Andrew Derbidge brings a broad perspective shaped by years working across brand, production, and global positioning with Starward—and deep involvement with the Scotch Malt Whisky Society.

In this conversation, the discussion moves well beyond Australian whisky. We look at the relationship between Australian and Scotch whisky, the current state of global markets, and how changing attitudes—particularly among younger drinkers—are reshaping the category.

Andrew also addresses where whisky marketing is getting it wrong, the assumptions the industry continues to make, and how those missteps affect perception and growth.

This is a wide-ranging discussion about whisky as a global category—how it is evolving, how it is communicated, and where it may be heading next.