Spirits firm adds expert duo to its ranks

Sam Simmons
New head of whisky, Sam Simmons.

ATOM Brands, the firm behind craft spirits ranges That Boutique-y Whisky Company and Bathtub Gin, has strengthened its management team with the appointment of two experienced figures from the spirits industry.

Sam Simmons joins the firm as head of whisky from William Grant & Sons, having served as global brand ambassador for single malt The Balvenie since 2010.

Simmons, a Keeper of the Quaich, had also previously worked at The Scotch Malt Whisky Society and The Whisky Exchange. He will oversee all of Atom’s whisky brands, which include Darkness! and The Blended Whisky Company.

Atom has also appointed former Halewood Wines & Spirits head distiller Lora Hemy as head of distillation, tasking her with looking after all of the company’s distilling as well as contributing towards new product development.

Atom Brands’ MD, Ben Ellefsen, said the appointments underline a “commitment to liquid quality without compromise”.