In conversation with DISCUS: Watch the webinar

In a recent "Ask the Expert" webinar hosted by the Distilled Spirits Council of the United States (DISCUS), 

 joined whiskey aficionado and brand ambassador Nate Woodruff from 

 to discuss the growing disconnect between what whiskey drinkers value and how distilleries deliver. What emerged from the conversation was a clear case for 

why digital transformation is a necessity in modern spirits production today

, and why the romantic narratives surrounding whiskey making are becoming harder to sustain in the challenging conditions producers face today. We sum up where the conversation headed in this blog.

To hear the complete conversation and find out how digital tools are reshaping whiskey making, w

. As members of DISCUS, we’re committed to supporting these kinds of industry-wide conversations, sharing insight, championing innovation and highlighting practical ways producers can thrive through better systems, smarter decisions and a more connected spirits ecosystem.

Stuart starts by pointing out that whiskey's romantic narrative often masks a tough reality. Production is labour-intensive, variable and often still tracked with outdated methods such as paper records and legacy systems. "Marketing tells the story, but production is the hard graft," he said. "It’s long hours, complex decisions, and tough trade-offs. Consumers love copper stills and warehouse tours but behind the scenes, it's relentless."

And that complexity is growing. With categories like American Single Malt on the rise and consumers demanding more traceability, the pressure is mounting for producers to track not just compliance data, but every decision influencing flavour, consistency and quality. Consumers want to know what they’re buying and its full history.

Nate adds by saying: "Whiskey drinkers today are better informed. They’re not just buying a bottle, they’re buying into the process. They want to know what’s behind the label."

"The more transparent you are, the more trust you build. It’s not just about flavour anymore. It’s about knowing the story behind what you’re drinking."

Stuart emphasised a major shift in distillery operations with the move from compliance-driven recordkeeping to insight-driven decision-making. "It used to be about just ticking boxes for the TTB or HMRC, now it’s about using real-time data to spot issues early and improve performance. Distillers want to ask: ‘What’s going wrong, and how can I fix it before it costs me?’"

Proof 8 is designed precisely for that. By tracking and connecting data across raw materials, production processes, maturation and ownership, distilleries can make proactive decisions, not just reactive ones. Whether it’s identifying an underperforming fermentation, tracking wood extractives, or understanding proof losses over time, these insights are now critical for operational agility and product consistency.

Barrel ownership, and the way technology has transformed this part of whiskey making, was a big discussion point. At the centre of this was Proof 8’s Digital Deeds, an innovation that has been 

shortlisted in the DISCUS Innovation Showcase

 as one of just six standout innovations.

"We’re still seeing fraud in paper-based systems. One cask, multiple owners. That shouldn’t happen in 2025," Stuart said.

"With Proof 8, every cask gets a secure digital ID, what we call a 

. It’s tracked on blockchain, assigned to an owner, and tamper-proof. You can’t duplicate it, you can’t lose it. It’s the future of trust in this industry."

As production becomes more varied and craft-oriented, tools like Proof 8 allow producers to capture data including tasting notes, and batch-specific characteristics directly in the system. This means that when a distillery releases a small batch or single cask, they can point to a detailed history of every input and every outcome.

"Your master blender might have an amazing nose," Stuart said, "but it needs to be recorded. If we don’t digitise this knowledge, we lose it. That note you made two years ago matters when you're trying to understand what's in the bottle today."

For distillers looking to scale, experiment, or simply reduce risk, the message was clear: your data is one of your most valuable assets. And if it’s still buried in spreadsheets or paperwork, you’re at a disadvantage.

What whiskey drinkers want from producers

Speaking from the consumer point of view, Nate Woodruff echoed many of Stuart’s points. "We’re entering a new era where craftsmanship and transparency are what whiskey lovers want," he said.

"I don’t just want to know what’s in the bottle, I want to know where the grain came from, how long it fermented, who coopered the barrel. Give me the detail. That’s what makes me care."

Nate added: "A great label gets you off the shelf. But what really builds loyalty? It’s showing people that your whiskey has a story and that you actually know what went into it."

The spirits boom has given rise to thousands of new producers, but as Stuart said, "The future belongs to those who treat their operations as both craft and science."

Digital systems like Proof 8 are essential for staying transparent, competitive and connected to what whiskey lovers truly value.


Find out more about what to look for when 

choosing a distillery and warehouse management system

"We’re entering a new era where craftsmanship and transparency are what whiskey lovers want.

I don’t just want to know what’s in the bottle, I want to know where the grain came from, how long it fermented, who coopered the barrel. Give me the detail. That’s what makes me care” 

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What whiskey drinkers want vs. what distilleries deliver

What whiskey drinkers want vs. what distilleries deliver

More from Proof 8

Platform

Marketplace

Connected Products Coming soon

About

Team

Careers

What whiskey drinkers want vs. what distilleries deliver

More from Proof 8

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