market strategy, and recently being acquired by William Grant & Sons, the brand is set for accelerated growth. But how has Silent Pool managed to maintain its heritage whilst keeping up with soaring sales in both the duty-free and supermarket retail space?
In this episode, Ian discusses the inspiration behind Silent Pool and the challenges he faced in the early stages. He shares insights into building a successful brand and the thinking behind the iconic Silent Pool bottle in a premium positioned marketplace.
00:00 Introduction
02:01 The story behind Silent Pool
06:07 Embracing craft
10:00 The creation of Silent Pool Distillers
19:50 Creating a distinctive bottle design
25:48 Expanding the product range and market strategy
35:08 The importance of physical retail and brand experience
38:13 Acquisition by William Grant and expansion
46:02 Defining Silent Pool's Brand Essence
18 Apr 2024
S01E04: Growing a community & infusing the premium drinks industry with insights from the tech world – Sammy Verghese from Degen Distillery
How did Sammy Verghese go from nightclub promoter to CEO of Degen Distillery - a brand-new player in the premium drinks market, driven by his passion for technology and backed by Google?
In this episode, we discuss the significance of developing a growing community, creating exclusivity using blockchain systems, and entering the industry as a disruptor partnered with the biggest craft brewer in Europe, BrewDog.
Timings
00:00 Introduction and background
03:54 Underpinning the values and concept of Degen
Distillery
09:34 Entering the market with BrewDog
11:52 Introducing the premium drinks industry to the tech
world
24:46 Creating an original brand identity
38:20 Taking Degen Distillery to the next level. What’s next?
5 Apr 2024
S01E03: Building a brand on a startup budget & understanding 'fit' - Sherwin Acebuche & Tim Driver from Tarsier Spirits
Sherwin and Tim, Co-Founders of Tarsier Spirits, discuss
their journey of starting a craft gin brand that focuses on authentic Southeast Asian flavours and its representation of Filipino heritage – hence the name ‘Tarsier’, a small primate native to the region.
In this episode, we explore strategic distinctiveness, building a brand on a startup budget, and overcoming the challenges in the industry of finding the right partnerships and collaborations that fit your brand values.
Overall, their journey emphasises the value of trusting your instincts, being ok with continuous improvement and iterative design, and the absolute criticality of authenticity in creating a unique and successful brand.
01:25 Filling the Gap in the Gin Market
03:11 The Importance of the Tarsier Emblem
04:19 Giving Back to Conservation
06:37 The Process of Starting a Business
10:58 Learning about Gin Distillation
12:26 Building the Brand on a Startup Budget
14:39 The Importance of Authenticity
20:56 Selecting the Right Distributors
27:10 Differentiating Tarsier from Competitors
28:30 The Evolution of Tarsier's Branding and Packaging
32:23 Considerations for Packaging Design
36:22 Lessons Learned from Packaging Iterations
42:25 Sustainability in Packaging
Want to learn more about Tarsier Spirits?
Follow Sherwin (https://uk.linkedin.com/in/southeast-asia-distilled) and Tim (https://uk.linkedin.com/in/tim-driver-40163139)on LinkedIn
Tarsier Spirits website (https://tarsierspirit.com/)
Get to know Signet
For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry.
Follow us on:
Instagram (https://www.instagram.com/signet_branding/)
LinkedIn (https://www.linkedin.com/company/signet-branding)
YouTube (https://www.youtube.com/channel/UCwoYx5_F56fNKmd2kuhmt5w)
21 Mar 2024
S01E02: Resurging the Irish whiskey flame and commanding premium attention - Jack Teeling from Teeling Whiskey Distillery
Irish whiskey continues to experience steady growth globally, thanks to new international markets, a heightened focus on luxury, and the category’s ability to innovate.
One such trailblazer is Jack Teeling, Founder and Managing Director of Teeling Whiskey Distillery. Earning recognition at this weeks' World Whiskey Awards 2024, we explore how the brand that – like its iconic phoenix emblem – helped Irish Whiskey rise from the ashes of an old-fashioned, out-of-date reputation and become a powerful global contender.
We discuss this emergence, and what it took for the brand to command its place in the premium, luxury international marketplace with a younger consumer base.
00:00 Introduction and Background
03:30 Starting Teeling Whiskey Company
08:14 Working with Family
10:18 The Rise of Premium Whiskey
12:43 Creating a Youthful Irish Whiskey Brand
17:19 Standing Out on the Shelf
20:43 Packaging and Branding
23:17 Different Collections and Consistency
28:18 Digital Engagement and Packaging
32:52 Bacardi Partnership and Expansion
Want to learn more about Jack & Teeling Whiskey Distillery?
Follow him on LinkedIn (https://ie.linkedin.com/in/jackteeling)
Teeling Whiskey website (https://www.teelingwhiskey.com/)
Get to know Signet
For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry.
Follow us on:
Instagram (https://www.instagram.com/signet_branding/)
LinkedIn (https://www.linkedin.com/company/signet-branding)
YouTube (https://www.youtube.com/channel/UCwoYx5_F56fNKmd2kuhmt5w)
8 Mar 2024
S01E01: Women in industry & the secrets behind the iconic ‘voluptuous’ bottle – Molly Troupe from Freeland Spirits
In celebration of IWD2024 theme of 'Inspiring Inclusion', we take time out to speak with one of Forbes' Top 30 under 30 to watch - Molly Troupe, Master Distiller & Partner at Freeland Spirits in Portland, Oregon.
A women-owned, women-led and women-supplied distillery, her perspective on the role of representation, mentorship and networking, and building a successful brand (and bottle) that encapsulates those values are thought-provoking for everyone looking to build something impactful in the premium spirits industry.
00:00 Introduction and Background
01:02 Becoming a Distiller
04:11 Recognition and Women in Leadership
06:52 Women-Owned and Operated Distillery
09:09 Local Sourcing and Supporting Women-Led Enterprises
10:23 Gender Dynamics in the Distilling Industry
10:30 Challenges and Opportunities in the Freelance Industry
13:09 Small Batch and Artisanal Appeal
15:09 Flavor Chemistry and Experimentation
16:43 Expanding Product Portfolio
20:15 Building a Supportive Network for Freelancers
23:17 Investing in Custom Design Bottle
27:31 The Story Behind the Bottle
32:58 Distribution and Market Presence
35:16 Future Plans and Expansion
38:51 Impact and Social Responsibility
39:04 One Word or Phrase to Describe Freelance Spirits
20:15 Building a Supportive Network for Freelancers
30:45 The Role of Freelance Spirits in Empowering Freelancers
39:47 Closing Remarks and Future Outlook
Want to learn more about Molly & Freeland Spirits?
Follow her on LinkedIn (https://www.linkedin.com/in/molly-troupe-69452549)
Freeland Spirits website (https://freelandspirits.com/pages/our-craft)
Get to know Signet
For those of you who don't know us yet, we deliver 'perfect fit' bespoke embellishments and labels, exclusively for ambitious brands in the spirits and wine industry.
Follow us on:
Instagram (https://www.instagram.com/signet_branding/)
LinkedIn (https://www.linkedin.com/company/signet-branding)
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
YouTube views
1,199
Score snapshot 15 Sept 2025
Spotify
5.0 / 5
1 ratings
Podcast Authority Score: 44 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
20
Social presence
91
YouTube
68
Engagement
60
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