That Boutique-y Whisky Company

What That Boutique-y Whisky Company does

That Boutique-y Whisky Company is an award-winning independent whisky bottler founded in September 2012 and operated as a trading name of Atom Supplies Limited, a private limited company registered in England and Wales. The company acquires single casks and small parcels from distilleries worldwide and bottles them as single cask, small batch, limited edition, and unrepeatable releases, with prices spanning roughly £29.95 for younger expressions to over £995.95 for rare 30+ year old bottlings. Its principal point of differentiation is the hand-drawn cartoon label artwork created by artist Emily Chappell, whose process involves research into distillery folklore and illustration at three times printed scale with digitally added color, giving each release a collectible, story-driven identity.

The company's sourcing footprint is unusually broad for a small team: it has bottled whisky from 79 of Scotland's 95 established single malt distilleries, 6 of 7 operational grain distilleries, several lost distilleries (Port Ellen, Rosebank, Littlemill), 45 new Scottish distilleries, and producers across 20+ countries spanning Europe, North America, Oceania, and Asia. Thematic product series include the World Series, Rye Series, Australia Series, Home Nations, Norwest-Euro Express, Boutique-y Records, Return to Oz, and the 10th Birthday Collection, and the company launched its first permanent Core Selection range in 2023 after more than a decade of exclusively limited releases.

Revenue is generated primarily through one-time bottle sales via direct e-commerce (masterofmalt.com and thatboutiqueywhiskycompany.com, both operated by parent Atom Supplies Limited) and an extensive third-party retail network covering UK specialty retailers (Amazon UK, Berry Bros & Rudd, The Whisky Exchange, Harvey Nichols, Selfridges, and others) and international partners in the US, Australia, Germany, France, Taiwan, Belgium, and Jordan. Distribution is supported by content marketing including the Uncorked Whisky Sessions podcast, blog, and email list. The customer base consists of sophisticated whisky enthusiasts, collectors, gift buyers, and world-whisky explorers seeking rare or unconventional expressions outside standard distillery releases.

Name

That Boutique-y Whisky Company

Legal name

Atom Supplies Limited

Website

https://thatboutiqueywhiskycompany.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

That Boutique-y Whisky Company is an independent bottler, founded in 2012 and operated as a trading name of Atom Supplies Limited, that releases single cask, small batch, and limited edition whiskies with hand-drawn cartoon labels for whisky enthusiasts and collectors worldwide.

Ownership category

akta.pro rank

Product category

Independent Whisky Bottling

NAICS

Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080)

akta.pro primary industry

Alcoholic Beverage Blending, Bottling & Private Label (Non-Distilling) (AFAFAAAH)

akta.pro secondary industry

Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)

Keywords

• Independent whisky bottling
• Single cask whisky
• Limited edition whisky
• Whisky e-commerce
• World whisky sourcing

Headquarters

HQ city

Tonbridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Whisky Product Sales: The company generates revenue through selling independently bottled whiskies. They bottle single cask, small batch, limited edition and unrepeatable whiskies from distilleries worldwide. Products range from budget-friendly releases (£29.95) to ultra-premium aged expressions (£995.95+).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

That Boutique-y Whisky Company is an independent whisky bottler that purchases casks from distilleries worldwide and bottles them as single cask, small batch, limited edition and unrepeatable releases under its own brand. Each bottling carries a distinctive hand-drawn cartoon label created by artist Emily Chappell that tells a story about the distillery, the whisky or the occasion, and the products are sold direct-to-consumer online and through a network of UK and international whisky retailers.

Product overview

That Boutique-y Whisky Company is an award-winning independent whisky bottler specializing in single cask, small batch, limited edition, and unrepeatable bottlings from distilleries worldwide. The company operates multiple thematic product series: Core Selection (new permanent range after 10+ years of limited releases), World Series (craft distillers globally), Rye Series (rye whiskies including first Blended Empire Rye), Australia Series (Australian distilleries), Home Nations Series (England, Ireland, Scotland, Wales), Norwest-Euro Express (Scandinavian/North Europe), Boutique-y Records (music-themed bottlings), 10th Birthday Series, and Return to Oz (Australian rums and brandy). Each release features distinctive hand-drawn cartoon labels designed by artist Emily Chappell. The company has bottled 79 of Scotland's 95 established single malt distilleries, 6 of 7 operational grain distilleries, and various lost distilleries. They also offer an Uncorked Whisky Sessions podcast.

Differentiator

Problem solved

Functional benefit

Brands

• Rye Series: A collection of Rye Whiskies from USA and around the world, including the first ever Blended Empire Rye
• Australia Series
• World Series
• Home Nations Series
• Boutique-y Records
• Norwest-Euro Express
• Return to Oz
• 10th Birthday Collection

Quantifiable outcome

• World's Best Blended Whisky at World Whisky Awards 2015

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Emily Chappell (Artist)coreStrategic or Co-development PartnerEmily Chappell is the exclusive artist creating all hand-drawn cartoon labels for That Boutique-y Whisky Company. She uses a detailed process involving research into distillery folklore, hand-drawing at three times printed scale, and digital coloring to create unique storytelling labels for each bottling.
• Amazon UKminorChannel Partner/ Reseller/ DistributorUK Amazon marketplace seller for Boutique-y whisky products
• Berry Bros & RuddminorChannel Partner/ Reseller/ DistributorPremium UK whisky merchant carrying Boutique-y expressions
• Master of MaltcoreChannel Partner/ Reseller/ DistributorPrimary e-commerce platform and parent company for That Boutique-y Whisky Company sales. Atom Supplies Limited operates both masterofmalt.com and thatboutiqueywhiskycompany.com.
• The Whisky ExchangeminorChannel Partner/ Reseller/ DistributorUK-based online whisky retailer carrying Boutique-y products

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adelphi Distillery: Independent bottler and now distiller that sources casks from across Scotland and bottles limited single-cask releases under the Adelphi brand. Comparable indie bottling model with similar collector-grade positioning.
• A.D. Rattray: Scottish independent bottler producing single cask and small batch Scotch under the 'Cask Collection' and other proprietary series. Comparable indie bottling business model, cask sourcing approach, and limited-edition enthusiast targeting.
• Hunter Laing & Company: Independent bottler founded as a spin-off from Douglas Laing, releasing single cask and small batch Scotch under brands such as Old & Rare, The Sovereign, and Hepburn's Choice. Closely aligned indie bottling, cask sourcing, and series-based go-to-market.
• Signatory Vintage: Independent Scotch whisky bottler known for single cask, cask-strength, and un-chillfiltered releases from a wide range of distilleries. Direct competitor in indie bottling, single-cask enthusiast positioning, and global distribution through specialist retailers.
• Gordon & MacPhail: One of the oldest independent bottlers in Scotland, sourcing casks from a wide network of distilleries and releasing single malt under proprietary labels (Connoisseurs Choice, etc.). Direct competitor in the indie bottling space with overlapping customer base of collectors and enthusiasts.
• Douglas Laing & Co. Family-owned Glasgow-based independent bottler producing single cask and small batch Scotch under brands like Big Peat, Timorous Beastie, and Provenance. Directly comparable indie bottling, sourcing, and limited-edition series model.
• Compass Box Whisky: Independent Scotch whisky maker that buys new-make spirit and casks from multiple distilleries, blends and bottles under its own brand. Closely comparable to Boutique-y's independent bottling model, though Compass Box leans more into blended/whisky maker territory rather than single-cask limited editions.

Others

• The Whisky Exchange: Major UK online specialist whisky retailer and auctioneer that lists and sells That Boutique-y products. An important channel partner rather than a competitor, but useful for benchmarking D2C-style whisky retail economics and indie bottler distribution in the UK.

Broad incumbents

• Berry Bros & Rudd: Historic London wine and spirits merchant with a significant independent bottling arm (including casks bottled for their own ranges). Larger and more diversified than Boutique-y, but directly comparable as a UK-based indie bottler and retailer stocking Boutique-y products.

Emerging players

• Cotswolds Distillery: English whisky distillery producing premium single malt and sourcing/bottling in limited releases. Comparable in craft positioning and use of themed series with storytelling, though Cotswolds owns its own stills rather than acting purely as an indie bottler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/BoutiqueyWhisky
• LinkedInlinkedin.com/company/that-boutique-y-whisky-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about That Boutique-y Whisky Company