This PR Life is a new series by PRovoke Media where we profile people in and around communications as an industry and find out more about what they do and what makes them tick. Today, we are chatting with James Bunting, founder of New Make Communications, a communications consultancy for the drinks industry with a focus on product expertise. 

He is also the co-founder of Positive Drinks Co, an alchol-free drink brand in the UK.

PRovoke Media: In a nutshell, how would you describe your role in comms to someone who has no idea what it entails?

James Bunting (JB): I help whisky brands to tell their stories in compelling ways. Whisky can get very technical very quickly and, if you're not a die-hard fan, that can be a bit overwhelming, so I work with my clients to help them frame those stories in a way that is digestible for the non-wiskey nuts out there, but also make sure that it plays to the whisky community as well.

PM: Is there anything about your role that your colleagues don’t get?

JB: I do whisky judging and that just continually blows the minds of people who don't work in the space. How you can sit down and taste 20, 30, 40, 50, sometimes 60 whiskies in a day and assess them. That is quite unusual but a lot of fun.

PM: What is the highlight of your job that always puts a smile on your face?

JB: Going to distilleries and spending time with the people that actually make the product. Seeing first-hand the subtle nuances that each distillery adopts to make their spirit a little bit different to everybody else's. Some of these distilleries go back centuries, some are going back decades, some are just going back months but it’s all equally interesting seeing how everybody's doing things slightly differently.

PM: Which country do you work in and what is it like working there?

JB: I work in the UK, which is obviously ideal for Scotch whisky businesses.

PM: What’s the first thing you do when you step into the office to kickstart your day

JB: The first thing is always black coffee and reading the news.

PM: What are three must-have items in your work bag that you can't live without?

JB: My headphones for listening to music or podcasts whilst on the move or taking calls out and about. A notebook to keep me on track. And a bottle of water in case I need to start tasting whisky.

PM: What’s your go-to office lunch that never fails to brighten your day?

JB: I work near a really good bakery in Bristol called Mark’s Bread so if I'm having a tough day, going in there and just taking some time out to get a really good sandwich on freshly made bread is an absolute treat.

PM: What is it about comms that draws you in and keeps you passionate?

JB: There's just so many stories to tell, especially in whisky. From the people, the places, the products. I never get tired of unearthing new stories, retelling the old ones and learning more and more about the industry.

PM: If you weren’t in comms, what would you be doing?

JB: I would be teaching people about spirits. Alongside my PR work, I'm also an educator for the Wine and Spirits Education Trust (WSET), so I get to teach people about whisky gin, rum, tequila and more. 

PM:  What’s the first thing you do to unwind when you clock off for the day?

JB: It's quite a cliche, but a gin and tonic after a day of work is always the answer. I will very regularly sit down with a nice whisky that I can savour and enjoy too.