Behind the Modern Face of Whisky with Christina Kernohan
Award-winning photographer Christina Kernohan is the vision behind the lens of our second Modern Face of Whisky image library. Here, she tells Becky Paskin about telling stories through photography, her vision for the collection and why diversity in imagery is so important.
When it came to choosing the right photographer to capture our second Modern Face of Whisky collection, the answer was obvious. Christina Kernohan, a Glasgow-based portrait and lifestyle photographer, has been making waves in the whisky industry with her commercial work for various producers including The GlenDronach, Isle of Harris Distillers, Bacardi and Cointreau.
Undoubtedly the most prolific project Kernohan is known for is The Macallan’s Reach 81 Year Old, a series of photographs captured to celebrate the oldest release from the Speyside distillery in 2022. Since then she has also travelled the UK with whisky author Dave Broom to capture imagery of both people and places for his latest book, A Sense of Place: A Journey Around Scotland’s Whisky.
It was this beautiful collection that made her the perfect photographer for the Modern Face of Whisky. Kernohan’s ability to capture enticing stories and alluring personalities through still pictures was exactly what we were looking for for our image library. It also helped that she’s partial to a few drams.
Food with friends: Whisky is shown as the perfect accompaniment to a festive dinner (credit: Christina Kernohan, Modern Face of Whisky)
What first inspired you to be a photographer?
“I first picked up my dad’s camera when I was about eight or nine and began shooting macro photos of flowers in my mum’s garden. I loved the excitement of waiting for the film to be developed to see what I’d captured. And I still do, there’s still so much magic in the process.
“I dabbled throughout my teens but I didn’t pick the camera up properly again until I was at Art School. I studied at GSA initially thinking I wanted to be a graphic designer. I’ve always thought visually and using a camera became the most immediate way I could tell stories and show feelings of place, so the graphic design got pushed aside and I concentrated on photography.
“I’m fascinated by people and their stories, there’s nothing better than meeting an expert in their field, whether that be an obscure hobby or their job, finding out what it is they love and immersing yourself in it to help tell their story. My most interesting projects to date have allowed me to do just this.”
What have been some of your most memorable projects so far?
“I shot a project for The Macallan, ‘The Reach 81 Year Old’, that had me travelling around the UK photographing the makers, bronze caster, artists, glassblowers and distillers involved in the whisky to create a bank of images and limited edition book to go along with the bottle. The Macallan gave me complete creative freedom which meant I was without limitations and could shoot both digitally and on film for the project – a joy. My images were exhibited alongside Nadav Kanders’ at the distillery, which was quite a career highlight. A portrait from the project was one of the winners of British Journal of Photography's Portrait of Britain Award this year which was a lovely surprise.
“Another project I’m very proud of is a book I did with Dave Broom, A Sense of Place: A Journey Around Scotland’s Whisky, where we travelled across Scotland over two years capturing stories of people and place and why each is integral to making whisky what it is. Again, given the freedom to shoot how I wanted and really feel like my photographs were enhancing the writing and vice versa. It felt like a true collaboration with a man who has become a firm friend.
“A notable, more challenging and powerful shoot was for SARCS (Sexual Assault Referral Centres), where we photographed several actors to go along with a hard hitting campaign on sexual violence – really important work with a great creative team.”
Straight or Mixed: Whisky shown as a spirit suitable for various party-worthy serves (credit: Christina Kernohan, Modern Face of Whisky)
What do you love most about photography?
“The power of images to elicit an emotion and being able to distil the essence of a story over a short series of shots feels like both a privilege and a challenge. There’s a lot of problem solving in every shoot; no two are ever alike. Being pushed to think on your feet is a real adrenaline rush and helps keep things fresh and interesting. I love that it’s always a collaboration, between you and your subject, or you and your creative team. It’s rarely a solo effort.”
What inspired you to partner with the OurWhisky Foundation for the Modern Face of Whisky project?
“When I was approached about this project it was a quick conversation of how we’d make it work and then the planning started. I’m aware of and have experienced bias and stereotyping within the whisky industry so I didn’t want to turn down an opportunity to be involved in trying to do something to counter it.”
What was your vision for this photography collection, what look and feel did you want to achieve?
“On discussing the art direction we wanted to create a believable story, a group of friends coming together for a celebration, friends of differing ages and ethnicities – a true-to-life scenario. We wanted the styling to be fun and colourful, the location somewhere that didn't have a stuffy stately home feel (nothing overtly Scottish), nor a modern hotel – we wanted a space that felt grand, special but contemporary, homely and fun. Basically where we'd like to have a party!
“We talked through a series of gifting stories, a party scene and genuinely listened to Christmas and party tunes throughout the day with a New Year countdown for the 'bells'. Everyone brought great energy and my face hurt from smiling at the end; it's always a team effort and we had a fabulous team that enabled us to get the shots we did.”
Festive occasions: Demonstrating how whisky can make the perfect gift (credit: Christina Kernohan, Modern Face of Whisky)
How important is showcasing diversity in imagery?
“It’s vital, across the board and particularly in whisky to counter the white, old man elitist energy it still often displays. We’re in a world where white men still call a lot of the shots and yes, this is changing but the majority of art directors and those high up in the drinks industry remain older white men, some with rather traditional views and outlooks.
“As a white, cisgender, heterosexual, able-bodied woman, I am used to seeing myself represented in the media, but not everyone does and that needs to change. As an image maker I undoubtedly have my own unconscious bias which I am constantly questioning so as not to add to the problem and I think the industry should go further with employing more POC photographers and making sure we are as inclusive and diverse in terms of our crew and the models we use.”
Do you agree that better representation of whisky drinkers in the media can help dispel myths surrounding who enjoys whisky?
“Absolutely, but this needs to go along with the stories being told. I hope these shots give the media more positive images and stories to showcase. So much has been done over the last number of years to push whisky into a more modern context in a positive way, but I wonder if being involved in the industry a little myself I’m in a bit of an echo chamber. Outwith this, I know there is still a lot of traditional stereotyping and behaviour that isn’t acceptable towards women in regards to whisky.”
What does the Modern Face of Whisky project mean to you as a whisky lover?
“It’s often assumed that I know little about whisky, or it’s a surprise when I show an interest, ask informed questions or display some knowledge. Whisky is delicious and varied, the process is fascinating and the people involved in its making have stories for days, which as a photographer is wonderful. So I’m all for helping dispel archaic ideas of who whisky should be drunk by and pushing against the system. It’s beyond time that these attitudes change.”
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