Joel Harrison is an award-winning drinks writer, presenter, host, and creative consultant with a reputation for shaping conversations and trends across the global drinks industry.

 

Did you have a career before becoming a drinks writer?

“I did indeed. I was an A&R executive for a decade, discovering new artists, signing them, helping to make their records and managing the process of the artist becoming a brand. I started my own record label in Oxford, then managed some bands before being asked to join Universal Island Records in 2000. It was a brilliant time, and we had an amazing roster that included Amy Winehouse, Keane, PJ Harvey and a host of others”

What’s the most unusual drink you’ve ever tried?

“Probably any cocktail that dares to use cheese in the mix. It never works out well, and I’m still yet to discover a good one. The closest I’ve had is a Norwegian brown cheese stuffed olive in a drink at Himkok in Oslo. But then I am half Norwegian, so love this native toffee-style cheese. Anyone reading this can reach out if you’ve had a good cheese-based cocktail, please.”

With so much change in the drinks landscape – from low-ABV to premium
RTDs – what trends do you think will define the next year?

“The trends for me that I have an eye on, are drinks with benefits. The addition of electrolytes or vitamins in drinks, is always a winner. And high quality ‘ready to drink’ cocktails that are not just sports drinks with booze in. I’m talking well-made martinis, Manhattans and the like, to grab and go.”

You’re a renowned whisky expert, so we have to ask, do you have a favourite, or is that an impossible question?

“My favourite whisky is usually the one I’m drinking next! But yes, to choose just one is hard. Whisky has such a spectrum of flavour, across a number of countries, it is always hard to pick just one out. But I am partial to a wisp of smoke, so that usually leads me towards the Scotch section of a drinks menu.”

What’s your indispensable drinks item?

“Always ice. I have a saying: if you run out of ice, you run out of party. It’s the quiet backbone of everything. Cocktails, highballs, even the simplest pour. With ice, you can improvise. Without it, you’re stranded. So if you’re hosting, order more than you think you need. It only ever turns to water if you don’t use”

What makes a great bar?

“It starts simply: a glass of water the moment you arrive, and the quiet understanding that it will keep coming, freely poured, no questions asked. It’s a small gesture, but it tells you everything.”

 

Visit Joel’s website: thedrinkswriter.co.uk
Follow Joel on Instagram: @joeldram