As our Managing Director, Jennie Baernreuther marked her one year anniversary at The Glenturret we caught up with her to reflect on the milestones, challenges, and ambitions that have shaped her career to date...

1. It has been a year since you joined The Glenturret as Managing Director, what inspired you to pursue a career in the whisky industry, and how has your perspective evolved over the years? 

"I was first introduced to the drinks industry when I worked part-time in a bar during my time at Glasgow University. My first and only cocktail competition was for Auchentoshan Three Wood and that was my first real exposure to whisky as it was not something we would normally drink. I would say my passion for Scotch whisky really then started when I joined The Whisky Exchange in 2007 where I was inspired by the interest and dedication all around me. Then more recently moving into my role at The Glenturret has really cemented my passion for the category and the industry."

2. What has been your most rewarding experience (or proudest moment) as Managing Director of The Glenturret, and what has been the most significant change? What has been the most challenging, and how have you approached it?

"There has been a lot of proud moments and achievements over the last year but the one I am proudest of is the progress we have made on the whisky and brand strategy. As cased goods volumes increase YOY and we open new markets it is important that we can deliver consistency for the next phase of growth. Working closely with the team, we have made some significant decisions about the future including the removal of peated whisky from our core range and moving away from annual releases. This is a huge step forward for The Glenturret and is likely to shape the trajectory of the brand for years to come."

3. As winners of Walpole’s Sustainability Luxury Brand of the Year, how is The Glenturret setting benchmarks in sustainability for the whisky industry?

"This one is close to my heart. I was asked to do a sustainability panel on the importance of biodiversity not long after I started and it was my first of many deep dives into The Glenturret and our sustainability strategy. The panel was great and it drove a strong desire to win the Walpole Award and be recognised for the great work the team have done in this area as a historic and independent distillery. We do not have enforced ESG goals but we are making the changes because it is something we (and our owners) feel so strongly about."

4. The whisky industry has seen significant shifts in recent years, including a growing focus on the premium market. How is The Glenturret responding to these changes while staying true to its heritage?

"The Glenturret Maiden Release launched in 2020 was a tiny production of less than 50,000 bottles and this limited inaugural release set the scene for the successes that have followed every year since. The Glenturret is truly scarce in both its production and cased goods output. So in a whisky world where capacity is a key focus having these limited amounts of whisky, is a true luxury in itself.

The commitment of our owners and team to invest in the best casks has also elevated what was a blenders grade A malt to a complex and highly acclaimed award-winning Single Malt.  

Staying true to our heritage and claim as “Scotland’s Oldest Working Distillery” is mostly seen in our traditional whisky making processes manned by people and not computers and by doing things based on our expertise."

5. What lessons have you learned from past roles that you’ve brought to The Glenturret?

"That the most important thing in any business is having the right people and culture. 
You can have a brilliant product, service or innovation but without the right people the true potential of the business can never be fully realised. Having a motivated, engaged and committed team is the key to any successes I have experienced in the past and will be critical in delivering the full potential of The Glenturret."

6. What is the biggest challenge you have faced in your career, and how did you overcome it?

"Probably like many people Covid was an incredibly challenging time particularly as the business I was running was focused on on-trade and bricks and mortar retail. As someone who had only managed businesses in growth, managing declining sales, uncertainty and fast-changing market conditions was not easy, but we remained agile, sought out new opportunities and like many businesses that survived the pandemic came back even stronger post- Covid.

It was also at this time that I decided to do a part-time MBA which when travel and socialising was off the cards, it seemed a good idea however when normal life resumed, I found myself running a business during the day, being with my family in the evenings and doing assignments once everyone else had gone to bed! It was an amazing way of extending and solidifying my understanding of all the business functions and gave me the expertise and the confidence to move into an enterprise leader role, so despite the late nights, it was well worth it!!"

 
7. The Glenturret has evolved to offer much more than whisky, including Two Michelin Glenturret Lalique Restaurant and The Aberturret Estate House. How do these experiences enhance the brand’s story?

"Brands are rooted in place and in people and being able to dine in our restaurant and sleep in our beautiful estate house on site really does elevate the guest experience and people’s affiliation with our brand. This coupled with offering hands-on experiences including blending your own whisky or an off-road drive around Loch Turret make this an unparalleled experience in whisky and luxury tourism in Scotland."

8. What are your favourite things to do outside of your working hours and how do you find balance in such a dynamic role?

"I love being with my family - we are very close and my favourite time is holidays with them. I also love spending times with friends and going out to experience new places to eat and drink! I try to remain balanced by walking every day for at least an hour and doing yoga and swimming whenever I can fit it in. When things are busy its more important than ever to look after yourself and try to get decent sleep."

9. What is your vision for the future of The Glenturret? 

"I believe that Glenturret has it all: the liquid, the provenance, the luxury credentials and a lot of reasons to believe. I also believe that it could be the next uber brand. What do I mean by that: a brand that people in the know know, associated with quiet luxury and brilliant quality, where people are genuinely excited to see what they do next. Not only a great representation of their category but in the best-case scenario, the brand that supersedes the category." 

10. Looking back, what advice would you give to your younger self starting out your career in the spirits industry? 

"Ooh that's a hard question... I don't think I would do anything differently as the more adverse the challenge the more you grow and develop... but I would probably like to tell my younger self not to be affected by the things that I cannot change as it is a waste of energy and to focus only on the things that are in my control."

As The Glenturret continues to evolve, Jennie is excited about the future. With a focus on craftsmanship, storytelling, and innovation, she and her team are dedicated to maintaining the distillery’s esteemed reputation while shaping the next chapter of its history. “There’s so much more to come!".