The Whiskey Is Only Half the Story

Lia Niskanen, founder of Barrel Strength Talent

Once upon a time, a distillery tour and tasting meant a quick walk past some copper stills, a sip of whatever was on hand, and a nudge toward the gift shop. Today? You might find yourself pairing bourbon with hand-brewed Chinese teas, learning to hoop your own barrel, or tasting moonshine straight from the still before climbing into a Mercedes Sprinter van bound for three more distilleries across Brooklyn.

This is the world of Barrel Strength Talent, founded in 2022 by whiskey educator and industry veteran Lia Niskanen. After more than a decade inside the distillery world developing tours, tastings, and private events at Brooklyn’s acclaimed Kings County Distillery and beyond, Niskanen realized that drinkers were thirsty for more than what came in the glass. They wanted the story behind it, the ritual of learning, and the chance to experience whiskey with all their senses.

@barrelstrengthtalent

“People appreciate the opportunity to unplug, slow down, and get in touch with their memories, their palate, and foods they enjoyed as children,” says Niskanen. “It gets people talking and is quite a lot of fun.”

The concept behind Barrel Strength Talent is loosely based on that of a highly curated talent agency for whiskey brands and industry professionals. Sometimes, Niskanen herself leads a session; other times, she brings in distillers, master blenders, or cask investment experts from her deep industry network. Clients can expect highly customizable experiences: bourbon versus rye face-offs, Scotch masterclasses, or global whiskey flights highlighting bottles from more obscure whiskey-making locations such as Denmark, India, or Scandinavia.

Fort Hamilton Distillery Tasting @barrelstrengthtalent

Niskanen’s credentials underscore her authority. She is the only New York City-based course provider for the Edinburgh Whisky Academy, teaching professional certifications in Scotch, Irish whiskey, sensory evaluation, and the emerging category of American Single Malt. “I thoroughly guide people through the process of nosing and tasting whiskey as a professional, it’s very mindful,” she says. “Whiskey has such a fantastic history and the whole process is fascinating.”

Edinburgh Whiskey Academy @barrelstrengthtalent

And then there are the collaborations. A side-by-side tasting with Tea Drunk founder Shunan Teng (one of the world’s foremost authorities on Chinese tea) drew the parallels between oolong leaves and single malts, history and terroir. At another event, master cooper John Cox guided guests through the history of barrelmaking before letting them hoop a cask themselves. “People love these experiential stops,” Niskanen says. “It helps them understand why whiskey tastes the way it does.”

@teadrunk

Climate, geography, and agriculture extend to her tastings, too. Niskanen delights in comparing Kentucky’s big-name bourbons to upstart bottles from states like Texas or Iowa, framing terroir as a way to better understand American whiskey. “I love Kentucky whiskey, but I also love enlightening people about the wider world of whiskey in the United States,” she says. And with the recent official recognition of American Single Malt Whiskey, she sees a whole new category ready to reshape the landscape. “It’s the first new American whiskey category in over 50 years,” she notes. “It puts American whiskey makers on the same footing as single malt whiskey makers in Scotland, which is one of the driving forces behind whiskey in the world.” Niskanen also notes that this will help people to better understand the terroir of American whiskey because makers will be using their own local grain and water sources, which means that their product is going to be impacted by the climate, geography, farming, and agriculture. 

The curiosity isn’t confined to America. Niskanen has curated tastings of Danish whiskey, paired with Danish snacks, inside the flagship furniture house Carl Hansen & Søn. She points to rising scenes in India, Scandinavia, and beyond: “Whiskey is going global in exciting ways, and people want to taste that story.”

The through-line is clear: whether it’s a moonshine face-off in Brooklyn, a day-long luxury distillery trail, or a curated flight of Danish single malts on 57th Street, the experience is just as important as the liquid in the glass. 

King's County Distiller's Proof Moonshine Whiskey Aging Kit

As Niskanen puts it, “My experiences are all about relevance and connecting history, because whiskey is experiential and people find it satisfying to have a point of reference when learning something new.”

Barrel Strength Talent: Custom Whiskey Events and Experiences (Worth a Pour)

Here’s a snapshot of the custom events and experiences Barrel Strength Talent can organize. 

Whiskey Meets Tea: A curated side-by-side tasting with Tea Drunk, pairing rare Chinese teas with whiskies that share complementary tasting notes.

Secrets of the Cooper’s Trade: In collaboration with master cooper John Cox, guests learn the history of barrelmaking and even hoop a barrel themselves.

Brooklyn Distillery Trail: A luxury day trip across four Brooklyn distilleries via Mercedes Sprinter van or Escalade, complete with tastings, tours, and a BBQ brunch.

EWA Certification Courses: As Manhattan’s only course provider for the Edinburgh Whisky Academy, Niskanen teaches certifications in Scotch, Irish whiskey, sensory evaluation, and the emerging category of American Single Malt.

---

Lia's SecondsPls Picks

• "One of my favorite things in the entire world to imbibe is to have a beautiful single malt whiskey accompanied by freshly shucked oysters. When you’re done with the oyster, pick up the shell with some of the juice and before you drink the remaining juice, pour a few drops of the single malt into the shell and drink the smoky Scotch with the briny oyster. It instantly puts you right on the shore having a bonfire and places you in this oceany, maritime world that fills your whole being with sea salt, brine, and seaweed. It’s an experience, but takes you to a place immediately." (Caol Ila single malt is her go-to.)