Benoit Filliers on his unique whisky packaging: “It’s really about the experience”

Sunday, 02 November 2025 at 12:00

He loves surfing and has another bond with water: making whisky. An exclusive interview with Benoit Filliers, who grew up at Filliers back when genever was still the hot thing, and who now puts his full weight behind whisky and a few other spirits. One thing’s certain: he relishes working in the drinks world. And he knows nothing else, it was spoon-fed to him from day one.

This interview was previously published on the Dutch version of Whisky Monkeys and was therefore conducted earlier

Benoit (29) is master distiller at Filliers and, as a sixth-generation member, responsible for “all operations,” as he puts it. He weighs in on everything to do with the distillery, bottling, the quality of the whiskies, maturation, casks, you name it. Why? So the consumer tastes something that becomes a lifelong memory.

Benoit Filliers’ first whisky

He remembers his first whisky well. “It was a rye whisky—really powerful.” It was a bottle he had won.

Benoit didn’t actually grow up in a whisky world. Filliers has been around since 1880 and was Belgium’s star player in genever for decades. But with changing consumer habits—and Benoit at the helm—the past few years have seen a major pivot toward whisky.

Although Benoit hasn’t been calling the shots for all that long, he does notice it isn’t always easy to work in the alcohol industry, especially not in Belgium.

“There’s a very difficult discourse from the government around alcohol. We all know drinking alcohol isn’t healthy, and I certainly won’t deny that, but of course it’s much more than that.”

He suspects that Belgian regulations on alcohol advertising will tighten over the next 15 years, possibly akin to how tobacco is treated today. Even so, he remains committed to keeping the rich tradition of artisanal spirits alive. After all, it’s the world he grew up in.

It all comes down to quality

What stands out when you talk to him is that he truly has spirits in his DNA. When most people are asked about their finest whisky memory, they talk about a special place or an old bottle. Benoit’s answer is different.

It was the moment he tasted whisky from casks and instantly knew the quality was far too good to blend away.

“We had to release them as single casks.” That happened last year. It was the whisky matured 100% in PX casks.

He loves that he brought a whisky to market with a flavor profile that resonates with so many people. “Yes, it’s very sweet. And that’s what makes it such a delicious, charming whisky.” If it were up to him, the whole world would get to taste it—18 and over, of course.

Lessons from Dad

The coming years will see a raft of new Filliers whiskies. Years ago, Benoit’s father passed away in a tragic traffic accident—a devastating blow for the company. It does mean there are still many casks maturing that he set aside back then. And the good news is that Benoit will be bottling some of them in the future. In the meantime, he has learned a great deal within the company and cherishes his father’s life lessons. One of them was that he never saw others in the industry as competitors.

“He was always trying to do something with lots of different people. Because it’s such a small world.”

If something comes up, Benoit can always call people in the industry, contacts his father maintained so well. They all share the same love for spirits and support each other in a market that’s perhaps under a bit of pressure right now.

To actually compete or at least make sure Filliers spirits are the ones people choose, a few things matter. Naturally the quality of the whiskies, which Benoit fiercely protects, but also the look and feel of the different bottles.

Packaging is crucial for Filliers whisky

The seduction of whisky starts with the eye, and Filliers often presents whiskies you could imagine discovering in a treasure chest. Bottles perched on pedestals, secured with leather clasps exuding luxury and craftsmanship.

Benoit laughs: “Those packages aren’t cheap.” Still, he has no intention of cutting corners or changing that approach anytime soon. For him, whisky is about more than a glass of alcohol.

“It’s really about the experience we can create with the consumer. That’s my priority.”

Although Filliers is currently sold mainly in the Netherlands and Belgium, they’re already casting a sidelong glance at Asia. Now that the portfolio has grown, Benoit feels the time is right to take that step.

Virgo Vanilla & Oak as a whisky alternative for cocktails

They’re also moving into the no-alcohol space. Very recently, Virgo Vanilla & Oak launched as a stand-in for aged spirits in cocktails. It’s infused with Filliers pepper and made for those who love the warmth of mature spirits, just without the alcohol.

“For years we experimented a lot and learned a great deal.”

He thinks it’s a product to savor, though Benoit also has a summery cocktail tip for those who do want whisky in their drinks, his secret favorite. With a big grin he says: “A splash of our Single Rye with ginger ale and a squeeze of lemon.”

Favorite whisky: single malt cask strength
Number of whisky glasses per week: 2
Most fun bottle owned: 16-year-old single malt ex-Oloroso sherry oak cask, unreleased (Filliers).
Most expensive whisky ever tasted: An 80-year-old Glenlivet
Whisky country to watch: Belgium
Whisky you wish you’d invented: Glenfarclas

Want to know more about Filliers Distillery? Visit the official page.