In this edition of Five Questions, we catch up with Chris Crosbie, the CEO of B.R. Distilling, which is the parent company of Blue Note Bourbon.

The former long-time Diageo executive first joined B.R. Distilling in spring of 2024 as vice-president of sales, and he was named CEO this fall. He also had previously been employed at tequila producer Altos Planos Collective.

Let’s get to the questions:

What was your gateway whiskey – the one that made you love whiskey?

As a native of Scotland, whisky was part of my world long before it became a career. I began my professional journey there as well, and with several family members working in the industry, it was always close to home. My true gateway was Johnnie Walker, it was the first whisky that made me appreciate the balance between heritage, craftsmanship, and accessibility. My passion for American whiskey really took shape when I was part of the relaunch of Bulleit Bourbon in the UK. Working closely with Tom (Bulleit) and the wider team was an incredible experience, and it gave me a deep appreciation for the versatility within American whiskey. I’m incredibly proud of the Bulleit brand’s evolution and the global presence it has achieved since those early days.

What is your favorite aspect of the whiskey industry?

Even though there are many competing companies in the space, I love how the industry still comes together. There’s a genuine sense of community – we can all sit down, enjoy a drink, laugh, and share stories. That combination of competition and camaraderie, mixed with deep heritage and craftsmanship and lifelong relationships is what makes this industry so special to me.  

What trends do you believe are forthcoming in the spirits industry?

We are entering a very experience-driven phase in the spirits industry. We will see continued premiumization, but with smarter, more engaged and more selective consumers. I also expect growing interest in finished and flavored expressions, including honey, which we at Blue Note have seen firsthand with two incredible releases in 2024 and 2025. We’re continuing to up our innovation game, so watch this space. At the same time, people are looking for authenticity in the story behind the brand, and that story will increasingly be brought to life through experiential marketing.

Other than Blue Note, do you currently have a favorite bourbon, whiskey or other spirit?

With Blue Note, we have such a great range of flavor profiles that I rarely find myself looking for something else. That said, I’ve been fortunate to have had a long career in portfolio selling, which forced me to develop a very varied repertoire. I can really turn my hand to most categories and always find something I enjoy, whether it’s a great bourbon, a well-crafted whisky, or another quality spirit. I have, however, developed a real love for tequila after being involved with Mijenta from its concept stage. It is truly exceptional liquid, built on strong values and craftsmanship, and I’ve been proud to be part of that journey as well.

Neat, rocks or cocktail? 

I’m a strong believer that whisky should be enjoyed however you like it, there are no rules. For me, it really depends on the occasion. One day I’m perfectly happy enjoying it neat, taking the time to understand and appreciate the liquid, and the next I’m just as happy enjoying a great cocktail with friends. That said, I do have a soft spot for an Old Fashioned served over a giant cube.

Read more: Five Questions with Gin Distiller PJ Rigney

About Five Questions

Five Questions is a series on Fredminnick.com in which professionals in the whiskey business offer insights into trends, favorite spirits and more.