I recently had the pleasure of meeting Richard Hammond at voco St David’s Cardiff, where we were both enjoying a memorable Six Nations weekend in the Welsh capital.
It proved to be an excellent day for the home supporters, as Wales defeated Italy 31–17, ending a 15-match Six Nations losing streak and securing their first home win in the competition since 2022.
Against that lively backdrop, Richard and I had the opportunity to speak briefly about a different kind of British success story: Iron Ridge, his English single malt whisky brand created in collaboration with Hawkridge Distillers.
As someone who has built a career within the whisky industry, I was interested to hear about the thinking behind the brand and Richard’s move from the world of motoring into premium spirits.
More Than a Celebrity Whisky
Celebrity-backed drinks brands have become increasingly common.
However, attaching a famous name to a bottle is not enough to create lasting credibility. Whisky consumers value authenticity, provenance and quality. A successful brand therefore needs something more substantial behind it than recognition alone.
Iron Ridge appears to have been developed with that in mind.
Richard worked with Hawkridge Distillers, an independent English producer based in Berkshire, to create a whisky inspired by craftsmanship, engineering and his personal connection with the Lake District.
The name Iron Ridge comes from a hillside near Richard’s Lake District retreat. The original whisky was matured in American bourbon casks, creating flavours associated with vanilla, caramel, fruit and gentle spice.
Richard described the project as an opportunity to bring together his appreciation for craftsmanship and storytelling, calling the finished result:
“It’s me, just slightly more distilled.”
That line captures the personality behind the brand well.
Richard has spent much of his career celebrating the details that separate an ordinary machine from an exceptional one. Whisky is built on a similar appreciation for engineering, patience and precision.
Small decisions made during distillation, maturation and cask selection can completely change the final character of the spirit.
A Hands-On Approach to Brand Building
One of the most interesting aspects of Iron Ridge is Richard’s stated desire to create something credible in its own right.
According to Hawkridge Distillers, he has been involved in the development of the brand, including cask selection and bottle design. The objective was not simply to place his name on an existing product, but to create a whisky reflecting his own preferences and personality.
Richard has spoken about preferring approachable whisky rather than heavily peated or overpoweringly smoky expressions.
The early Iron Ridge releases reflect that preference, combining sweetness, fruit and carefully controlled smoke to produce whiskies intended to be enjoyed rather than analysed from a distance.
The first Iron Ridge Reserve was created from 12-year-old unfiltered English whisky and was limited to approximately 2,700 individually numbered bottles. Subsequent reserves have explored different ages and cask styles, including ex-Jack Daniel’s bourbon barrels and French oak.
This evolving reserve model gives the brand room to experiment while retaining an element of scarcity and collectability.
Recognition at the World Whiskies Awards
Iron Ridge has already achieved significant industry recognition.
In early 2026, Hammond’s Iron Ridge Single Malt was awarded a Gold Medal and named Country Winner – Best English Single Malt Whisky at the World Whiskies Awards.
That matters because the judging process evaluates the whisky itself rather than the celebrity associated with it.
For a relatively new brand, recognition of this kind provides evidence that the liquid can compete on quality as well as marketing.
It also demonstrates an important principle within premium spirits:
A strong story may encourage someone to pick up the bottle, but the quality of the whisky determines whether they return.
The most successful celebrity partnerships are therefore those in which profile creates initial attention while genuine craftsmanship builds long-term demand.
The Growth of English Whisky
Iron Ridge also forms part of a much wider story.
English whisky remains considerably smaller than Scotch, but the category is developing quickly. The English Whisky Guild says the country now has dozens of active distilleries producing an increasingly diverse range of styles and expressions.
Without the same long-established regional expectations associated with Scotch whisky, English producers have often had more freedom to experiment with:
- Different barley varieties
- Alternative grains
- Unusual cask finishes
- Local ingredients
- Modern branding and storytelling
- Shorter, limited-edition release programmes
That freedom has helped create a category defined by variety rather than one single house style.
The British whisky market should not necessarily be viewed as England competing against Scotland.
Scotch whisky remains one of the world’s most established and respected spirit categories, supported by centuries of heritage and an international export market that English whisky has not yet approached.
However, increased interest in English, Welsh and other British whiskies can introduce new consumers to the wider whisky category.
A customer who discovers whisky through Richard Hammond and Iron Ridge may later begin exploring different distilleries, cask styles, regions and ages. That wider engagement can ultimately benefit the entire industry.
Storytelling Matters in Modern Whisky
The conversation also reinforced how important storytelling has become within the modern spirits market.
Consumers increasingly want to understand:
- Who created the product
- Why it was created
- Where the spirit came from
- What makes it different
- How the cask influenced its flavour
- Whether the people behind it are genuinely involved
Iron Ridge has several strong storytelling elements.
It connects Richard’s personality with his appreciation for craftsmanship. It references a place that is personally important to him. It uses limited releases to create a continuing journey rather than relying on a single permanent expression.
Most importantly, the story is supported by whisky that has received independent recognition.
That combination of personality, authenticity and product quality gives the brand a stronger foundation than a purely promotional celebrity launch.
From Cars to Casks
Cars and whisky may appear to belong to completely different worlds, but they share several characteristics.
Both attract people who care about engineering, provenance, age, condition and originality.
In both industries, small details can have a major effect on desirability and value.
A particular engine, specification or production year can make one vehicle considerably more sought after than another. In whisky, the distillery, vintage, cask type, alcohol strength and maturation history can have a similar effect.
Most importantly, both reward patience and craftsmanship.
A well-made vehicle is not created by rushing the engineering process. A mature whisky cannot be produced instantly when demand appears.
The quality must be built into the product from the beginning.
Final Thoughts
Meeting Richard Hammond in Cardiff provided an enjoyable opportunity to discuss the thinking behind Iron Ridge and his move into the whisky industry.
The setting made the occasion especially memorable: a Welsh victory, an excellent atmosphere and a conversation about one of the most interesting recent additions to the growing English whisky category.
Iron Ridge demonstrates what can happen when profile is combined with genuine enthusiasm, strong production partners and close attention to the quality of the finished spirit.
Its early success also shows that whisky consumers are willing to embrace something new, provided the product has credibility behind it.
Richard Hammond may be best known for horsepower, engineering and adventure.
With Iron Ridge, he is now applying that same appreciation for detail and craftsmanship to something that moves at a very different speed.
After all, the best whisky journeys are rarely rushed.