Andre de Almeida’s two decades of experience in the drinks industry working for both spirits giants and smaller brands hoping to break into the market have given him a unique perspective for his spirits consultancy, Inside the Cask Ltd.
Andre de Almeida at the launch of Saltire Rare Malt, a new independent bottler of Scotch whisky.
He started Inside the Cask Ltd almost three years ago, initially by leveraging his expertise and network to create value for drinks brands worldwide on a consultancy basis. But his business has changed and grown over those three years as he has expanded what he offers his clients.
“My main point of difference is that I can offer a one stop shop for advice, support and representation to drinks brands across most markets and channels, given my experience working in the UK and International markets, across the On Trade, Off Trade, Prestige/ Luxury and Duty Free channels,” de Almeida tells TMI.
“More recently I have diversified the business mix by also working as a UK agent on behalf of Tonnellerie Quintessence (part of ISC) in France and Tanoaria Josafer in Portugal supplying barrels to the whisky industry, new business development with The Auchtermuchty Bond for bottling whisky services and finally by exporting whisky from the UK to South America initially.”
Before starting Inside the Cask Ltd, he worked with leading companies such as William Grant & Sons, Edrington, and Loch Lomond Group, as well as emerging brands such as The Secret Garden Distillery.
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Bringing new brands to market
De Almeida has begun working with new brands in the Irish and Scotch whisky categories, helping them launch their whiskies.
“Recently, I have supported the launch of Outwalker, a new and unique Irish whiskey brand launched last year, from its inception and design to launch stage, including sourcing the wet stock, dry goods and advising on commercial plans for UK, Ireland and Europe.
“Saltire Rare Malt is a new independent bottler of Scotch whisky that I have advised prior to its launch at the Spirit of Speyside Festival 2024 and we are currently building its distribution footprint across Europe, Latin America and Asia after selling out on the initial launch bottlings of their exclusive selection of single malts released to date.”
De Almeida says that he also helped a well-known world whisky company to enter the duty free channel by reviewing their commercials, suggesting a suitable range strategy and introducing them to route to market options.
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Taking European brands to South America
While de Almeida has lived in Scotland for more than 30 years, he is Brazilian, and still has a deep connection to his country of birth. He tells TMI that he wants to bring these two worlds together by introducing some brands in South America that the consumers there would not otherwise be exposed to.
“Living in the UK, I have been fortunate enough to have sampled some wonderful whiskies from well-known whisky brands as well as smaller distilleries and independent bottlers. So I can appreciate the frustration of many whisky consumers in South America, with the dominance of the larger drinks groups and the lack of diversity of whisky brands and products available locally, in particular for Brazilians, many of whom love to drink whisky.
Inside the Cask Ltd’s initial project in the South America region is with a Uruguay/ Brazil border operator selling to Brazilian consumers with multiple stores and presence in cities such as Rivera (Uruguay) and Uruguaiana (Brazil).
“My goal is a simple one, to bring more whisky diversity to South America and I am currently working on refining the model with an operator on the Brazil/ Uruguay border. I am hoping to be able to soon offer this service to selected duty free operators in the region as well as some domestic markets in South America through partners.”
And de Almeida says the response to these lesser known brands has been positive by both the operators and South American whisky lovers.
“The sales to date have been strong and we are already working on the next order, with a growing number of whisky suppliers from the UK, who are able to reach South American consumers for the first time. Clearly, we will need to support the operators with sampling and education to grow the demand for these products with consumers.”
De Almeida says this will not be an overnight success story on the borders of Brazil, but he sees long-term potential as he brings more new brands to the region.
“Some border stores are more willing to engage and offer a diverse range than others and this is very much a medium- term project. Developing economies such as those in South America require a patient approach and I have been fortunate to find plenty of support also from the distilleries and independent bottlers in the UK,” he says.
“It was fantastic to be in Uruguay and hear first-hand that most of the stock had been sold as it hit the shop floor, due to the diversity of offer available. I have also been pleased to see online, the subsequent reaction of Brazilian whisky consumers drinking and commenting on the whiskies brought to the region by Inside the Cask Ltd.”
Besides his consultancy, de Almeida manages his own website, Inside the Cask, where he shares his insights, knowledge, jobs and passion for the drinks industry. He has also been selected as a jury member for prestigious awards such as the Spirits Selection by Concours Mondial de Bruxelles (Belgium 2021, Guadeloupe 2022, Italy 2023, China 2024) and the Scottish Whisky Awards (2024).
“I am open to non-executive director roles and other opportunities where I can leverage my expertise and network to create value and growth for drinks brands worldwide,” says de Almeida.
Andre de Almeida can be contacted at andre@insidethecask.com
