In this episode, host Chris Maffeo speaks to Michael Ballantyne, founder of Storywood, who joins the Maffeo Drinks Podcast to reveal how he created the first single malt whisky barrel–aged tequila—a bold step intended to convert whisky aficionados into agave enthusiasts.
By deliberately pivoting from tequila-focused venues to whisky bars and events like the Glasgow Whisky Show, he discovered a more receptive audience who understood the language of oak, toast, and char.
While stoking consumer curiosity with a cask-forward narrative, Michael stresses the importance of selective distribution, building momentum in key markets before spreading too thin.
He explains how a multi-SKU strategy caters to varied palates—from lighter, cocktail-friendly expressions to richer, extended-aged variants—yet unifies under the “tequila meets scotch” identity.
Throughout his journey, Michael has worked bottom-up—sampling events, personal brand ambassador work, and direct outreach—to forge loyal trade and consumer relationships.
Timestamps:
00:00 Introduction and Podcast Overview
00:29 Guest Introduction and Product Overview
00:50 The Story Behind Storywood Tequila
03:47 Challenges and Strategies in the Tequila Market
07:37 Innovative Marketing and Consumer Engagement
18:17 Global Market Expansion and Distribution
22:28 Personal Reflections and Advice for Entrepreneurs
28:46 Conclusion and Final Thoughts
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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