The 50-cap Scotland prop who built a whisky brand between Test matches
Pierre Schoeman marked his 50th Scotland cap on Saturday with a try in a record win over Argentina. Between Tests, he co-runs Against The Grain Spirits — the Edinburgh independent behind Hirundine Whisky, which has launched six Speyside releases in 24 months, from a £75 core malt to a 15-bottle £2,500 decanter. While larger Scotch producers cut production, this two-year-old company is growing on story and provenance. This Saturday, Schoeman faces the world champions in the country he left.
On Saturday in Córdoba, Pierre Schoeman scored in his 50th Test as Scotland posted their highest-ever score in Argentina, winning 47–38. This Saturday he prepares to face the world-champion Springboks in Pretoria — the home city of his first professional club — as co-founder of one of Scotch whisky's fastest-moving young independents.
Against The Grain Spirits, the Edinburgh company he owns with team-mate Duhan van der Merwe and operator David Whiteford, has shipped six Hirundine releases in 24 months. The first sold out within minutes of launch; the newest is a 38-year-old limited to 15 bottles at £2,500 — only four remain.
Hirundine is poured from Buzzworks' 21 venues to The Balmoral, Gleneagles Townhouse and Edinburgh Castle, with 15- and 18-year-old core releases due later this year. As Pierre Schoeman states, "It's not a rugby whisky — it's two migrations, told in Speyside malt."
Trend context
Scotch is in its hardest stretch in decades: the Scotch Whisky Association reports 2025 exports fell in both value and volume, US volumes dropped 15% after tariffs that could rise to 35% this very month, and some distilleries have paused production. The counter-trend is small, direct-to-consumer and story-led — precisely the model Hirundine was built on. The story peaks this Saturday, 11 July: Schoeman's first Test in his homeland since reaching 50 caps, against the world champions at Loftus Versfeld, live on ITV1.
About Hirundine Whisky
Why we exist
We saw a Scotch whisky industry often inaccessible and defined by rigid, unapproachable traditions. Our conviction is that exceptional whisky should be for everyone, fostering genuine connection and telling authentic stories beyond the bottle. We exist to open up this world, making heritage relevant for a new generation.
How we do it
We meticulously source and independently bottle rare, character-driven Speyside single malts, focusing on unique cask finishes and transparent provenance. Our process prioritizes quality over volume, building a community around shared experiences and honest narratives, rather than relying on traditional marketing. This hands-on approach ensures each release is a distinct journey.
What we do
Hirundine Whisky independently bottles characterful Scotch under the 'Against the Grain' collective. Our flagship is a 12-year-old Speyside single malt, American oak ex-bourbon matured, offering vanilla, honey, and citrus notes. We also cultivate a community that blends whisky appreciation with lifestyle and sport, making each release a shared experience.
Why it matters
Hirundine represents a new wave challenging Scotch whisky's traditional gatekeepers. Founded by international rugby stars, we're leveraging a unique blend of sport, community, and independent bottling to democratize access and appeal. This isn't just about whisky; it's about a cultural shift making a heritage industry relevant and inclusive for a global, modern audience.
Who it's for
Hirundine targets a new generation of whisky drinkers: those aged 25-45 who value authentic experiences, quality without pretension, and community. This includes sports enthusiasts, lifestyle consumers, and individuals seeking a modern, inclusive entry point into Scotch, moving beyond traditional, exclusive narratives.
Proof points
• Retail Presence: Hirundine is officially stocked at iconic Scottish heritage sites, including the Edinburgh Castle Whisky and Finest Food Shop and the official Stòr online shop for Historic Environment Scotland.
• Exclusive Limited Editions: The "Hirundine Legacy Edition" (a 15-year-old Speyside single malt) successfully launched with a highly limited run of only 370 bottles, each hand-signed by founders Duhan van der Merwe and Pierre Schoeman.
• Industry Partnership: The brand secured a high-profile two-year partnership with Edinburgh Rugby, establishing Hirundine as a central feature of the club's commercial and community engagement strategy.
Traction & credibility
Founders Duhan van der Merwe and Pierre Schoeman, international rugby stars, have established Hirundine as a respected independent bottler under the 'Against the Grain' collective. Their story was featured on Scran podcast. Early releases leveraged the 'Bevvy' whisky discovery app's image recognition for direct-to-consumer engagement and market data.
Spokespeople
Pierre Schoeman
Founder
Pierre Schoeman is a powerhouse in Scottish rugby—known for his passion, energy, and fan-favourite status. Born in Nelspruit, South Africa, he brings strength, agility, and an infectious spirit to every match, earning respect on the field and a deep connection with supporters off it. That same authenticity defines Pierre’s role within Hirundine. He has a rare ability to connect with people on a genuinely personal level, whether he’s speaking with CEOs, industry partners, or young fans discovering the game for the first time. This openness sits at the heart of the brand. Pierre makes people feel part of the story, helping shape Hirundine into something approachable, considered, and real. Combined with his curiosity and respect for craftsmanship, he ensures every release stays true to its roots while building meaningful, lasting relationships around the world.
Talking points
The human
Scotland Rugby Star Pierre Schoeman Hits 50 Caps While Building Hirundine Whisky
The story
Scotland international Pierre Schoeman earned his 50th Test cap on Saturday, July 4, 2026, while actively co-founding and operating Hirundine Whisky, an independent bottler. This Saturday, July 11, Schoeman will play against the world champions in his home country, South Africa, at the stadium of his former club, continuing to build his entrepreneurial venture during his peak athletic career.
Why it matters
Rugby careers end brutally early, and the post-career cliff is one of sport's quietest crises; this is a second act built in public, during the first. It also punctures the celebrity-spirits cliché: no licensing deal, no agency — founders who pour at their own tastings. And it is a counter-signal in a contracting industry: story-led independence growing while volume Scotch retreats.
Who does it impact
Whisky drinkers and collectors (a £75-to-£2,500 ladder built in two years); rugby fans on both sides of the SA–Scotland divide; business readers tracking athlete ventures and the Scotch downturn; Scottish hospitality, which gets a home-grown story to pour.
Proof points
50th cap + try, 4 July, record 47–38 win (Scottish Rugby) · 100+ caps between the founders · six releases in 24 months · first release sold out in minutes · 370-bottle Legacy · 15-bottle £2,500 38YO, only four remaining · 21 Buzzworks venues · Balmoral, Gleneagles Townhouse, Kitchin, Tattu, Edinburgh Castle · 1,000+ served at The Scotch Whisky Experience · Wooden Spoon ambassador, 5 March 2026.
CTA
Explore the collection at hirundinewhisky.com — from the £75 12-year-old to the final four bottles of the 38-year-old.
Key facts
- Founders
- Pierre Schoeman, Duhan van der Merwe, David Whiteford; Nika van der Merwe and Charissa Schoeman lead brand/community
- Organisation
- Hirundine Whisky (Against The Grain Spirits)
- Milestone
- 50th Scotland Test Cap
- Date of 50th Cap
- 2026-07-04
- Number of Whisky Releases
- Six in 24 months: Hirundine 01 (13YO blended malt, Mar 2024, sold out) · 02 Peated (Jun 2024, sold out) · 12YO core (Oct 2024, £75) · Legacy 15YO (Jun 2025, £150, 370 bottles) · 38YO (Feb 2026, £2,500, 15 bottles, 42.9% ABV — four remain)
- 38-Year-Old Whisky Price
- £2,500
- Legacy Edition Bottles
- 370
- Hirundine Whisky Launch Date
- Circa July 2024
- Hospitality Venues
- 21 Buzzworks venues, Balmoral, Gleneagles Townhouse, Kitchin, Tattu, Edinburgh Castle, The Scotch Whisky Experience
- Total Founder Caps
- 100+
Images
Hirundine Logo
Get in touch
David Whiteford
Founder
Drop me a note and I'll reply by email.