Glasgow start-up hopes to disrupt whisky market with blend inspired by cult novel No Mean City

A Glasgow-based entrepreneur is aiming to disrupt the whisky market and inspire a new generation of drinkers to enjoy blends with the launch of his new brand.

Whisky aficionado T Yildirim, who has spent over 25 years working in the hospitality trade, spotted a gap in the market for a blended whisky that can ‘hold its own as a dram’ but also that was versatile enough for inclusion in a cocktail.

The result, No Mean City Whisky, is inspired by the cult-classic Scottish novel No Mean City, which captures Glasgow’s raw, gritty 1920s underbelly and the colourful characters that defined it.

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T said: "With No Mean City Whisky, we wanted to create something that appealed to a slightly younger crowd. The price point is accessible and the use of the blend within the cocktail means you get that lovely warming whisky essence, but it's still very drinkable and enjoyable for those who are maybe exploring a little or who want to introduce their pallet to more complex whisky flavours.”

As younger generations explore this complex spirit, and with the rise of celebrity drinkers and immersive curated experiences such as the Johnnie Walker Experience, T said he found it is clear there is an appetite and, indeed, a market for a cooler accessible whisky blend.

Yildirim has worked in collaboration with expert distillers Ian Macleod, who are the distillers behind brands like Glengoyne, Tamdhu and Smokehead to create the whisky, and teamed up with renowned mixologist Matt Lynn to create a series of limited edition cocktails, one of which puts a quintessentially Scottish spin on a classic Mojito, swapping the rum with No Mean City whisky and the soda for Irn Bru in this beloved class cocktail.

The spirits entrepreneur said: "The Glaswegian spirit is so gritty, bold and real, and it's captured perfectly in the book No Mean City. We don’t shy away from who we are, and neither does our whisky.

"We are a blend, an extremely good one and I’m proud of what we have created. One of the things I love about Glasgow and that is a very important strand for me in the development of No Mean City Whisky, is our flair and success within the arts and culture sector. We commissioned renowned Scottish artist Michael Corn to design the artwork for the whisky bottle and it's a real showstopper on any bar shelf. It looks glorious and it tastes even better on its own or in a cocktail.

"We really hope that we can capitalise and bolster a new generation of whisky drinkers, it’s our national drink and we want to evolve and tap into this dawn of whisky, where a blend is embraced for its versatility, to the bold to the brave, just like Glasgow’s spirit.”

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