Collaboration with whisky sector veteran aims for brand longevity over novelty

When 1970s rock icon Rod Stewart first met whisky industry veteran Duncan Frew at a Celtic game, they hit it off right away and went on to drink ‘a lot of whisky and a lot of cocktails’.

The following morning, they texted each other and the concept of Wolfie’s – the newly-launched, Stewart-endorsed, whisky blend – was born. 

The intention from the outset was not to market a novelty, fan-based product with ‘Rod Stewart Whisky’ on the label, but instead to create a self-contained brand that would appeal outwith Rod’s fanbase and have an identity of its own.

In interviews promoting Wolfie’s, Rod has made no bones about his preferred whisky serve being in a cocktail, and has indicated that his preference for sweeter, smoother tastes guided the development of Wolfie’s to be ‘as accessible as possible’ and bring something new to the Scotch whisky market, both at home and abroad.

Described as having been ‘distilled on the banks of Loch Lomond by an expert team with decades of whisky-making know-how’, Wolfie’s marries grain whisky and malt whiskies to produce a lightly peated, smooth final blend, aged in American Oak Bourbon Casks which impart sweet vanilla and coconut notes.

The brand has hit the ground running, with an international media campaign, and its own range of merchandise – amusingly titled after Rod’s hit ‘You Wear It Well’.

As part of this push, SLTN was offered a chance to ask Rod some questions about his involvement with the brand, and how could we say no?

Q: Why did you decide to launch a whisky? Who did you work with on the spirit?

A: I’ve got Scottish roots on my father’s side and have always been very proud of that. 

Scotland has been my home away from home for decades. I’ve got a huge passion for the country and you don’t get a more Scottish drink than whisky! 

When I was introduced to Duncan Frew, my co-founder in Wolfie’s, we started talking about doing a whisky and he really showed me how versatile it could be — especially whisky blends.

I’m known for liking a wee drink and I want Wolfie’s to take drinkers back to the best days of their lives – when they were going to gigs then sneaking into afterparties, raising hell and living footloose and fancy free.

Q: Has Wolfie’s matched your aspirations to create a smooth, accessible whisky?

Wolfie’s is wonderfully balanced with flavours of warming cinnamon, fresh vanilla and baked apple – my favourite flavours! The whisky has a delicate taste of sweet peat and pears in syrup before finishing with candied citrus peels and a gentle oak spice.

Q: Do you have a particularly fond memory of drinking whisky? Any particular occasion or setting that stands out? 

A: I’ve really got into whisky in recent years but really it has long been intertwined with rock ‘n’ roll. 

I won Penny’s dad over with whisky the first time I met him – we went for dinner then ended up back at my house drinking whisky and listening to Sam Cooke.

 Q: How do you like to drink your whisky? Are you a neat/with water man, do you like it over ice, or do you prefer it in a long drink or a cocktail?

A: I prefer whisky in a cocktail – my favourite is a Wolfie’s take on an Appletini or a Lychee Martini – but we worked hard to make sure Wolfie’s is just as good over ice or neat as it is in a mixed drink. I’ve discovered that a blend works well for mixing, especially with the sweeter flavour that Wolfie’s has. 

Q: What kind of pubs and bars would you like to see Wolfie’s stocked in?

A: They’ve got to have a good soundtrack – music is a huge part of my life and you can’t get much better than enjoying a drink while listening to great music.