PETER ALLISON, FOUNDER OF WOVEN WHISKY

PETER ALLISON, FOUNDER OF WOVEN WHISKY

Peter Allison

"We aim to free whisky from the geographical constraints that typically define it. Our only prism for approaching this category is flavour."

26 March 2024

In their small studio in Leith, Scotland, the enthusiasts behind WOVEN are reshuffling the cards, aiming to connect a community eager to discover unique whiskies.

How did the idea of WOVEN come about?

Our friendship was built around our shared love for whisky, but also from similar frustrations related to the complex rules that define the category. Driven by curiosity, we are always in search of experimentation. Exploring whiskies from different origins, produced with various techniques, and born from different visions has become our passion. Unfortunately, this type of experience is limited. We started from the realisation that blending offers endless possibilities and great creative freedom, particularly the opportunity to break free from geographical restrictions. While the majority of blends originate from Scotland, we wanted to explore the world of whisky through blends that know no borders. It's not so much "What is whisky?" that interests us, but rather "What can whisky be?"

What makes WOVEN an Avant-Gardist?

We have created the type of brand that we would have liked to see in the world of whisky: open, inclusive, transparent, ethical, and collaborative. We aim to make this industry, this art, more human, more experimental, more focused on the customer experience, and more fun as well. We seek to liberate whisky from the geographical constraints that typically define it. Our only lens for approaching this category is flavour. Crafting blends beyond borders gives us the opportunity to create original whisky experiences, showcasing remarkable initiatives that exist on the global spirits scene. This freedom also allows us to explore unconventional approaches to the art of blending. It also provides us with the opportunity to innovate by drawing inspiration from practices used in other fields such as cognac, perfumery, or coffee.

What were you doing before? What led you to delve into the spirits industry?

When we first met in the early 2000s, we were bartenders on the cocktail scene in Edinburgh. That's where we discovered the world of whisky. Our shared passion for the category strengthened our friendship. We then worked in the spirits industry in various companies and areas.

"Twenty years later, over a drink, we realised that we shared the same frustrations and that the only way to address them was to create our own business."

Tell us about your first memory of tasting whisky.

We often associate whisky with our father figures. It's these memories that lead us to believe that whisky is not only the liquid in the glass but also the experience and memories it brings. In fact, we always try to think about rituals, tasting methods, and experiences... For us, whisky represents both sides of this coin.


What is your favourite cocktail, and place to enjoy it?

Highballs in summer, Boulevardiers in winter. Whisky and ginger beer the rest of the time. Anywhere, in good company, and always in good spirits!

What is the most heartwarming feedback you have received from a consumer regarding WOVEN?

It was a message we received on Facebook from a whisky enthusiast. He explained that he wasn't a fan of blends, but after reading positive reviews about our whiskies, he ordered one of our Experimental batches, No. 11. Not only did he love it, but his friends who weren't whisky enthusiasts were intrigued by the contemporary design of our bottles, which made them want to taste it. They shared a unique moment of conviviality that he described as one of the most memorable whisky experiences he has ever had. This is exactly what we want to convey. We framed his message in our studio as a reminder of our purpose.

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