Sam Heughan, Spirit of Scotland

For actor, author, and spirits entrepreneur Sam Heughan, the past decade has been defined by a single name: Jamie Fraser. The Highland warrior at the heart of “Outlander” has become one of television’s most enduring characters: romantic, resilient, and rooted in Scotland’s cultural imagination. But as the eighth season draws to a close on Starz, Heughan finds himself at a turning point. “It has been 12 years playing this character, a quarter of my life,” he reflects. Shooting the final episodes was emotional, as the cast said farewell to locations, fellow actors, and crew. “Looking back, what an amazing job it was, and what a wonderful experience to work in Scotland,” says Heughan. “People will always revisit this show; it’s something that will live on forever.”

In “Waypoints,” Heughan’s 2022 memoir, he describes the challenges he faced trying to break into the acting industry after drama school. He held down numerous temporary jobs, including bartending, while attending countless auditions in London and Los Angeles. “It’s about persistence and luck,” he says. Then his big break came when he was cast as Jamie Fraser, turning him into a household name. He credits Diana Gabaldon, author of the “Outlander” book series, for capturing the public’s imagination, but also understands what made Jamie Fraser resonate so powerfully with fans. He’s an iconic character; Heughan says, “Jamie is stoic and heroic, but he’s got great emotional intelligence. He can be funny, tempestuous, and impulsive.” Scotland is also a major draw, showing a romantic world within pivotal historical events. The series sparked a surge in tourism—dubbed the Outlander Effect—as set-jetting visitors flocked to explore Scotland’s ancient monuments, battlefields, and historic buildings.

For the role, Heughan had to master horsemanship and swordsmanship, hone his firearms skills with pistol and musket, and deliver lines in French and Gaelic. Jamie Fraser is portrayed over four decades, starting in 1743, ahead of the Jacobite Rebellion, and his character takes part in the battles of Prestonpans, Culloden, and Saratoga. Heughan has some mementos from the show, including a full Jamie Fraser outfit of kilt, jacket, waistcoat, sporran, and boots, and his back scars from season one, which hang on his wall. He developed a fascination with antique pistols and began collecting them. “It’s remarkable to hold a weapon that dates back 200 years,” says Heughan. “That’s what’s amazing about Scotland; the history is tangible.” Whisky runs through the storylines in “Outlander,” as Jamie Fraser becomes a wine and spirits merchant, whisky smuggler, and eventually a distiller.

Heughan discovered his own passion for whisky in his early 20s. Feeling homesick while living in London, a fellow Scot took him to a pub on Burns Night and ordered him a single malt. “There was something about it that captured my imagination,” he recalls. “It was evocative; it reminded me of Scotland and transported me back. Whisky holds a real emotional connection for me.” While filming “Outlander,” Heughan deepened his interest in whisky. First, he explored single malt scotch, developing a love of peated and Campbeltown malts, then branched out to Japanese and Indian whiskies. “I started collecting, then realized I’d rather drink them, so all the good stuff is gone,” admits Heughan. “If I’ve got a really fine bottle and there’s a great occasion, I’ll open it.”

One night, inspiration struck Heughan and business partner Alex Norouzi over a whisky in Glasgow’s The Ben Nevis Bar. Having turned down offers from scotch distillers to bottle a whisky in his name, they decided to create their own brand. The Sassenach is named after Jamie Fraser’s affectionate name for his wife Claire, played by Caitriona Balfe, though it’s traditionally used as a derogatory term for the English, or outlanders (outsiders). Heughan chose Michael Henry, master blender at Loch Lomond Group, to create an approachable, balanced blend suited to his palate. “He’s such an amazing talent and understood exactly what I was looking for,” says Heughan. Additional Sassenach spirits followed: Wild Scottish gin, Fine Scottish vodka, and Sassenach Select reposado tequila from El Tequileño. Heughan travels regularly to Mexico and arranged a visit with third-generation master distiller Tony Salles in Jalisco. Over glasses of their respective scotch and tequila, they decided to join forces and create a bespoke tequila. To mark the “Outlander” finale, Sassenach Spirits launched The Jamie Fraser Collection, a limited-edition whisky that includes a letter from Heughan to Fraser reflecting on their shared journey.

The plan was always to find a home for The Sassenach brand, which drew Heughan back home to Galloway. “This historic part of Scotland has ties to Ireland and England, stone circles, castles, lochs, and hills. It really is a magical place.” Heughan took ownership of Galloway Distillery in 2025. Founded by Crafty Distillers in 2013, it’s where Sassenach gin has been produced, and plans are now underway to expand the site and welcome more visitors. “We’ve got 3 year old whisky in casks now, and it tastes amazing. Our first single malt release will be a huge moment, representing Galloway and everything that’s unique about it.”

“I started collecting, then realized I’d rather drink them, so all the good stuff is gone."

After “Outlander,” Heughan played the lead in “Macbeth” with the Royal Shakespeare Company, and will next star as a tough British soldier in “Embassy,” a six-part thriller featuring Anna Kendrick and J.K. Simmons. Heughan has also authored “The Cocktail Diaries,” a collection of fresh, accessible drinks recipes inspired by his global adventures. It’s a refreshing guide to the joy of making cocktails at home, and the antithesis of those dense, technical mixology tomes that can seem intimidating to non-professionals. “I am an enthusiast,” states Heughan. “I’ll flip the book open, see what I have, and play around with it. I’m not really into process; there’s so much to explore with just three ingredients. Choose a mezcal, tequila, or whisky, and it changes the nature of the cocktail itself. It doesn’t need to be difficult; anyone can do it.”