Innovating Tradition: Jake Sharpe, The Whisky Baron of Tomorrow
Meet the modern-day ‘Whisky Baron’ - Jake Sharpe, Innovative yet respectful of tradition, he represents the epitome of modernity in the whisky world. His story is not just one of entrepreneurial success.
J
ake Sharpe, is the Founder and Director of 'The Whisky Baron', a growing independent whisky business that he established half a decade ago. In this article, we look at his unique insights and expertise in whisky. Together, we unravel his unique approach to innovating tradition with modernity, while paying homage to the pioneering whisky barons who paved the way for today's whisky, a legacy that he says deeply influences his brand.
A whisky baron is someone who is influential within the whisky industry, owns distilleries, sets trends, and shows expertise in manufacturing, marketing, and distribution. Known for their prestige, craftsmanship, and deep whisky knowledge, and just like the former ‘Whisky Barons’, who have helped shape whisky to what it is today, Jake Sharpe; With a decade of industry experience, has been driving his business forward since its inception in 2018. He’s more than just an entrepreneur though, he stands as a trailblazer, reshaping traditions while honoring the legacy of his predecessors.
His forward-looking mindset permeates every facet of his vision, rooted in understanding how they would have approached difficult challenges. With a sharp focus on innovation, he consistently questions conventions, “What would they have done?” Sharpe divulges.
His innovative spirit breathes new life into age-old practices, infusing his whisky creations with a modern flair that captivates both connoisseurs and newcomers alike. His dedication to craftsmanship and transparency is evident in every bottle of The Whisky Baron, with each having as much information as possible, relayed back the the consumer via a Unique Augmented Reality Experience, “our unique AR app,” He explains, which is again an attestation to his commitment, not only the community but the whole whisky industry.
As our conversation progresses, it becomes clear that Sharpe’s dedication to excellence transcends mere craftsmanship. “This is what whisky is all about in my opinion. - The people.” He says. He is on a mission to democratise independently bottled whisky, ensuring that every enthusiast new and old, has access to exceptional quality and taste. In addition, Sharpe reveals, “I have a special affinity with James Buchanan,” Who is said to be the original whisky baron.
Remaining ever-curious, and continuously wanting to discover more about the remarkable individuals, Sharpe talks about the way in which he utilises the storytelling with his business, “I love using our brand as a medium to tell their stories and spread both my love and passion for whisky.” He details, showing a great pride in utilising 'The Whisky Baron' as a platform to share their captivating narratives, thereby spreading his profound love and passion for whisky far and wide.
Talking about his perspectives regarding the current situations and frequently discussed topics within the whisky community/industry. Sharpe elaborates, “There is no right or wrong in whisky and as such, everyone’s thoughts/feelings/experiences are valid and I think that the community we’re building is a reflection of our open approach to this incredible industry”.
Speaking more about the whisky barons, their significance and the influence they wield, Sharpe highlights their contributions; “Like the original Whisky Barons, we’ve entered the industry in a slow and steady fashion in order to solidify our position in the market and garner the respect of the distilleries and brands,” He said, “Now that we’ve done that, we plan to make a big splash in the near future and continue to build our community in exciting and innovative ways”
Join us as we unravel and discover how he's shaping the future of whisky with each and every cask un-bunged and bottled. Read on to learn more about the man behind - 'The Whisky Baron'.
The Whiskey Scoop - For those who aren't familiar with you, please briefly describe your role within The Whisky Baron; the inspiration behind the brand and your journey into independent bottling?
Jake Sharpe - I am the Founder/Director of The Whisky Baron and as a somewhat small independent bottling business, I suppose my role is all encompassing. I am the face of the brand, the main sales rep, the stock manager and in essence the man responsible for decision making on all fronts. With that being said, I have an incredible team that support me and helps to bring my ideas into reality.
“The inspiration for the brand comes from the original Whisky Barons who are a fascinating group of gents that in essence created the world of whisk(e)y as we know it today and made it the premium spirit of choice the world over.”
TWS - What qualities do you feel are required to become an independant bottler, and do you have any tips for any aspiring whisky entrepreneurs?
JS - Patience. Whisky is a patient man/woman's game, so anyone hoping to get rich quick should think again. Whisky can be quite a murky world on the face of it, with many businesses in the secondary market out for themselves and to make a quick buck. However, if your intentions are pure you quickly get welcomed into the inner circle where the distillers, storytellers and people of passion are.
I view my role as an independent bottler as a true honour and I believe that I have a responsibility to welcome people into the category by sharing both spirit and story in a responsible way.
Pictured: Jake Sharpe with his beloved Doberman
TWS - Let's talk cask selection - How does it work; Is it a meticulous process requiring research based choices, or is there an element of taking risks, hoping selected casks will result in delicious whisky?
JS - I think there’s a balance of research and risk when it comes to cask selection. You can’t please everyone, so doing my best to create something interesting/unique is usually my aim. Every whisky is different though and one of my biggest joys as an indie is playing around with these different spirit styles and seeing what I can do to present them in the best way possible.
“Whisky is somewhat like art and so knowing what I like plays a big part in my decision making.”
TWS - Can you elaborate on any evolving trends or shifts in consumer preferences that have impacted changed or influenced your cask selection strategy?
Js - Bolder flavours seem to be in higher demand and this plays into my love of sherry/wine casks. Equally, I’ve seen the Blended Malt category grow since joining the industry and this is a field that we’ve been playing in behind the scenes for some time now, so I’m excited for our experiments to hit the shelves when they’re ready in the coming years.
The Whisky Baron Founders Collection featuring a 9 Year Old Bruichladdich and an 11 Year Old Distilled at a Highland Distillery.
TWS - Can you share a case where a seemingly unconventional cask choice resulted in a surprisingly successful whisky release?
JS - Our single cask releases from Bruichladdich were ones that I was told wouldn’t work. Exclusive maturation in first fill wine casks from Burgundy and Bordeaux imparts a huge amount of flavour and I was warned by many that overcooking these whiskies would be a risk. I personally believe our 9Y/O MRC Bruichladdich and our 13Y/O Vosne-Romanee Port Charlotte are some of the most exciting expressions we’ve released to date.
TWS - How do you navigate the delicate balance between staying true to your brand's identity and adapting to market demands in new product releases?
JS - In honesty there isn’t much of a balance to strike - The brand identity is based on creating products that cater to the changing demands within the market.
Like the original Whisky Barons, our aim is to listen to our audience and adapt accordingly.
As we’re an independent bottler as opposed to a distiller, this is much easier as we can source liquid from almost anywhere and control the maturation and bottling ourselves in order to achieve this.
Photographed - Jake Sharpe
TWS - Can you walk us through some of the bottles you've released and tell us about your favourite expression so far?
JS - All of our whiskies hold a special place in my heart and each one has a great story behind it. My favourite story is probably from the journey of our Springbank (readers can hear all about this on our YouTube channel); my favourite liquid to date is probably our Bowmore. My biggest triumph thus far is probably our Staoisha as it was the first time I blended casks together for our brand and as a 3Y/O whisky, I believe I’ve managed to create an incredible expression.
TWS - Can you explain the relevance of transparency in the whisky world, and how The Whisky Baron implements it?
JS - Transparency is key for me as a consumer of whisk(e)y as I always want to know how something has been made/matured so as I can use that information to inform future purchases. We do our best to give full information on our bottles and through our unique AR app, but we also focus on creating high level content through our YouTube and social channels so as people can join us as we embark on our whisky journeys and learn with us.
TWS - What makes The Whisky Baron so unique, and can you detail how it differs from your competitors?
JS - Well obviously we bottle the very best whiskies out there! Aside from this though, I believe that our focus on the distilleries and telling the stories is what sets us apart. Whether that be through our unique app experience, through our video content or in person at tastings; we always try to engage with people on a level of both educating them and learning from them.
TWS - What's next for The Whisky Baron, Can you give us an inside scoop?
JS - I can’t say too much, but you should know that there are big things around the corner. Readers should ensure they’re subscribed to our YouTube and our mailing list if they want to be amongst the first to hear about these exciting updates.
TWS - What do you like to do to unwind when you're not working with Alcohol/Bowmore? Do you have other interests besides this line of work?
JS - I like staying active and whilst I love whisky, I believe that it’s important to live a balanced lifestyle and be cautious not to overindulge. I have a beautiful Dobermann who gets me out of the house at least twice a day, but I’ve also recently taken up Muay Thai and Jiu-jitsu and I’m surprised at how much I enjoy other people beating me up and tying me in knots. Hopefully I’ll pick both up quickly so I can start holding my own on the mats moving forward!
