NEW MAKE COMMUNICATIONS

Comms as unique as your new make spirit

About us

New Make Communications is an award-winning specialist whisky PR consultancy working with distilleries and drinks brands around the world.

We help producers build reputation through media relations, brand storytelling and strategic communications rooted in deep category knowledge.

Our work spans the full life cycle of a spirits brand — from early messaging and positioning through to international launches, media engagement and long-term storytelling.

A circular award badge for PR Agency of the Year. With a black center and a white border. The top part of the badge reads '2026 ICONS OF WISKEY' in yellow and white text. The bottom part of it reads "winner"

Award-winning WHISKY PR

New Make Communications was named PR Agency of the Year (Rest of World) at the Icons of Whisky Awards, recognising our work supporting distilleries and spirits brands internationally.

OUR SERVICES

  • Consultancy

    We're strategic thinkers that help whisky brands to plot a course forward for PR and comms. This can include PR planning, brand storytelling, messaging frameworks, launches, events and media engagement.

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  • Spirits education

    We offer WSET spirits education to help agencies and brands build genuine product knowledge — grounding communications work in a deeper understanding of the category.

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  • Pre-PR

    Many brands hire a PR agency before the foundations are in place. Pre-PR helps brands refine messaging, positioning and strategy so communications activity has the best chance of success.

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James Bunting sat smiling at a table with a nosing glass of whisky and a background of spirits bottles

A BIT of Background

James Bunting (JB) is the founder of New Make Communications, a consultancy specialising in communications for whisky distilleries and brands.

After 15 years in award-winning London PR agencies, he now works with producers across the spirits world helping them tell their stories through media, events and long-term brand building. His work has ranged from launching new distilleries and unveiling new brands to shaping global sponsorships and hosting press trips across Scotland and beyond.

A long-time student of the category, James holds the WSET Level 3 Award in Spirits and is also a WSET educator.

INDUSTRY EXPERIENCE

Our experience spans Scotch whisky, international whisky and wider spirits categories, working with both emerging distilleries and global brands.

Laphroaig

A large turquoise billboard advertising Bruichladdich whisky, with the slogan "We believe in thinking big, and starting small. We also make whisky." The billboard features an image of a whisky bottle and various logos and text promoting the distillery and whisky.

The Macallan

Ardray

Historic European building with ornate windows and a mansard roof during sunset. Chateau Courvoisier

Bruichladdich

Stauning

Torabhaig

A bottle of The Botanist gin and a cocktail glass with olives on an outdoor marble table.

Courvoisier

A black gate with the Guinness logo and text for St. James's Gate Brewery in Dublin, Ireland, set against a brick and stone building with cobblestone street in front and a street lamp nearby.

The Botanist

Hatozaki

A black bottle labeled "Mr. Black Cold Brew Coffee Liqueur" next to a cocktail glass with a dark drink and a cream-colored frothy top against a pink background.

Guinness

North Uist

Mr Black

If you’re exploring how PR could support your brand, you can learn more about our whisky PR expertise, READ THROUGH SOME OF OUR FAQs, or get in touch to discuss your distillery or spirits brand.