｜How the brand started? Fulfilling a dream

Joren Nuyts has been passionate about whisky for a long time. He has always enjoyed the atmosphere of whisky clubs and whisky festivals. At the end of 2020, his girlfriend’s cancer progressed to the final stage and made him realise it’s time to do what he really wants to, which is starting an independent bottling brand. He founded The Roots in 2022.

｜Cask Selection - quality matters

Joren thinks cask selection is what differentiates one independent bottler from another, where a bottler leaves its mark. Therefore he thinks every cask should meet high standards, especially in balance and tastes of tropical fruits.
Since the brand’s inception, it has released three to four high quality bottlings. His main ethos: quality over quantity.

｜Brand Ethos

The brand name, The Roots, represents Joren Nuyts’ desire to lay down roots in the world of whisky. By respecting whisky’s roots and traditional ways, this is what this brand is all about. Without its roots, there are no grape vines, barley or sugar cane.

｜Label Selection

The labels often depict Joren’s feelings when he’s doing the tasting or features of the distillery. For example, the label for the rum bottling from Bellevue is a lady with a butterfly in front of her, representing the multiple layers of tropical atmosphere. The label for the Ledaig bottling shows the ocean and multi-colour houses in Isle of Mull. The Roots believes that high quality liquor should be paired with high quality labels. Joren enjoys drinking great quality spirits and loves looking at his liquor cupboard.