The Whisky Warrior Podcast

Glen Palmer
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Whisky Warrior is a podcast for those who appreciate the craft, culture, and stories behind a great pour. Hosted by Glen Palmer, the show dives deep into the world of whisky - from tasting and collecting to investing, traveling, and uncovering the moments that make a dram memorable. Each episode celebrates the art of whisky in all its forms, exploring different styles, regions, and experiences, while also welcoming conversations around other fine, whisky-adjacent spirits that share the same heritage, craftsmanship, and character. Whether it’s a legendary bottle, a hidden gem, a memorable bar halfway around the world, or the evolving market behind the glass, Whisky Warrior blends insight with enthusiasm. Fun, relaxed, and driven by genuine curiosity, Whisky Warrior is for seasoned connoisseurs and curious newcomers alike - anyone who believes that the best conversations often start with a good drink in hand.

  1. 6d ago

    What Whisky Can Learn From Gin | Carol Jackson, Ellis Spirits

    Could whisky learn something from the gin boom — and could making the category brighter, more accessible and less intimidating bring an entirely new generation of drinkers into whisky? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer is joined by Carol Jackson, Founder and Managing Director of Ellis Spirits, for a wide-ranging conversation about gin, rum, whisky, entrepreneurship, branding, innovation and the reality of building an independent Scottish spirits business. Carol didn't begin her career in the drinks industry. Her background was in corporate programme management, technology delivery and transformation, including work with RBS Group and Lloyds Banking Group. But after years of corporate life, Carol wanted to build something of her own. What started as an idea for a premium ready-to-drink gin developed into Ellis Gin — a Scottish brand built around flavour, personality, experiences and innovative colour-changing gin. Carol eventually took Ellis Gin from zero to profitable in two years, but the journey taught her that creating a fantastic product is only the beginning. You still need to know your customer. You still need a sales strategy. And most importantly, people need to know you exist. Carol also shares how Ellis adapted during Covid by creating virtual gin experiences that brought people together at a time when social interaction had almost disappeared. That journey subsequently took her products to Downing Street and the House of Lords and led to recognition through Small Business Britain. Today, Ellis has expanded beyond gin into rum. Carol explains the thinking behind Ellis Rum, a honey-spiced expression combining predominantly Caribbean rum with Scottish rum — with another unusual ingredient in the story: 🐝 Honey connected to around 30,000 bees living in central Glasgow. Glen and Carol also explore where whisky, gin and rum can learn from one another. Carol believes whisky could become less masculine, brighter and more fun in its marketing, while using cocktails and experimentation to attract consumers who might otherwise feel intimidated by the category. Meanwhile, gin could learn something from whisky's ability to create premiumisation and perceived value.   🔗 Connect with Carol Jackson 🍸 Ellis Gin: https://ellisgin.com   🥃 Ellis Rum: https://ellisrum.com  🔗 LinkedIn: https://www.linkedin.com/in/carol-jackson-ellisgin/    🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/  🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com  📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free  🥃 Book a complimentary 15-minute whisky cask discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call  🎙️ Want to be a guest on the Whisky Wealth Warrior Podcast? https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast  #Whisky #Gin #Rum #EllisGin #EllisRum #ScottishGin #ScottishSpirits #DrinksIndustry #Entrepreneurship #CarolJackson #WhiskyWealthWarrior

  2. Sep 7

    Why the Wine Industry Needs to Learn From Whisky | Graeme Sutherland

    Why the Wine Industry Needs to Learn From Whisky | Graeme Sutherland 🥃🍷 What can two of the world's oldest drinks industries learn from each other — and has whisky become better at innovation than wine? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer sits down with Graeme Sutherland, founder of the Good Brothers Wine Group in Edinburgh, for a wide-ranging conversation about wine, whisky, entrepreneurship, hospitality, sustainability, investment and legacy. Graeme has spent more than two decades in the wine trade, with a career that has taken him from working in Burgundy to senior sales roles before eventually building his own portfolio of businesses. But his entrepreneurial journey nearly faced disaster before it had properly begun. In February 2020, Graeme left a secure corporate position to focus on his businesses. Just weeks later, Covid hit. With hospitality effectively shutting down overnight, Graeme had to rethink the business rapidly. Good Brothers pivoted into home delivery, supplying everything from wine and spirits to fruit, vegetables, cheese, charcuterie, fish and meat. That decision helped keep the business moving, kept the brand visible and provided an extraordinary lesson in entrepreneurship and adaptability. Graeme also shares what years in the wine trade taught him about relationships, trust and premiumisation — and why successful drinks businesses can't simply compete on price. We explore sustainability, organic and biodynamic winemaking, the changing hospitality industry and why customers increasingly want memorable experiences rather than simply products. Then we bring the worlds of wine and whisky together. Graeme believes wine can learn from the willingness of whisky producers and independent bottlers to experiment, innovate and challenge convention. We also explore whisky and wine as collectibles, secondary markets, investment risk and why both industries have faced problems with fraud. And Graeme shares an extraordinary story involving six bottles of 1973 Ardbeg bought for just £10 each — some of which he and his friends simply opened and enjoyed. Would he change that decision knowing what they're worth today? Absolutely not. 🍷🥃 In this episode: Graeme's journey into the wine industry Learning the craft in Burgundy Building Good Brothers while working full-time The reality of entrepreneurial burnout Leaving corporate life just before Covid Pivoting a hospitality business during lockdown Why relationships and trust drive long-term business Premiumisation in wine and hospitality Sustainable and responsible business practices Organic and biodynamic wine Why hospitality needs to create experiences Making wine less intimidating What wine can learn from whisky Innovation and experimentation in whisky Wine versus whisky collectability Alternative investment and secondary markets Fraud and risk in wine and whisky The incredible £10 Ardbeg 1973 story Why wine and whisky should ultimately be enjoyed Building a business around family and legacy Towards the end of the conversation, Graeme explains what success really means to him. It isn't about creating a 50-site empire, earning millions or owning a private jet. It's about supporting his family, travelling with his wife, building something his children could potentially inherit and helping the people who have worked alongside him build fulfilling lives of their own. 🔗 Connect with Graeme Sutherland 🔗 LinkedIn: https://www.linkedin.com/in/graeme-sutherland-77367016/   🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/ 🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com 📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free 🥃 Book a complimentary 15-minute whisky cask discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call 🎙️ Want to be a guest on the Whisky Wealth Warrior Podcast? https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast #Whisky #Wine #WineIndustry #WhiskyIndustry #WineBusiness #ScotchWhisky #Entrepreneurship #Hospitality #WineInvestment #WhiskyInvestment #GoodBrothers #GraemeSutherland #WhiskyWealthWarrior

  3. Sep 4

    The Truth About the Whisky Cask Market | Simon Aron, Cask Trade

    What really happens when you buy a whisky cask — and how can you be certain the cask you're buying actually exists? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer sits down with Simon Aron, Founder and CEO of Cask Trade, for an in-depth look behind the scenes of the whisky cask marketplace. Before founding Cask Trade, Simon was already an experienced whisky collector and cask buyer. But some of his early experiences exposed problems that would ultimately influence the business he created. Simon describes spending months tracking down casks he'd purchased — discovering casks in different locations, casks held in different wood from what he'd expected, casks that apparently didn't exist and even a cask that had been double-sold. Those experiences helped inspire Simon to build Cask Trade, with transparency and clear ownership at the heart of the marketplace. Importantly, Cask Trade shouldn't be viewed solely through the lens of “cask investment.” It operates as a whisky cask marketplace, covering multiple aspects of cask ownership and the cask lifecycle — including buying and selling, storage, sampling and regauging, bottling and auction. This separation from traditional investment and wealth advisory reflects the company's emphasis on education, transparency and supporting different reasons for owning whisky casks. Glen and Simon explore everything from choosing the right cask and understanding ownership documentation to diversification, maturation, independent bottlers and perhaps the most overlooked part of buying a whisky cask: How are you eventually going to get out? Simon also reveals some of the extraordinary casks he's encountered during his career, including casks that have sold for more than £4 million. 🥃 In this episode: Simon's journey from whisky collector to marketplace founder The experiences that led to the creation of Cask Trade Missing, incorrectly described and double-sold casks Transparency and proving cask ownership Understanding the whisky cask marketplace Whisky cask ownership versus purely viewing casks as investments Choosing distilleries and diversifying cask ownership Why whisky isn't simply another commodity Storage, maturation, sampling and regauging Independent bottlers and secondary-market demand Why every cask buyer needs to consider an exit strategy Selling versus bottling your whisky Using auction as an alternative route to market The extraordinary world of ultra-rare, multi-million-pound casks Simon's outlook for the future of the whisky cask market If you're considering buying a whisky cask, already own one, or simply want a better understanding of how the market actually operates, this conversation is packed with valuable insights. ⚠️ Important: Whisky casks are unregulated investments in the UK. Values can rise or fall and returns are not guaranteed. This podcast is provided for educational and entertainment purposes and does not constitute personal financial advice. 🔗 Connect with Simon Aron 👤 Simon Aron – Founder & CEO, Cask Trade: https://www.linkedin.com/in/simon-aron-4a18451/  🥃 Cask Trade – Whisky Cask Marketplace: https://www.casktrade.com/  🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/  🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com  📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free  🥃 Book a complimentary 15-minute whisky cask discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call  🎙️ Want to be a guest on the Whisky Wealth Warrior Podcast? https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast  #Whisky #WhiskyCasks #CaskTrade #CaskWhisky #WhiskyInvestment #ScotchWhisky #WhiskyMarket #WhiskyCollector #WhiskyEducation #WhiskyWealthWarrior

  4. Sep 3

    Why the Wine Industry Needs to Learn From Whisky | Iain Muggoch

    What could the wine industry learn from whisky about branding, storytelling and connecting with today's consumers? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer sits down with Iain Muggoch, founder of Madame F, for a fascinating conversation spanning decades in the international wine industry, entrepreneurship, brand building, social impact — and why wine might need to start taking a few lessons from whisky. Iain's career has taken him from becoming the first management trainee at Direct Wines to South Africa, fine wine trading, international buying and overseeing vineyards, wineries and wholesale markets. Then came Madame F. What began during lockdown as an idea to create a wine label capable of raising money for the opening of Queer Britain developed into a purpose-led drinks brand that helped raise more than £100,000 and now supports and amplifies under-celebrated communities through art, sport and culture. 🥃 Glen and Iain discuss: • The lessons Iain learned from decades in the wine industry • Why networking is essential in the drinks business • Living and working in South Africa • What separates a commercially successful wine from simply a good wine • How Madame F was created • Raising £100,000+ supporting Queer Britain • The story behind Susie the Frog • Building a genuinely purpose-led brand • The difference between authentic advocacy and pinkwashing • The challenges of bootstrapping a drinks company • Cash flow, distribution and funding • Why wine needs to learn from whisky • Why traditional wine branding can alienate consumers • Experimenting with whisky and wine casks • The creation of Madame F's rum RTD • Iain's long-term vision for Madame F • What a life well lived would ultimately mean to him. It's a conversation about much more than what's inside the bottle. It's about people, purpose, risk, authenticity and building something that genuinely stands for something. 🔗 Connect with Iain Muggoch & Madame F 🔗 LinkedIn: https://www.linkedin.com/in/iain-muggoch/    🌐 Madame F: https://madamef.com 📧 Email: hello@madamef.com 🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/ 🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com 📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free 🥃 Book a complimentary 15-minute whisky cask discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call 🎙️ Want to be a guest on the Whisky Wealth Warrior Podcast? https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast 🏷️ Hashtags #WhiskyWealthWarrior #IainMuggoch #MadameF #WineIndustry #WhiskyIndustry #WineBusiness #DrinksIndustry #BrandBuilding #Entrepreneurship #PurposeLedBusiness #Whisky #Wine

  5. Sep 1

    Inside the Champagne Business: Luxury, Investment & Brand Ownership | Jiles Halling

    Champagne is one of the world's great symbols of luxury — but what actually creates that value? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer is joined by Jiles Halling, Champagne expert and founder of My Man in Champagne, to explore the fascinating business behind the bubbles. Jiles' journey took him from discovering an MBA in Luxury Brand Management to moving his family to France and taking an unpaid placement with Moët & Chandon — a gamble that eventually turned into a career in Champagne and international luxury brand management. During his career, Jiles worked with prestigious names including Moët & Chandon and Dom Pérignon, developing first-hand insight into how luxury products are positioned, protected and sold across different cultures. But this conversation goes much further than drinking Champagne. We explore entrepreneurship, private Champagne brands, luxury storytelling, scarcity, grower Champagne and even Champagne as an alternative investment. 🥂 In this conversation: ✓ Jiles' extraordinary route into Champagne ✓ Moving his young family to France ✓ Working with Moët & Chandon and Dom Pérignon ✓ The psychology of luxury brands ✓ Why price doesn't necessarily equal quality ✓ Why storytelling helps create perceived value ✓ Becoming an entrepreneur after corporate life ✓ Discovering lesser-known Champagne producers ✓ Creating your own private Champagne brand ✓ How the economics of Champagne branding work ✓ Champagne as an alternative investment ✓ Scarcity and limited allocations ✓ Why relationships and access matter ✓ Jiles' online Champagne education experience ✓ Building a valuable professional network ✓ What a “life well lived” means to Jiles Jiles' investment insight is particularly interesting: rather than simply competing for bottles on the open market, opportunities can come through relationships with producers and distributors that provide access to allocations before they reach the wider market. 🥂 Connect with Jiles Halling 🔗 LinkedIn – Jiles Halling / My Man in Champagne: https://uk.linkedin.com/in/mymaninchampagne 🌐 My Man in Champagne: https://www.mymaninchampagne.com/ 📧 Email: jiles@mymaninchampagne.com 🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/ 🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com 📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free 🥃 Book a complimentary 15-minute discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call 🎙️ Book a Whisky Wealth Warrior Podcast recording: https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast 🥃 Whisky Wealth Mastery Whisky cask ownership can be fascinating, but it needs to be approached with education, due diligence and a clear long-term strategy. Download the free Whisky Investment Guide: https://whiskywealthmastery.com/free #Champagne #ChampagneInvestment #WineInvestment #LuxuryBrands #MoetChandon #DomPerignon #AlternativeInvestments #ChampagneBusiness #LuxuryMarketing #JilesHalling #MyManInChampagne #WhiskyWealthWarrior

  6. Aug 26

    63 No’s, One Yes: How Apryl Fort Built Infinite Spirits

    63 people said no. Apryl Fort kept going until somebody finally said yes. After spending 25 years in corporate banking, Apryl walked away from the security of a regular paycheque to pursue something completely different: building her own premium spirits company. Today she's the founder of Infinite Spirits, with products spanning tequila, bourbon and ready-to-drink cocktails. In this episode, Glen Palmer and Apryl explore the reality of building a drinks business — including the rejection, resilience, relationships and sheer determination required to turn an idea into something tangible. You'll discover: ✓ How Apryl went from banking to beverages ✓ Why it took 63 NOs to find her YES ✓ The “Beauty and the Beast” founder mentality ✓ The story behind Infinite's tequila ✓ How Papa Teq bourbon grew from a family recipe ✓ Why different spirits attract different consumers ✓ How Infinite expanded into RTDs ✓ The importance of community when building a brand ✓ Why Apryl ultimately wants her children to inherit Infinite This is an episode about spirits — but it's equally about entrepreneurship, resilience and refusing to let rejection determine the outcome.   🔗 Connect with Apryl Fort 🔗 LinkedIn: https://www.linkedin.com/in/apryl-fort-nfinite/  🥃 N-Finite Spirits: https://www.drinknfinite.com/    🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/  🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com  📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free  🥃 Book a complimentary 15-minute discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call  🎙️ Book a Whisky Wealth Warrior Podcast recording: https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast  #InfiniteSpirits #AprylFore #Tequila #Bourbon #Entrepreneurship #SpiritsIndustry #WhiskyWealthWarrior

  7. Aug 25

    The Truth About Selling Whisky: What Really Gets a Brand Behind the Bar | Rob O’Brien

    What really sells whisky? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer talks with drinks-industry sales professional Rob O’Brien about what happens between creating a great whisky and actually convincing bars, retailers and consumers to buy it. Drawing on experience with Clonakilty Distillery, Tullamore D.E.W. and some of the world's major drinks brands, Rob shares fascinating lessons from the commercial side of the industry. You'll discover: ✓ Why getting behind the bar is only the beginning ✓ How relationships influence drinks sales ✓ Why bartenders can make or break a brand ✓ How tastings turn people into customers ✓ Why smaller distilleries need strong stories ✓ What makes consumers choose one whisky over another ✓ Lessons learned building Clonakilty's presence ✓ Why successful salespeople listen more than they talk It's a fascinating look at the business behind the bottle — and why ultimately a great brand still needs people willing to recommend, taste and buy the liquid. 🔗 Connect with Rob O’Brien 🔗 LinkedIn: https://www.linkedin.com/in/robert-o-brien-377a757a/    🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/  🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com  📖 FREE Whisky Investment Guide: https://whiskywealthmastery.com/free  🥃 Complimentary 15-minute discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call  🎙️ Whisky Wealth Warrior Podcast guest booking: https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast  #Whisky #IrishWhiskey #Clonakilty #WhiskyMarketing #WhiskyBusiness #DrinksIndustry #WhiskyPodcast #WhiskyWealthWarrior

  8. Aug 21

    The Hidden World of Whisky: The Stories Behind the Distilleries | Chris Greta

    Behind every great whisky is a story — but some of the best stories are hiding in places the whisky world hasn't discovered yet. Glen Palmer welcomes Chris Greta of The Still Life Stories back to the Whisky Wealth Warrior Podcast for a fascinating journey into the people, places and hidden stories behind independent whisky distilleries. After decades working as a creative director and brand architect, Chris took his ability to "see what nobody else sees" on the road. His travels have taken him inside distilleries across Scotland, Germany, Australia and Tasmania, where he's lived alongside distillers and discovered that the magic behind whisky often goes far beyond what's inside the bottle. 🎙️ YOU'LL DISCOVER ✔️ Why Chris swapped advertising for whisky storytelling ✔️ What makes Australian whisky so exciting ✔️ Why Tasmania shares surprising similarities with Scotland ✔️ How geology and water can influence whisky production ✔️ The extraordinary stories behind McHenry, Tria Prima and other independent distilleries ✔️ Why Australia's distillers can experiment in ways Scotch producers cannot ✔️ How Chris discovers the hidden story that makes a brand memorable ✔️ Why whisky is ultimately about far more than the liquid 🌍 Connect with Chris Greta 🔗 The Still Life Stories: https://thestilllifestories.com/   🔗 LinkedIn: https://www.linkedin.com/in/chrisgreta/  🌐 Chris Greta Official Website: https://chrisgreta.com/    🔗 Connect with Glen Palmer 🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/  🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com  📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free  🥃 Book a complimentary 15-minute discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call  🎙️ Book a Whisky Wealth Warrior Podcast recording: https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast  #Whisky #AustralianWhisky #TasmanianWhisky #WhiskyPodcast #CraftWhisky #WhiskyDistillery #WhiskyInvesting #WhiskyStories #ChrisGreta #StillLifeStories #WhiskyWealthWarrior

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About

Whisky Warrior is a podcast for those who appreciate the craft, culture, and stories behind a great pour. Hosted by Glen Palmer, the show dives deep into the world of whisky - from tasting and collecting to investing, traveling, and uncovering the moments that make a dram memorable. Each episode celebrates the art of whisky in all its forms, exploring different styles, regions, and experiences, while also welcoming conversations around other fine, whisky-adjacent spirits that share the same heritage, craftsmanship, and character. Whether it’s a legendary bottle, a hidden gem, a memorable bar halfway around the world, or the evolving market behind the glass, Whisky Warrior blends insight with enthusiasm. Fun, relaxed, and driven by genuine curiosity, Whisky Warrior is for seasoned connoisseurs and curious newcomers alike - anyone who believes that the best conversations often start with a good drink in hand.

Information

  • Creator
    Glen Palmer
  • Years Active
    2026
  • Episodes
    40
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 All rights reserved.
  • Show Website
    The Whisky Warrior Podcast