Joel is a drinks writer, commentator and strategic & creative consultant to the Scotch whisky industry, who aims to enliven the category to new and old consumers alike through a number of different avenues. His website Caskstrength.net provides stimulating and youthful, yet highly educated content about both new releases and past bottling to a substantial worldwide readership. His writing work extends to both consumer and industry-facing publications in the UK and abroad.
Joel has hosted over 400 Scotch whisky tastings with audiences as diverse as investment banks and leading lights in the music industry and has appeared on both radio and television in the UK and abroad to discuss Scotch whisky. He has also, through his company Caskstrength Creative, worked on New Product Development on a number of highly successful Scotch releases as well as developing and copywriting marketing campaigns as well as selecting and released his own single malt, single cask whiskies, as part of an ongoing series of bottlings.