Many emerging spirits brands struggle to stand out in a saturated market dominated by tradition, legacy names, and generic storytelling. With consumers increasingly seeking authenticity and connection, how can a new whiskey brand capture attention and create community without compromising originality or flavor?

Aidan Mehigan, a former London-based trader turned whiskey entrepreneur, shares how he embraced disruption in the industry by crafting an Irish whiskey with an American twist. Drawing from his background in food and beverage, he explains the power of rejecting tired branding tropes — like surnames and regional references — in favor of a bold mascot and unique voice. He emphasizes building a story-first brand rooted in fun, rebellion, and connection. Aidan also recommends that founders lean into distinctive experiences, creative risk-taking, and honest mistakes to deepen engagement and build lasting loyalty.

In this episode of the Firebelly Social Show, Duncan Alney talks with Aidan Mehigan, Founder and CEO of Natterjack Irish Whiskey, about building a bold spirits brand from scratch. Aidan shares how personality-driven branding fuels growth, his process for crafting a distinctive whiskey profile, and the importance of real-life community-building. The conversation also touches on market disruption, creative marketing, and the value of optimism.

Here’s a glimpse of what you’ll learn: 

• [2:17] Why Aidan Mehigan left a successful trading career to start a whiskey brand
• [6:55] Natterjack Irish Whiskey’s strategy for attracting non-Irish whiskey drinkers
• [8:22] The story behind choosing the toad as Natterjack’s symbol
• [11:39] How investor criticism helped clarify the brand’s unique positioning 
• [16:30] What sets Natterjack’s triple-distilled, American oak–finished whiskey apart
• [19:30] Launching a surprise whiskey that became a standout release
• [21:52] Building community through real human connection — not screens or sales tactics
• [29:23] Tips for work-life balance
• [33:25] Aidan’s approach to staying optimistic and resilient during startup chaos

About Aidan Mehigan :

Aidan Mehigan is the Founder and CEO of Natterjack Irish Whiskey, a company dedicated to crafting unique Irish whiskey by blending traditional Irish and American aging techniques. In less than five years, he transformed Natterjack from a startup into an internationally recognized brand, now available in 16 US states and 13 global markets. The brand’s excellence was acknowledged when it was named Best Irish Whiskey 2024 in The Whiskey Bible. Before venturing into the whiskey industry, Aidan had a successful career as a hedge fund trader in London.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Aidan Mehigan on LinkedIn
• Natterjack Irish Whiskey
• Grant Hemingway on LinkedIn

Quotable Moments:

• “You can’t change an industry in any way if all you do is what everyone else has done.”
• “Drinking is great fun, right? It’s not about looking cool. It’s about the experience with people.”
• “If you lean on tradition too much, you’re a backward-looking company rather than a forward-looking company.”
• “The toad is the person you want to go drinking with, that person who you’re like, yes.”
• “One thing everyone in the world can relate to is a mistake. That’s it.”

Action Steps:

1. Build a brand around authenticity, not legacy tropes: Avoiding overused surnames and place-based labels helps connect with modern consumers seeking originality and meaning.
2. Design your product for a new audience, not the old guard: Focusing on non-traditional whiskey drinkers instead of converting legacy brand loyalists expands your market reach.
3. Let your mistakes guide innovation: Acknowledging missteps like accidental blends can turn them into your strongest products and marketing tools.
4. Invest in community, not just customers: Building relationships with local retailers, reps, and consumers fosters brand loyalty and organic growth.
5. Embody your brand’s personality in everything you do: A bold, consistent character like the Natterjack toad makes your brand story more memorable and engaging.