Wolfie's Whisky Wittingly Battles Hatemail: 'Stick to Your Crystal Decanter'

Tuesday, 05 August 2025 at 07:02

We can't say it enough: whisky is a matter of taste. At Wolfie’s Whisky, the whisky brand from Sir Rod Stewart, they've more than experienced this through a slew of hate mails. The brand is now wittily combating this: via its newsletter.

FAQ

What is Wolfie's Whisky exactly?
A Scottish blended whisky.
Why is Wolfie's Whisky criticized?
For various reasons from taste to price, according to the newsletter.
Who owns Wolfie's Whisky?
Sir Rod Stewart.

Perhaps you've heard of hate mails before. These are emails from people quickly expressing harsh criticism because they're dissatisfied with something. Sometimes it can take extreme forms, but nothing is too much for the team behind the whisky brand.

This team knows how to deal with these kinds of mails and turns everything into a clever marketing stunt.

‘Call the whisky police’

Under the guise of bad publicity is still publicity, the brand now comes with a newsletter full of self-criticism. Three negative responses to Wolfie’s Whisky have been highlighted and cleverly manipulated in Wolfie’s favor. Here are the responses:

‘Better off with Lidl’s own – Just as good and lots cheaper.’
‘It's blended rubbish.’
‘Rip off. Blends are there to be poured. Shame it's dearer than single malts.‘

Criticism as a marketing stunt

With the criticism, Wolfie’s now fills an entire newsletter. One of the responses is answered with the following message:

‘We're blended, yeah. Award-winning too. Bit awkward, that. Stick to your age statements and crystal decanter.’

Wolfie’s is not mincing words here. The brand has already won gold medals at various award shows this past year and also in 2023. There's an important message hidden in Wolfie’s response: ‘Blends are not inferior to single malts or age statements.’

Wolfie’s Whisky positions itself as a rebellious blend

The brand reiterates its rebellious character in the email. Not only with the response to the criticism, but also by reemphasizing that whisky can be drunk any way you like. It's not just for snobs and there are no rules to follow.

Have you ever had a glass of Wolfie’s Whisky? Let us know in the reactions below.