This past spring, legendary rockstar Sir Rod Stewart released Wolfie’s Whisky, a blended Scotch whisky that pays tribute to his Scottish heritage and rascally image. Now he’s bringing his smooth blend across the pond so fans in the US can try his tipple.
Distilled on the banks of Loch Lomond, Wolfie’s is a 40% ABV blended Scotch which marries grain whisky and malt whiskies, resulting in a lightly peated, smooth final blend. With flavors of warming cinnamon, fresh vanilla and baked apple, it has delicate notes of sweet peat and pears in syrup before finishing with candied citrus peels and a gentle oak spice.
The rocker, who just finished up a set of shows in North America, and Wolfie’s CEO Duncan Frew, a whisky and spirits veteran, spoke to me about what sets their liquor apart from other celebrity brands, favorite drinking memories and Rod’s preferred way to take his whisky (it’s not what you’d think!).
Rod Stewart has launched Wolfie’s Blended Scotch Whisky in the US.
How did the idea for Wolfie’s come about?
Rod Stewart: Well, my father was Scottish he came from Leith, Edinburgh. And I spent a lot of my time going up to Scotland to watch the Celtic Football Club – that’s soccer for you. And a good friend of mine called Johnny McLaughlin who has a band, he’s a good rock singer, he’s a mate of mine, said would you like to start up a whisky company, are you interested? And I said yeah, and he introduced me to Duncan Frew, our CEO.
Duncan Frew: We met at a Celtic game and drank a lot of whisky and a lot of cocktails and in the morning, we woke up and texted each other and Wolfie’s was born.
What was the inspiration behind the name?
DF: Wolfie’s is fun, a bit of a rascal. And we wanted that kind of 70’s romantic, rock n’ roll feeling to come across. Rod’s a bit of a rascal and I’m a bit of a rascal as well.
RS: We’ve had our moments, don’t tell your children that!
So many celebrities have liquors on the market. What sets Wolfie’s apart from the pack?
DF: The key is, if we called this ‘Rod Stewart whisky’ on the front label it would just be a novelty, fan-based product. But our intention was to create a lasting brand. Rod’s been part of every decision.
RS: Duncan runs it all by me and to see if I approve, and of course I do. He knows what he’s doing, he’s been in whisky for 20 odd years.
Wolfie’s, already a hit in the UK and Europe, has landed in the US.
Tell us about the process of creating Wolfie’s.
DF: I’ve been in the business for nearly 20 years, and we partnered with a local distillery who are just fantastic. I’ve worked with them very closely on the liquid, on the tasting. Rod and I went up to the distillery two and a half months ago. What was important was meeting the people behind it. They’re truly Scottish.
RS: [It’s] Just an amazing process, you wouldn’t believe it. It’s ancient and wonderful. It’s all physical. There’s no machinery involved, hardly. One of the few processes that have not been altered or brought up to date, so to speak and never will.
DF: Handmade with love.
What’s your favorite way to drink Wolfie’s?
RS: Duncan has always been a proper whisky drinker. I was very ill on it when I was 15 so I find it hard to drink, although this one it has a special taste to it. It’s almost like ice cream and custard — it’s just gorgeous. But I still prefer to drink mine as a martini. And tonight, we’re all invited to The Ritz because they’re going to have a martini experience with Wolfie’s.
DF: We wanted to make it as smooth as possible and as accessible as possible.
Rod’s favorite is an Appletini so after every concert he does — we were just in North America and Canada for six weeks — people come back and the band is there and the bartender is making up Appletinis.
Lyrics from Stewart’s ‘Rhythm of My Heart’ song are emblazoned on the base of the bottle.
Are you able to drink while touring?
RS: I can’t [drink] whisky martinis before [a show]. Alcohol is not great for the voice, as are a lot of things. When I’m on tour I can’t speak during the day because it’s called voice rest. It works wonders at keeping your voice 100 percent. I like a couple glasses of wine afterwards. Usually, I’ll drink the whisky on a night off. I don’t speak during the day but when I go out for dinner I can talk. That ten hours rest during the day really helps. Pass it on to young vocalists, will you?
DF: He’s got a lanyard with a sign – ‘Doctors orders, can’t speak.’
How do you communicate during the day?
RS: I have people that are very aware that I can’t talk so I just need to put it on my phone or pass notes or tell them to bugger off!
What’s your best drinking memory?
RS: When I was in the Faces we used to have a bar on stage and a barman and a couple of women dressed up as schoolgirls going around serving. Wouldn’t get away with that anymore. I’d like to have a bar on stage one day again.
In the US a lot of women are finding an interest in whisky. What do you think of that?
RS: I’m all for it. Obviously, everything in moderation but this as I said is made for the gentle sex. I like it, so they might like it! That ice cream, custard, apple pie. You don’t screw your face up when you swallow it.
DF: People that don’t drink whisky can be scared that it will be harsh or strong. But once you try Wolfie’s you’ll be pleasantly surprised.
Why do rock n’ roll and whisky go together so well?
DF: I think it evokes the 70s and those nostalgic times. I get annoyed when Rod tells me about the 70s because I want to be there! We want people to have Wolfie’s, put on Rod’s music and let it bring them back to that time and those memories.
Wolfie’s was designed to reflect Sir Rod’s rock ‘n’ roll heritage.
Wolfie’s is available to pre-order for $44.99. Get the recipe for Rod’s favorite Appletini and more drink recipes with Wolfie’s and follow the brand on Instagram and Facebook.