Portfolio Product Design - Symposium

SYMPOSIUM This book displays the Research & Development stage of the Creative Enterprise brief for my minor project

Callum West Product Design Student Sheffield Hallam University 01.01.19

TABLE OF CONTENTS

Section One 001

Brief

002 | 065

Research Chapter

004 | 005

Brief Brainstorming

006 | 007

Industry Research

008 | 013

Gin Types, Botanicals and Processes

014 | 021

Competition

022 | 027

Identifying business opportunity + Market

028 | 033

The Consumer and Price

034 | 035

Packaging Trends

036 | 045

Legal Requirements

046 | 053

Operation research

054 | 061

Primary Research, Focus group + Interviews

062 | 065

Outsourcing + Bottle Source

Section Two 066 | 116

Business Development Chapter

094 | 099

Website, Uniform + Decals

067 | 071

Brand Name + Elevator Pitch

100 | 101

Final image + Evaluation

072 | 075

Logo Development

102 | 105

3 Year Cash Flow

076 | 079

Brand Identity

106 | 111

Quote Appendix

080 | 087

Label Development

112 | 114

Bibliography

088 | 093

Packaging Development

October S

M

T

W

T

F

S

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Choosing the project

Creative enterprise challenge Brief as follows...

Taking into account the growth of enterprise in the creative industries the aim of this project is for you to explore ideas and issues around enterprise, such as running your own business or working at a strategic level in a creative field for profit.

You will gain an understand of self-employment such as freelancing and what it means to be your own boss. Subsequently, this will provide the opportunity to develop the practical and integrative skills necessary for the creation and implementation of your enterprise plan.

Hello!

My name is Callum and this is my “Creative Enterprise Project�. I hope you enjoy the contents within and seeing the project unfold throughout.

Kind Regards,

Callum West Product design student Sheffield Hallam University

001

002

R E S E A R C H CREATIVE ENTERPRISE SECTION ONE

Section One 002 | 065

Research Chapter

028 | 033

The Consumer and Price

004 | 005

Brief Brainstorming

034 | 035

Packaging Trends

006 | 007

Industry Research

036 | 045

Legal Requirements

008 | 013

Gin Types, Botanicals and Processes

046 | 053

Operation research

014 | 021

Competition

054 | 061

Primary Research, Focus group + Interviews

022 | 027

Identifying business opportunity + Market

062 | 065

Outsourcing + Bottle Source

003

BRAINSTORM | PROJECT DIRECTION

FINDING THE BUSINESS To get to the end goal of having a successful running business takes time. There are many difficult speed bumps to overcome no matter what the initial idea is. In order to overcome these speed bumps it is important to take the corrects steps in the research and preparation stages of creating a new business.

MOVING IN THE RIGHT DIRECTION

Research

Marketing strategy

Operational | Financial plans

Is the business going to sell tangible products?

How many is to be spent on advertisement?

Does the product need to be imported?

Will there be a service involved?

What customers are being targeted?

How many units will fit in transport?

What is the inspiration for the business?

What is the USB?

What is the lead time?

How will the business be advertised?

Is it function over form?

Can you outsource materials?

What sector is the business targeting?

What means are there to advertise?

Cashflow forecast?

What marketing strategy is going to be used?

Business description

The product | service

Does the business have future goals?

Is the business providing a services?

What is the mission statement?

Where will the product | service be sold?

Who is the client?

Is a website required?

Who owns the business?

What is the product made out of?

What is the business philosophy?

Where will the materials be sourced?

What does the business do?

How will the product be distributed?

Is the business supplying or product?

004

Initial funding strategy?

Management

How many employees are required?

What is the business employee hierarchy?

THE GIN TO YOUR TONIC

005

006

MARKET RESEARCH

GIN MARKET FACTS

ALCOHOL MARKET

20 12

WHAT’S HAPPENING? 16 MILLION BOTTLES

37.5% INDUSTRY GROWTH | 2021

£ 41.5 Billion

Gin sales in the UK broke

A forecast report states

Cider Percentage |

2.9 %

another record by selling

the industry is predicted

Dark Spirits |

4.8 %

over 16 Million bottle over

to grow by 37.2% by 2021

5.3%

12 weeks.

Total Market Sales |

White Spirits | Wine |

11.6 %

Beer |

16.2 %

20 17

Total Market Sales |

3.5 %

Dark Spirits |

5.8 %

White Spirits |

12.7 %

Beer |

17.8%

Wine | Spirit Tra d e A s s o c i a t i o n

27 % INCREASED IN SALES

The 12 weeks of Christmas

2017 saw an increase

Gin sales reached £413

6.8%

Wine |

Total Market Sales |

£413 MILLION SALES

£ 46.5 Billion

Cider Percentage |

20 22

Wine | Spirit Tra d e A s s o c i a t i o n

in sales by £104 Million

Million equating to 16

(27%) over the Christmas

Million bottles

period compared to 2016.

Wine | Spirit Tra d e A s s o c i a t i o n

Wine | Spirit Tra d e A s s o c i a t i o n

BUSINESS DIRECTION | OPPORTUNITY

£ 52.5 Billion

Cider Percentage |

3.9 %

The data shows that the Gin market is making substantial

Dark Spirits |

6.5 %

improvements year to year and is not showing any signs of slowing

White Spirits |

7.6 %

down. Jumping on an on-going trend that consumers are talking

Wine |

14.2 %

about decreases the risk of a new product to market becoming

Beer |

20.6 %

obsolete.

GOOGLE TRENDS

COMPARING GIN AND VODKA SEARCHES

100 75 50 25

2013

2014

2015

2016

2017 GIN

VODKA CHRISTMAS SURGE

007

GIN TYPES

LONDON DRY

PLYMOUTH

NEW WAVE

NAVY STRENGTH

Tastes like gin with subtle hints of citrus.

This class of gin is the bread of butter for some of the most popular brands in the industry i.e. Beefeater, Bombay Sapphire and is most commonly used in making Martinis.

Tastes similar to London dry but it classed as sweeter and earthier. To be classed as a Plymouth gin, the product must be distilled and bottled in Plymouth, England. The most common way to drink this gin is in a gin and tonic.

This class tends to include less juniper in its recipe and relies more on floral botanicals and citrus flavours to achieve this unique taste. A New wave gin goes well in a gimlet, Hendrick’s gin for example balances with the lime a gimlet due to its cucumber flavour.

Similar to a London Dry gin but has more of an alcohol punch. This gin clocks in at 57 percent alcohol so is not for the faint hearted. Its high percentage makes the gin favourable to aromatic cocktails like a Negroni.

008

GIN TYPES

GENEVER

OLD TOM

FLAVOURED GIN

GRAPE-BASED

A Genever gin has strong ingredients like malt, savoury botanicals like fennel and lemon peel. Old style Genever was made up of at-least 15 percent malt which gave a richer mouth feel. Considering its similarities to whiskey, this class of gin works well in an Old Fashioned cocktail.

Old Tom gin has a much less juniper taste and relies on its malty sweetness. There are few brands on the market right now and the flavour can vary wildly. Old Tom is the only gin that should go in to Tom Collins.

The most common example of a flavoured gin is a Sloe Gin which is made with berries and taste like juniper laced berry liqueur. Many brands have a flavoured gin as a secondary product in their product portfolio, this could be because there are so many flavours resulting in fast fashion consumption.

Tastes like juniper with a more floral flavour. The floral characteristics of this type of gin blends beautiful with flowery based cocktails.

009

BOTANICALS

010

SAFFRON

CARAWAY

CARDAMOM

CASSIA BARK

CHAMOMILE

ROSEMARY

CUBEB

ELDERFLOWER

PARADISE

HONEY

PEPPERCORN

KAFFIR LIME

LAVENDER

LEMON

LEMONGRASS

LIQUARICE

NUTMEG

ORANGE

YUZU

GRAPEFRUIT

JUNIPER

CORIANDER

ANGELICA

ORRIS ROOT

Most common botanicals Juniper berries |

Most commonly used botanical used in gin. The French and Dutch word used for juniper is were the name ‘Gin’ originates from. This botanical in required in gin making law in order to get the most authentic taste.

Coriander seeds |

Coriander seeds | Second most common botanical use in gin. Its properties allow the gin to adopt nuttiness, citrus tone and a little bit of spice.

Angelica root |

Also commonly used in gin production, however, some manufacturers often choose to use the flower or seeds. When using this botanical the usual results are much woodier and are often more bitter.

Orris root |

Offers a violet like scent in the end result but also is used as a catalyst for bringing together other flavours throughout the drink.

Botanicals and their flavour Juniper berries | Piny in taste Coriander seeds | Adds a citrus taste Angelica root | Sweet and musky in taste Orris root | Adds a violet taste and aroma Citrus peel | Mainly orange and lemon used Cardamom | The flavours added are herbal, citrus and spiciness Cassier bark | Close relative to cinnamon

011

GIN MAKING AT HOME

purify (a liquid) by heating it so that it vaporizes, then cooling and condensing the vapour and collecting the resulting liquid.

DISTILLING

COMPOUND GIN | STAGE 1 BASE SPIRIT Choose a base spirit which will be the base for the gin.

MASON JAR Pick a good sized jar to mix all the ingredient in.

BOTANICALS Different botinicals achieve a different final product. The key is to get the right balance.

JUNIPER BERRIES Juniper berries is the core ingredient used to create a gin.

It has been stressed by previous gin start-up owners that to have a flawless product, the recipe has to be right.

Therefore, the importance to produce some primary consumer research to identify what is wanted in the market is absolutely necessary. Different ingredients can have a traumatic impact on the final taste and quality of the gin, some ingredients can be overpowering so getting the balance right is critical to the success of the product.

STAGE 2 In the second stage of the process, juniper berries are added dropped into the mason jar which is filled with the chosen base spirit. The mnix is then left for 24 hours in a dark and cold place.

STAGE 3 Add the chosen botanicals for example, Cardamom, Coriander, Elderflower, Honey, Pink grapefruit and leave for 24 hours in a dark place. Shake regularly to ensure the flavours are spilling throughout the gin.

STAGE 4 Presenting the gin in an appealing fashion creates aspirations for the consumer to want to have the gin themselves. Offering guidance about what garnishes best suit the gin is important.

012

POT-DISTILLED GIN

STAGE 1 CREATE THE MIX

STAGE 2 RE-DISTILLED

STAGE 3 HEATING UP

STAGE 4 CONDENSING

At this stage the pure alcohol is distilled prior combining the chosen mixture of botanicals which is then allowed the soak in a large copper pot.

Once the botanicals have soaked in, they are removed and the liquid is re-distilled.

The process of heating up the liquid so that it vaporises is known as distilling.

The final stage of the distilling process consists of the vaporised liquid being cooled and condensed to return to its liquid form resulting in the final product

COLUMN-DISTILLED GIN

STAGE 1 INFUSION CHAMBER

STAGE 2 VAPOURISED

STAGE 3 HEATING UP

The chosen botanicals are measured and placed into an infusion chamber.

The spirit is then heated and turned into vapour. This vapour passes through the infusion chamber.

Once the spirit is fully vaporised it is condensed and cooled in order to return back to liquid.

Botanicals are then added again and the liquid is re-distilled.

013

Alexander Gordon Simon Rutte John Samuel Hencricks

Gordons London

John Samuel Hencricks

Charles Tanqueray

Edward Boodle

Ben Schultz Fairfax Hall

Sheffield Dry Gin Sheffield

Hendricks Gin Scotland

014

Rutte Gin Dutch

18 72 Bombay Sapphire London

19 87

Boodles Gin London

Tanqueray London

Sipsmith Sloe Gin London

20 09

17 69 19 99

20 20 18 45 18 30

CURRENT MARKET COMPETITION 2017 SAW THE ARRIVAL OF 42 BRAND NEW GIN DISTILLERIES BRINGING THE TOTAL TO 315 IN THE UK. The gin market is becoming more and more diluted in the recent years therefore it has never been more important to differentiate yourself from others in the market in order to generate sales.

015

016

“We use locally-harvested botanicals, such as locally-grown apple mint, which by definition aren’t available to other producers. We do it in a place where nobody else would be crazy enough to.”

Debbie Strang

Owner of Shetland Reel Distillery Telegraph Connect | Small Business

“Our colour, flavour and distinctive branding (in bright pink tones), makes us stand out. The fact that we recycle the inebriated raspberries as jam reinforces that we use natural fresh fruit and broadens our appeal to deli’s, farm shops and food halls” Will Holt

Founder of Pinkster Gin Telegraph Connect | Small Business

017

TRUE NORTH | BREW CO

True North’s Sheffield dry gin is known as the

1992 | SHEFFIELD 42% VOL | 70 CL £35

first bottle of gin to be distilled and bottled in Sheffield for in over 100 years. True North pride themselves with having a small batched gin, distilled in top hand-made copper stills which are imported from Portugal.

THE UNIQUE INGREDIENTS Sheffield dry gin has an unusual selection of ingredients; Fennel, Cardamom and Gentian root that gives the final product its dry taste.

According to True North ‘a small amount of grapefruit and lemon peel is added” for balance.

To finish, a touch of Sheffield honey is added with a dash of Henderson relish which gives the spirit more complexity and excitement.

As well as the core Sheffield dry gin product, True North have explored other limited edition ranges, for example, Sheffield dry

gin

“The

Devonshire

Edition, Hope & Honey and finally Raspberry & Hibiscus.

This shows the company are too moving with the trends and responding with bringing more experimental gins to the market.

018

TANQUERAY

Tanqueray London Dry Gin was founded back in 1830’s by Charles Tanqueray who

1830 | LONDON 43.5% VOL | 70 CL £21

wasn’t afraid to put his bold ideas into a mix which resulted in a multi-award winning recipe.

#1 VOTED BY BARTENDERS

Tanqueray London Dry Gin was bartenders choice for a perfect gin and tonic and is recommended to be best served with tonic and a wedge of lime.

TANQUERAY No TEN Tanqueray also have a small batch

gin

range

named

“Tanqueray N0 Ten” crafted using fresh and exciting citrus fruits with intent to create a burst of flavour with every sip. Tanqueray recommend

enjoying

this

drink with a premium tonic water and a slice of pink grapefruit.

019

Sipsmith began in 2009 where 2 childhood

SIPSMITH

friends named Fairfax and Sam decided that

2009 | LONDON 29% VOL | 50 CL ÂŁ25

things need to return to the way they use to be. The result of this thinking was the set up of London’s first traditional copper distillery since 1820. The two had ambitions to bring London Dry Gin back to the city where it earned its name with uncompromising quality and character.

DEVELOPING THE STORY A truly successful brand will have a story behind it to back the quality of the product up. In this case Sipsmiths has relied on the traditional routes of making gin to catapult their way into the marking. This brand philosophy gives the gin its back bone and encourage people to by the gin.

020

HENDRICKS

Hendrick’s Gin prides itself in having a gin that tastes like no other because no other

1999 | SCOTLAND 44% VOL | 750 ML ÂŁ38

gin is made like Hendricks. Distilled and bottled in Scotland, Hendricks gin is infused with Bulgarian Rosa Damascena and specially selected cucumbers from top suppliers.

MAINTAINING TRADITION Since 1999 Hendricks have maintained the same way of producing their gin, Crafting only 500 litres a day. Maintaining traditions like

this

gives

the

consumer piece of mind that this is a high quality crafted product that has been cared for until it reaches their shelves at home.

021

WHAT’S THE GAP IN THE MARKET?

022

AMAZON MARKETPLACE

154 If Amazon was used as the market place for selling gin then there are 154 different bottles of gin that are currently being sold on the website.

93 93 of these bottles where in the dry gin category

53 53 of these bottles were infused flavoured gins

8 8 bottles where gins like “Old Tom” &”Genever”

WHAT DOES THIS SHOW?

This shows that some areas of the gin market are more diluted than others areas. For example it would be much harder to start up a dry gin range when there is a massive percentage of the market being dominated by that style of gin. On the other hand there could be potential in developing some unique flavours and create a gin range that others a selection of flavours for the consumer to try.

BUSINESS DIRECTION

Due to the fact that the biggest brands in the market are dominating the dry gin segment, i.e. Gordons, tanquaray and Bombay Sapphire it would be wise to try and discover a niche in the market and develop a unique flavour that the consumer can get behind.

023

024

EXPOSING THE OPPORTUNITY THEIR ARE 53 INFUSED BOTTLES OF GIN ON AMAZON W H I C H R E V E A L E D O N LY 9 DIFFERENT FLAVOURS It is hard to argue against the fact that the gin market is highly diluted and the data shows that there has been an increase in the amount of new gin brands starting up. Although, there is still a clear opportunity here, it seems that there is little experimentation in flavours of gin. There is a measly 9 different flavours that are threaded through the 53 bottles of gin on the Amazon market place.

025

026

IDENTIFYING THE TARGET MARKET SEGMENT The customer that is going to be targeted has a interest in gin and wants to spend that little bit more on artisan produceand in return will receive a unique gin that from a company that specialises in flavour and quality.

This company wants to challenge the everyday gin drinkers by offering a gin that is far from the norm and can be a centre piece in their drinks cabinet at home.

CAPITALISING ON THE 27% INCREASE IN SALES OVER THE 12 WEEKS OF CHRISTMAS According to the

wine & spirit trade

association there was an increase in sales by 27% therefore shows an opportunity to tailor that final product to suit a Christmas gift to try and influence sales during this period.

PACKAGING SUITABLE FOR A GIFT Developing a luxury brand image will make the customer or the person receiving a gift feel special and important.

PRICED BETWEEN £30 - £40 According to “Gin Foundry” data when consumer are buying a craft gin, 67% out of 3837 participants said they would be willing to pay £30-£40 for a premium crafted gin.

027

GINOGRAPHICS 2017|18 PARTICIPANTS | # 3837 Gin Cocktails Weekly

On average, how many gin cocktails do you drink per week?

1|2 2|3 5 | 10 10 | Over

25 %

What type of gin cocktail is your favourite?

G&T Martini Negroni Bramble Tom Collins French 75 Other

37 % 31 %

7%

Gin Cocktails Type

Gin Brands

67 % 8% 10 %

4% 3% 5% 3%

How many brands of gin do you have?

1|2 2|3 5 | 10 10 | Over

9%

29 % 26 %

Gin | The bar

When ordering at the bar, do you ask for a specific gin brand?

Always Sometimes Rarely Never

36 %

42 % 39 % 4%

15 %

Gin Ratio

What is your favourite ratio of gin & tonic?

1:1 1:2 1:3 1:4

9%

42 % 39 %

10 %

Gin | Price

On average, what do you pay for a bottle of gin? £40 + £30 | £40 £20 | £30 < £20

5% 62 %

28 %

5%

Glass Type

What is your favourite glass for a gin & tonic?

Rocks Copa Highball Other

25 % 39 %

Aware Influence 43 %

4%

Do you look for award tickets for an indication of quality with gin?

Yes No Sometimes

11 %

52 % 37 %

Gin Style

Which category of gin would you want to see more of in the next year?

Stronger Infused Old Tom Aged Genever

25 % 25 % 18 % 19 % 12 %

Craft Gin

Do you think distillers should adhere to a criteria when making a “craft gin”?

Yes No Maybe

028

74 %

5% 20 %

CONSUMER ATTITUDES

The end result of having a successful running business takes time, there are many difficult speed bumps to overcome no matter what the initial idea is. To overcome these speed bumps it is important to take the corrects steps in the research and preparation stages of creating a new business.

Consumer Influences

Which word influences you most when buying an alcoholic drink?

Price Promotions Flavour Brand Labelled

44 %

10 %

57 %

50 %

Crafting

Which of the following is most important to be glassed as a â&#x20AC;&#x2DC;Craftâ&#x20AC;&#x2122; drink?

Flavour Quality Hand-made > Business > Volume

42 % 43 % 41 %

029

57 55 %

71 %

CONSUMER PROFILING CONSUMER DEMOGRAPHICS The product is going to be targeted to a consumer that loves gin and wants to explore different and exciting flavours.

AGE RANGE 18+ Categorising the age is not necessary when it comes to this type of gin. The company will be developing a number of unique flavours which will meet the taste buds of consumers at all ages.

CONSUMER CHARACTERISTICS The consumer being targeted has a love for gin but also has the desire to try new and interesting flavours to widen their pallet. People that drink this product may even class them self as a connoisseur and therefore craves new and exciting flavours.

GIN SOCIAL LIFE The consumer loves gin and therefore spends their social time in gin bars with friends and family. They may also want to gift people with unique bottles of gin to those that are close to them.

HOME BAR The person buying the product may have a number of bottles of gin and according to the â&#x20AC;&#x2DC;Ginfoundryâ&#x20AC;&#x2122; 36% of 3837 applicants have over 10 bottles of gin at home.

030

031

032

PREMIUM | ELITE SUPPLIERS Premium gin like HMS Victory Barrel Aged Gin is priced at a staggering £355 a bottle as it has been aged for over a year.

SMALL BATCHED HAND CRAFTED

Small batch gin distillers tend to be priced at around £30 to £40 per bottles due to unit costs being higher because this gin isnt being produced to a huge volume.

IDEAL MARKET POSITION The aim is to be placed around the small batched and hand crafted MASS PRODUCED BIG NAMES

pricing range because realistically a start-up gin company is not going

The monopolies of the market like

to be price competitive to the

Gordons Gin and Tanqueray can

already established companies on

afford to reduce their retail price

the market. Once all of the costs of

due to producing at a high volume

producing the product have been

meaning production cost per unit is

calculated then the final retail price

reduced.

can be decided, although a rough estimated price would be between SUPERMARKET OWN BRAND

Supermarket own brand produces low quality gin and therefore can afford to charge such low prices.

033

£30-£40 pound as 69% of 3837 people said they would buy a gin a this price.

PACKAGING TRENDS

The brand packaging is going to be a very important part in order to generate sales. Creating a bottle or package that is eye catching makes the product stand out on the shelf and encourage customers to buy the product. The style will all depend on what section of the market is being targeted. If the top end of the market is being targeted then this could require a style that is more luxurious whereas if the lower end of the market was being targeted then the style being basic is justifiable.

OUTDOOR WILDERNESS

According to WGSN’s 2019 product and packaging report “Outdoor Wilderness” is going to be one of the in trends for 2019. The trend uses many natural materials and colours which are un-offensive and muted.

034

CHROMA FLOW

Chroma flow is the second trend to be forecast for 2019. This trend taps into the consumer who seeks to enhance their mind, body and soul. The style practices soothing scents and mood boosting colours to focus the brain and body and heighten performance and recovery.

FESTIVAL FUN

Taking a more playful direction, the â&#x20AC;&#x153;festival funâ&#x20AC;? product and packaging trend is influenced heavily by festivals and garden parties. Food and drink is the key driver for this trend with an aim to make the product their own by using unique patterns and imagery to express the brand.

035

LEGAL REQUIREMENTS TO MAKING A GIN BRAND

036

0

No. OF LICENSES

ROUTE 1

2

No. OF LICENSES

ROUTE 2

No. OF LICENSES

ROUTE 3

5

+

Finding a UK based distillery

Finding a UK based distillery

Finding a UK based distillery

to make the final recipe.

to make the final recipe.

to make the final recipe.

Store and deliver the gin

Store and deliver the gin

Store and deliver the gin

through an external company

through an external company

through an external company

i.e. fulfilment partner who has

i.e. fulfilment partner who has

i.e. fulfilment partner who has

their own alcohol license.

their own alcohol license.

their own alcohol license.

Pay all duty fees up front from

Duty is paid on each individual

Duty is paid on each individual

when the gin is made.

bottle of gin once it has been

bottle of gin once it has been

bought by the consumer and

bought by the consumer and

leaves the warehouse.

leaves the warehouse.

Opportunity to sell directly to

Opportunity to sell directly to

the consumer as well as other

the consumer as well as other

businesses.

businesses.

AWRS form is needed to sell

AWRS form is needed to sell

to other businesses. If not

then to buy 300 bottles of the

to other businesses. If not

completed the seller will receive

partner

completed the seller will receive

fines.

fines.

equate to ÂŁ2700 which is a lot of

Warehousekeeper

money to pay out as a start up

registration is required in

Warehousekeeper

company.

order for a business to store

order for a business to store

alcohol before duty is applied.

alcohol before duty is applied.

wanted to branch out and sell to

Applying for licenses can be

artisan alcohol suppliers or gin

a long process and certain

Distillers license is required

bars, with no licensing this is not

documentation

able to happen. Thus resulting

in order to qualify. These

in cutting out a massive part of

documents could include a

the market.

business plan or letters of intent

Only sell direct to the consumer NO LICENSING REQUIRED Duty is a very high cost that is added onto all alcoholic drinks.

The duty on each bottle of gin is approximately ÂŁ9. If we were distilling

company,

the upfront cost of duty would

Furthermore if the business

is

required

which states there are already potential buyers in place.

Positively the pool of market is widened as you are able to reach the consumer through multiple avenues i.e. directly or

registration is required in

if the business is going to distil the gin them-self.

Duty stamp registered EX103 Excise entry There are also many more licenses that are needed if the business wants to make, store and sell the alcohol in the same premise.

through a retailer.

DECIDING THE CORRECT ROUTE The route a start-up business takes can vary depending on funding and time. In this scenario, a new gin business which will not have a massive amount of initial funding will have to start of going down route 1. Starting on route one means that the business can get flowing and sales may start generating, meanwhile, the process of applying for licensing can begin which will mean transitioning to route 2. The aim eventually will be to become established as a major brand in the market and therefore can afford to invest in machinery which would lead to route 3.

037

â&#x20AC;&#x153;Be aware of th e vast array of rules an d regulations invo lved in this sector, such as the labelling and m ovement of alcohol, to na me a few.

If you donâ&#x20AC;&#x2122;t hav e an inhouse expert, ca ll HMRC for advice.â&#x20AC;?

Debbie Strang

Owner of Shetlan d Reel Distillery Telegraph Connec t | Small Busines s

AWRS

The Alcohol Who

lesaler Registration Sche me

The Alcohol Wh olesaler Registra tion Scheme imple mented by th e UK government is pu t in place to man age the selling of alc ohol. A new bu siness that is planning to sell a alcohol must apply for appr oval, otherwise , the business will be faced with pena lties fares if trade commences wi thout government appr oval.

Types of busines

s that need to be approved

Breweries & Micro breweries Wine producers & vineyards Spirit producers Cider producers Wine importers

General wholesa lers Specialist wine wh olesalers

Start up alcohol wholesaling requ irements

Start up alcohol wh

if they are any of

olesalers can ap ply the following:

Limited company Sole trader | Self employed Business partners hip Limited liability partnership Limited partners hip Group

New businesse s may be aske d to provide addition al information after applying. This would usually be handed over du ring a site visit from someone repres enting the govern ment body. It would include your bu siness plan, letters of intent, suppliers and customers and third party distri bution companies

038

039

GOVERNMENT DUTY TAX

040

WORKING OUT DUTY TAX This information is sourced by www.gov.uk

£28.74 for every 1ltr of pure alcohol produced.

Example breakdown Spirit type : Amount : % ABV : Retail price :

1ltr - 70cl = 30cl 100% - 70% = 30% £28.74 - 30%(28.74) = £20.11 40%(£20.11) = £8.04

Gin 70cl 40% £40

£8.04

Duty tax for a 70cl bottle of spirit at 40% ABV

Cost to manufacture : Materials, bottles, cork, alcohol, packaging, delivery.

Duty tax & VAT : Tax added to control flow of goods throughout countries.

Profit Margin : This is the amount the product will make once all overheads have been paid off.

£40

£17

Estimated retail cost that will be paid by consumer.

Estimated profit made by the business

£8

Duty tax that is added to alcohol with 40%

£15

Estimated cost for manufacturing the

ABV.

product being sold.

When is duty paid?

Duty has to be paid in order to hold alcohol and sell it. In order to store alcohol pre-duty the business has to register to be a warehouse keeper. If not registered, then the business would have to pay all the duty of a batch up front, for a batch of about 300 bottles at 40% the upfront duty tax would work out to £2400.

041

042

OWNERSHIP Legalities 15 | 10 | 2018

TYPES OF BUSINESS OWNERSHIP

The type of ownership depends on the business and what they do. Some ownership methods separate the owner and the business so if there are issues with the businesses success the owner is not effected.

Self-employed/Sole trader This doesnâ&#x20AC;&#x2122;t mean the owner has to work solely on their own, the owner can still take on employees.

Ownership Characteristics The owner has responsibility for the business.

All profit goes directly to the owner post taxation.

The responsibility for paying tax is put onto the owner, who also has to register for Self Assessment.

The owner is liable for your business debts therefore puts your personal wealth at risk.

Business partnership The owners donâ&#x20AC;&#x2122;t have to register with Companies House, but the returns still have to be filed.

Ownership Characteristics All partners have responsibility for the business.

The profit is split depending on the owners shares post taxation.

The responsibility for paying tax is put onto the owner, who also has to register for Self Assessment.

Must register the partnership with HMRC. All partners are liable for the businesses debts, increasing the risk of losing personal wealth.

Private Limited Company This type of ownership requires being registered with Companies House.

Ownership Characteristics Protected from higher personal income tax rates.

Opportunity to take advantage of tax savings.

The owner is not personally liable business debts.

Annual accounts need to be uploaded and a company tax return needs to be completed.

Public Limited Company Creates the opportunity to offer shares in the business to the public.

Ownership Characteristics Protected from higher personal income tax rates.

Opportunity to take advantage of tax savings.

The owner is not personally liable business debts.

Wider scope to finding potential investors.

Annual accounts need to be uploaded and a company tax return needs to be completed.

043

GOVERNMENT LABELLING REQUIREMENTS

To legally be able to sell an alcoholic product there are a number of requirements that have to me met which are set from the governing body of that country.

These specific requirements could be ingredients information or health and safety warnings etc...

WHAT MUST BE SHOWN - Name of product - ‘Best before’ or ‘Use by’ date and instructions on where to find that information.

- Any necessary warnings.

- Net quantity information - Name and address of the manufacturer, packer or seller - The country of origin - Any special storage conditions - Instructions for use, if necessary.

℮ MARK SYMBOL USE In order to avoid difficulty when supplying to another European Economic Area (EEA) with meeting that countries weight and measurement requirements, an ℮ mark is used meaning you don’t have to meet this protocol.

WARNINGS Notoriously alcohol can cause a lot of health issues so it is important for a company that is supplying alcohol to advise the consumer on the amount of alcohol that is suitable to drink on a daily basis. I.e. Men 3-4 units daily and Women 2-3 units daily.

044

LEGAL REQUIREMENTS Labelling on a bottom 15 | 10 | 2018

IDENTIFYING LABEL LEGISLATION

When selling alcohol or any product there are protocols that have to be met in order to meet legislation which includes specific information on labels.

045

LABEL AUTOPSY

046

TRADING SELLING THE PRODUCT 15 | 10 | 2018

HOW IS THE PRODUCT BEING SOLD?

There are a number of different routes a business could take in order to get the product to the consumer. Some routes are more viable than other depending on the situation of the business. For example, a start up gin company is not necessarily going to sell directly from their own retail store.

LOCAL FOOD AND DRINK MARKETS

TRADE & GIN BARS

ONLINE MARKETS

POSITIVES

POSITIVES

POSITIVES

Creates a local buzz in the

Displays an opportunity to fulfil

Opens up a huge potential

community and could generate

bigger orders and reduced unit

customer

sales due to it being locally

costs due to bulk buying.

consumers

produced.

base can

where reach

the

product nationally.

Get the gin known within a

Word of mouth is the cheapest

market that is not directly done

Once the brand is established

form of advertisement so getting

through advertisement paid by

enough

involved with consumers face to

the company.

opportunities to take the brand

face in the early stages of the

it

would

display

inter-national.

business could have a positive

The more people that try the

ripple affect on sales.

gin through gin bars the more

Selling directly to the consumer

recognised it could become in

could increase profit margins as

the market.

it would be taking out the mid

It is a good space to bring an artisan gin to the market alongside other craftsmen from

Easy route to market by using

different fields.

known e-commerce brands like Amazon to sell the product. This also improves cash flow as the owner would not need to worry about certain warehouse costs.

THINGS TO CONSIDER WHEN SELLING TRADE LICENSING Whatever direction a start-up business takes, there are always barriers to entering the market. Alcohol selling businesses must adhere to the correct regulations in order to avoid fines. Examples of these regulations could be buying a trade license to be able to sell alcohol at a local market place or ensuring that no alcohol is sold to people that are under age. If this is not carried then the business could experience unwanted fines which in a start-up business could be make or break.

FULFILMENT COMPANIES The individual unit costs of getting a product delivered to the consumer could be costly if done independently.

Therefore it could be necessary to investigate into fulfilment companies, this type of business specialises in fulfilling orders for small or large companies. There will be a cost per pick (per unit), a set cost per delivery, and also a monthly cost which is calculated on how much space is taken up in the warehouse depending on the number of units.

047

ADVERTISEMENT Product adverts 15 | 10 | 2018

DIFFERENT WAYS TO ADVERTISE

In order to make money the business is going to have to spend money. This means that there should be a budget set aside purely for advertising which will get the product noticed in the market which in turn may generate sales.

048

Videography

Newspaper adds

Social media presence

Bill boards

Radio advertisement

Local & National traders

049

FULFILMENT OPTIONS RESEARCH

FULFILMENT Product to consumer 15 | 10 | 2018

In order to get the product sold to the consumer it is necessary to utilise the services fulfilment companies offer as it will reduce to unit costs of fulfilment.

SELLING INDEPENDENTLY & FULFILMENT BY MANUFACTURER (FBM)

SELLING ON & FULFILMENT BY AMAZON (FBA)

STAGE 1

STAGE 1

Final product is packaged and palletised.

Final product is packaged and palletised.

STAGE 2

STAGE 2

Pallet is sent to fulfilment companies

Pallet is sent to Amazonâ&#x20AC;&#x2122;s warehouse

warehouse facility

facility.

STAGE 3

STAGE 3

Order is placed by a consumer

Order is placed by a consumer on Amazonâ&#x20AC;&#x2122;s website.

STAGE 4

STAGE 4

Fulfilment company pick the product

Amazon picks the item that has been

the has been chosen by the customer

ordered.

STAGE 5

STAGE 5

It is then packaged by the fulfilment

The item is then packaged ready for

company

delivery

STAGE 6

STAGE 6

A separate delivery company is required

Amazon will has delivery links set in

to deliver the package.

place to fulfil the order

STAGE 7

STAGE 7

Package is delivered safely to the

Packaged is delivered safely by a

consumer

company that consumers know and trust

STAGE 8

STAGE 8

Any issues or returns would be dealt

Any issues or returns regarding the

with by the owner of the business

product is resolved by Amazon.

BENEFITS TO FBM

BENEFITS TO FBA

- Build a relationship with clients as the buying experience

- Can still create a website that is connected to selling on

is more personal.

Amazon.

- Can find the best price when looking at multiple fulfilment

- Exposure as Amazon market place is huge with vast

companies.

amount of users.

- Reliable and consumer trust Amazon.

- All returns are dealt with by Amazon whom have a excellent customer service reputation.

050

051

INVESTMENT Initial start up money 15 | 10 | 2018

DIFFERENT INVESTMENT STRATEGIES

Starting up a business requires money and there a number of options that a owner can take in order to receive this money. The different ways of funding suit different business depending on their product.

052

Small start-up loan Many banks offer a start-up loans to help new entrepreneurs break into the market. Often the owner would have to provide a business model and present their idea to a body of people whom would decide whether or not to offer a loan to the owner.

The cash flow would then be worked out to pay back the loan.

Investors Some owners are in a fortunate position when they may no someone who can invest in the start up of the business. This investment in some cases can be easier to get hold of as the owner would not have to go through the formalities of receiving a loan.

Kick-starter Many start up business use kickstarter as a way to get the business up and running. To do this a video is made that showcases the product to get people excited which could then influence them to buy a product before it has been made. In result the owner can develop enough cash to get the business going.

053

054

INTERVIEWS MASTER DISTILLER 15 | 10 | 2018

HOT-SEATING A MASTER GIN DISTILLER

Getting inside knowledge of the industry the business is going to operate in is essential to understand how production works. Some things cannot be figured out through the internet and therefore gaining knowledge from a working professional in the industry will be incredibly useful.

How much did one of your stills cost to buy?

The pot stills that were on display during the gin school were approximately £10000 each.

What process and still size would you recommend for a start-up small batch business?

The simplest method would be cold compounding, which would be the cheapest in terms of equipment, licensing and easiest to scale up.

In terms of size, I would recommend starting with a large still that you would grow into instead of a small still which would restrict the size of the batch.

Do you know of a wholesaler that sells botanicals?

We use Beacon Commodities.

Did ‘Sipsmith’ succeed in reducing the legal size of distilled batches.

Sipsmith did succeed in their legal pursuit with HMRC which has opened the door for more craft gins.

In the passed anything less that 1800Ltrs was classed as moonshine and wouldn’t be licensed.

Now you can get licenses for no minimum still size.

Do you know of a wholesaler that sells botanicals?

We use Beacon Commodities.

What are the legal requirements to distil and sell gin?

Distillers licence Rectifiers licence ( Required if you are taking 96% ethanol and re-distilling it in the presence of botanicals).

AWRS (Required to sell alcohol) Personal licence/Premise Licence (Required if you are going to sell to the public).

Do you think selling a home compound distilling set would be worth doing?

Potentially. people often ask where they can source things like juniper. You could send out botanicals in small amounts.

What do you think is most important, the story, the bottle or the flavour?

Its the whole package I think, there are plenty of gins out there that are technically great but have boring bottles and no story behind them. On the other hand, its great to have a good story but also in a bar you need something that catches the eye of the consumer.

055

056

CONSUMER RESEARCH SHEFFIELD HALLAM UNIVERSITY 20 | 10 | 18

GIN MAKING EXPERIENCE SHEFFIELD

In this experienced you learn the up and downs of the history of gin. Sheffield Dry Gin also goes into depth on how their product is made and other ways to make gin.

No. OF PARTICIPANTS 10

HISTORY

THE PROCESS

OUR TURN

THE FINALE

At the start of the session we delved into the history of gin, where it came from and how easy it was to produce.

The group learnt that gin was not always as luxurious as it is in the modern day.

Gin was classed as a menace to society caused havoc on the street. It wasnt until the an 8th Act was put in place which lead to gin culture being calmed.

Next Christopher, the master distiller at Sheffield Dry Gin went into the different processes of developing your own gin. How easy it is to produce a batch at home or on a larger scale. Christopher went on to explain how they do it at Sheffield Dry Gin which involved a still and boil method.

Once the educational part of the school was finished it was time for the participants to get their hands dirty and create a bespoke gin of which they could take home.

This involved a taste test of 11 different flavours of gin which the participants had to rate and create a mixture of up to 300ml.

At the end of the Gin school experience each participant got their own personalised bottom of gin to take home.

They also offer service where the gin made by the participant could be remade for them is they so wish to have another bottle. The session came to a close with a communal martini in one of the companies local establishments.

057

TIME TO REFLECT | DEFINING THE BUSINESS RESEARCH

TECHNICALITIES

FINAL PROPOSAL

BOOMING MARKET This business is going to

EXISTING KNOWLEDGE

My proposal is to design, distil

capitalise

of

the

projected

increase of 37.5% in market sales by 2021.

CHRISTMAS SALES OF GIN ARE ON THE RISE A staggering 27%

increase

in sales over the 12 weeks of

Christmas

shows

an

opportunity to create a product that is suitable as a gift.

THE

GIN

MARKET

“Our colour, flavour and distinctive branding (in bright pink tones), makes us stand out. The fact that we recycle the inebriated raspberries as jam reinforces that we use natural fresh fruit and broadens our appeal to deli’s, farm shops and food halls” Will Holt

WHAT

GINS THERE ARE AND WHAT SEGMENT I AM TARGETING

53

Founder of Pinkster Gin Telegraph Connect | Small Business

START UP METHOD

and bottle my own gin that captures the modern day love of the spirit. I believe in creativity and pushing boundaries and the way I propose to do this is by supplying a gin that is flawless in

flavour,

uncompromising

in quality and for it to be the foundation to an excellent cocktail making home. Starting a business in an industry that is expected to grow by 37.2% by 2021, I believe that this proposal would stand a great chance capitalising on this growth.

TO DO LIST

Out of 154 currently being sold on Amazon, only 53 of these gins are classed as an infused gin.

HIRE EQUIPMENT OR OUTSOURCE A DISTILLERY WHO CAN CREATE A BATCH At the early stage of a new business it is important to EXPOSING THE

protect yourself. Buying a lot

OPPORTUNITY IN THE

of very expensive distillery

MARKET

9

machinery would create a huge upfront cost. Therefore, finding a distillery that will distil and

Out of 53 infused gins that are

bottle the gin would mean

sold on Amazons website there

avoiding that big investment.

are only 9 different flavours: Violet Raspberry Orange Marmalade

Rhubarb Grapefruit Lemon Earl Grey

Strawberry

058

- Find the flavour - Choose a name - Choose a bottle - Create a brand image - Find a route to the market - Get quotes for materials - Advertisement - Website design - Packaging design

059

IDENTIFYING THE PERFECT GIN TASTE

PRIMARY RESEARCH SHEFFIELD HALLAM UNIVERSITY 15 | 10 | 2018

No. OF PARTICIPANTS 50

The diagram identifies what the consumers priorities are when in comes to there taste buds. It will help deliver the perfect taste for the maximum amount of consumers.

Citrus

at

Fr

es

h

fr

ui

t

Sp

ic

y

He

Re

Rooty

ts rui d f

Nu

tty

Floral

Gr a ss y

t

al

Piney 060

rb

ee

Second flavour choice

He

Sw

First flavour choice

ANALYSING PRIMARY RESEARCH RESULTS A staggering 27% increase in sales over the 12 weeks of Christmas shows an opportunity to create a product that is suitable as a gift.

Fresh fruit

Citrus

Sweet

Spiced

Orange

Strawberry

Coriander

Rhubarb & Custard

Lime

Raspberry

Pepper

Lemon Drizzle

Lemon

Apple

Ginger

Bakewell tart

Grapefruit

Kiwi

Cardamom

Butterscotch

Tangerine

Melon

Cubeb

Aniseed

Clementine

Pineapple

Cream

Blood orange

CREATING A FOCUS GROUP

To minimise the risk of a product not taking to its market some companies decide to set up a focus group. A focus group is collective of random individuals who will give an insight to what the market currently wants. This can be done anonymously but in this case there was a group of people learning and creating their own distinctive gin.

THE RESULTS PARTICIPENT Juniper

001

PARTICIPENT Juniper

PARTICIPENT Juniper

002

003

PARTICIPENT Juniper

Coriander

Coriander

Coriander

Coriander

Angelica

Angelica

Angelica

Angelica

Gentian

Gentian

Gentian

Cardamom

25ml

Cassier bark

004

Gentian

Cassier bark

100ml

Orange peel

225ml

Cassier bark

25ml

200ml

Pepper

100ml

Cassier bark

75ml

Orange peel

225ml

Grapefruit peel

25ml

Fennel

75ml

Pepper

25ml

Honey

50ml

Cardamom

25ml

Fennel

25ml

PARTICIPENT Juniper

005

PARTICIPENT Juniper

PARTICIPENT Juniper

006

007

PARTICIPENT Juniper

Coriander

Coriander

Coriander

Coriander

Angelica

Angelica

Angelica

Angelica

Gentian

Gentian

Gentian

Orange peel

225ml

Orange peel

225ml

Fennel

50ml

Cassier bark

Cassier bark

25ml

Cardamom

008

Gentian

Rosemary

125ml

Cassier bark

50ml

Fennel

125ml

Grapefruit peel

150ml

25ml

Violet

50ml

Honey

125ml

061

25ml

062

OUTSOURCING MATERIALS OVERVIEW BOTTLE COMPANY NAME DESCRIPTION

DELIVERY PACKAGING Saverglass

COMPANY NAME

Glass bottle

DESCRIPTION

wholesale distributor

BATCH QUANTITY BATCH COST UNIT COST

DESCRIPTION

BATCH QUANTITY

900 - 1100 £730 - £930 £0.60 - £1

£230

UNIT COST

£0.76

GIN FAST Printing Sticker/Label printing

COMPANY NAME

Locksley Distillery

DESCRIPTION

Bespoke distilling manufacturer.

BATCH QUANTITY

300

BATCH QUANTITY

BATCH COST

£99

BATCH COST

£0.33

DESCRIPTION

210L £1200

UNIT COST

CORK/CAP COMPANY NAME

300

BATCH COST

company

UNIT COST

Wholesale packaging equipment supplier

LABEL COMPANY NAME

Kite packaging

£4

BRAND PACKAGING Tapigroup

COMPANY NAME

Cap/Cork/Tap

DESCRIPTION

Visacan Distinctive luxury

designers and

tube packaging

distributors

suppliers

BATCH QUANTITY

1000

BATCH QUANTITY

BATCH COST

£230

BATCH COST

UNIT COST

£0.23

UNIT COST

063

1000 £1600 £1.6

BOTTLE CHOICE SHEFFIELD HALLAM UNIVERSITY 20 | 10 | 18

CHOOSING A VIABLE BOTTLE

The size and shape of the bottle will have a huge impact on the overall unit costs. The bigger the bottle the more it takes up on a pallet therefore less can be transported resulting in increased cost.

INSOLENCE SPIRIT

£637 1080 Units Unit cost £0.58

TECHNICAL FEATURES Capacity Finish Weight Overall height Glass colour Quality

70cl Plate 651g 328mm Extra white flint Standard

PACKING DIMENSIONS No. of bottles per layer No. of layers No. of bottles per pallet Pallet gross weight Overall height

180 6 1080 751kg 2.14m

TONIC

£800 1176 Units Unit cost £0.68

TECHNICAL FEATURES Capacity Finish Weight Overall height Glass colour Quality

70cl Carnette 750g 246mm Extra white flint Haut de gamme

PACKING DIMENSIONS No. of bottles per layer No. of layers No. of bottles per pallet Pallet gross weight Overall height

168 7 1176 950kg 1.89m

064

No. OF BOTTLES 4

ARIANE 1

TECHNICAL FEATURES Capacity Finish Weight Overall height Glass colour Quality

70cl Bouchen tete de 29mm 800g 329mm Extra white flint High grade

PACKING DIMENSIONS No. of bottles per layer No. of layers No. of bottles per pallet Pallet gross weight Overall height

195 5 975 780kg 1.82m

£789 975 Units Unit cost £0.80

OXYGEN

TECHNICAL FEATURES Capacity Finish Weight Overall height Glass colour Quality

70cl Plate 780g 258mm Extra white flint Srandard

PACKING DIMENSIONS No. of bottles per layer No. of layers No. of bottles per pallet Pallet gross weight Overall height

154 7 1078 893kg 1.98m

KEY POINT OF DATA

£655 1078 Units Unit cost £0.60

Due to the company needing to be mindful of costs the business has decide to go for the ‘Insolence spirit’ bottle which offer the least unit costs but yet still has a unique luxurious shape.

065

B US I N E SS CREATING THE GIN BUSINESS SECTION TWO

066

Section Two 066 | 116

Business Development Chapter

094 | 099

Website, Uniform + Decals

067 | 071

Brand Name + Elevator Pitch

100 | 101

Final image

072 | 075

Logo Development

102 | 107

3 Year Cash Flow

076 | 079

Brand Identity

108 | 113

Quote Appendix

080 | 087

Label Development

114 | 116

Bibliography

088 | 093

Packaging Development

067

068

B RA N D N A M E

SY M P O S I U M . . . N A M E M E A N I N G . . .

A N A N C I E N T G R E E K D R I N K I N G PA RTY O R CO N V I V I A L D I S CUSS I O N

069

ELEVATOR PITCH My proposal is to design, distil and bottle my own flavoured gin that captures the modern day love of the spirit. I believe in creativity and pushing boundaries and the way I propose to do this is by supplying a gin that is flawless in flavour, uncompromising in quality and for it to be the foundation to excellent cocktail making at home. Starting a business in an industry that is expected to grow by 37.2% by 2021, I believe that this proposal would stand a great chance capitalising on this growth.

070

PRODUCT | SERVICES

OWN BRAND GIN RANGE

CREATING THE SERVICE

GIN POP - UP SHOPS

DEVELOPMENT

Creating a versatile pop-

There is an opportunity

Retail space required

range helps develop the

up shop to go to trade

to educate the consumer

where the owner can sell

brand image

festivals and corporate

on how to make a

the product, service and

parties.

customised gin .

the brand

Company name here please

Company name here please

Company name here please

A distinctive own brand

Company name here please

OWN BRAND GIN RANGE REQUIREMENTS

Flawless recipe

Memorable brand background

Suitable packaging

Eye catching bottle

Great user experience

Unique selling point

Distinctive brand image

New flavour and taste

Affordable price

WHAT MAKES THIS BRAND DIFFERENT

This brand is not going to just supply a great quality gin, it is going to educate the consumer on

REFLECTION ON MARKET | CONSUMER RESEARCH

Researching the market has brought up

Price of the product and service is going to

many interesting things. One being that a

play a massive part in the success of the

lot of the companies in the gin market rely

business. A solid story for the consumer

on traditions when selling their product.

to invest their interest in combined with a

This is where the new brand will differ as

product that is competitively priced could

it will not be based on the past it will be

be the answer to breaking into the market

guided by the modern day love of gin and

and having a successful brand.

how to get the best use out of their bottle. The business can achieve this in different way, for example, supplying a small brochure of gin cocktail recipes or developing a gin making class.

what the consumer wants now.

071

LOGO DEVELOPMENT STAGE 1 LOGO DESIGN 20 | 10 | 18

CREATING THE LOGO DESIGN

Gin is can be made with a combination of many different botanicals. Therefore it is fitting to use botanicals and other natural objects for inspiration for the brand logo.

072

No. OF STYLES 8

LOGO DEVELOPMENT STAGE 2 LOGO DESIGN 20 | 10 | 18

DEVELOPING THE LOGO DESIGN

073

No. OF STYLES 16

LOGO DEVELOPMENT STAGE 1 LOGO DESIGN 20 | 10 | 18

FINALISING LOGO DESIGN

As mentioned before the logo final logo is inspired by botanicals such as gentian root, angelica root and juniper which is a staple ingredient when producing gin.

074

No. OF STYLES 8

075

076

CORPORATE TYPOGRAPHY The brand needs to have consistent typography throughout its ranges because consistency in a brand displays quality.

Choosing a font that stands out will help the product get noticed on the shelf or at a bar.

Aa

A B C KLM U V W e f g h p q r s 0 1 2

A K U e p 0

A K U e p 0

Snell Roundhand Bold 10

D E F G H I J NOPQRST X Y Z a b c d i j k l m n o t u v w x y z 3 4 5 6 7 8 9

Aa

Comfortaa bold 10

B C D E F G H I L M N O P Q R S V W X Y Z a b c f g h i j k l m n q r s t u v w x y 1 2 3 4 5 6 7 8

Aa

J T d o z 9

H A N D

C R A F T E D

A R T I S A N

G I N

Comfortaa Light 10

B C D E F G H I J L M N O P Q R S T V W X Y Z a b c d f g h i j k l m n o q r s t u v w x y z 1 2 3 4 5 6 7 8 9

H A N D

C R A F T E D

A R T I S A N

077

G I N

CORPORATE LOGO COLOURS In-case there are situations where a particular colour doesnâ&#x20AC;&#x2122;t work with a product or feature then multiple colour choices of the logo is necessary.

078

BRAND PATTERNS Patterns can be used to create design language throughout a business. Replicating the patterns on the businesses different products could increase the chance of a consumer recognising the brand.

079

LABEL STYLE The label must be distinctive to increase the chance of a consumer noticing the product on a shelf or in a bar, but also be suitable enough to have all the relevant information on the bottle.

080

INITIAL LABEL CONCEPTS

Syposium

Syposium Symposium gin believes in flawless flavour and

R H U B A R B & C U STA R D

3 0 0 L I T R E S M A L L B A TC H

INFUSED ARTISAN GIN

B A TC H N 0 . 0 0 3

uncomprimising quality.

We c a n a c h i e v e t h i s b y using the traditional methods of distilling and infusing to create what we think is the next stage in evolution for gin.

Syposium THE GIN TO YOU TONIC Symposium gin believes in flawless flavour and u n c o m p r i m i s i n g q u a l i t y . We can achieve this by using the traditional methods of distilling and infusing to create what we think is

RHUBARB & CUSTARD 300 LITRE SMALL BATCH INFUSED ARTISAN GIN BATCH N0. 003 APPROVED BY

Clio Flynn

the next stage in evolution for gin.

Strawberry & Elderflower

Master Distiller 1999-2018 Sheffield Distillery

THE GIN TO YOU TONIC 37.5% ABC 70cl

Syposium S M A L L

B A T C H

Syposium S M A L L

B A T C H

Symposium gin believes in flawless flavour and

R H U B A R B C U S T A R D

Syposium S M A L L H A N D

B A T C H

C R A F T E D

A R T I S A N

G I N

u n c o m p r i m i s i n g q u a l i t y . We can achieve this by using the traditional methods of distilling and infusing to create what we think is the next stage in evolution for gin.

H A N D

C R A F T E D

A R T I S A N

G I N

H A N D

C R A F T E D

A R T I S A N

G I N

Symposium gin believes in flawless flavour and u n c o m p r i m i s i n g q u a l i t y . We can achieve this by using the traditional methods of distilling and infusing to create what

Approved by

ynn l F o i l C Master Distiller 1999-2018 Sheffield Distillery

we think is the next stage in evolution for gin.

R H U B A R B C U S T A R D Flavour type

ower Elderfl Batch N0. 003 Sheffield Artisan Gin

081

B O T T L E

N 0 .

B A T C H

N 0 .

B A T C H

D A T E .

0 3 7 . 3 0 0 0 0 3 2 8 . 1 0 . 1 8

C L E M E N T I N E & C I N N A M O N

Approved by

Clio Flynn Batch N0. 003 S h e ffi e l d A r t i s a n G i n

WATER APPLIED STICKER

CLEAR STICKER

WHITE ADHESIVE STICKER

Application of sticker was too difficult, the final outcome produced air bubbles which would not be suitable for the final product as it would look low quality and unfinished.

Clear adhesive sticker was a interesting idea but the outcome resulted in it being incredibly hard to read the information that was on the sticker.

This test was very successful, the print adhered to the sticker easily and in result produced a bold, high quality look.

082

LABEL FEEDBACK The general reaction to this sticker design was that it doesnâ&#x20AC;&#x2122;t jump out at them and really grasp the person attention. Therefore, in order to make it more eye catching developments in the colour are required.

Other comments were regarding the pattern near the bottom of the labelled. It was suggested that is would quite distracting from the important information on the label, like the brand name and the flavour of the gin.

MAIN LOGO Placement of the logo is strong but due to the colour combination of this proposal it does feel like the logo is lost.

BRAND NAME The brand name could be printed in gold foil which would meet the chroma flow packaging trend of 2019.

USP Some consumers may be more inclined to buy a gin that is small batch because it is implied that more attention is put into the product in terms of quality in comparison to mass producing companies.

C L E M E N T I N E

GIN FLAVOUR

& C I N N A M O N

The multiple gin flavours are going to be what encourages the consumer to buy this product therefore it is vital to display the flavour of the gin very clearly on the front of the label.

BATCH NUMBER Giving the bottle an individual unique identity makes that particular unit special.

QUALITY CONTROL SIGNATURE This reassures the customer that the batch of gin has been managed by a master distiller and reassures them that the final product is at the best standard it could be.

083

LABEL COLOUR In order to distinguish the flavours throughout the product portfolio different colours have been chosen that represent the flavour of the gin.

Clementine & Cinnamon

Rhubarb & Custard

Parma Violet

084

LABEL COLOUR To prevent anybody tampering with the goods a security tap sticker can be added. If ripped whilst in storage it will indicate that the bottle has been contaminated and is unable to be sold. This sticker will need to relate to the main sticker to continue the design language.

Symposium

Symposium

Symposium

Symposium

Symposium

085

FINAL LABEL DESIGNS The final design screams high quality and luxury which is what will make it stand out on the shelf. Different flavours of gin is what Symposium is going to specialise in so it is important that the consumerâ&#x20AC;&#x2122;s eye is caught by the flavour of the gin. This is the reason for having the clear white band near the bottom of the label which frames the flavour.

086

Symposium

D I S T I L L E D T H E

T H E

Symposium

G I N

T O

W I T H

F I N E S T

B O T A N I C A L S

&

F R U I T S

Y O U R

T O N I C

Symposium believes in making a gin that is flawless in flavour and uncompromising in quality.

We c a n a c h i e v e t h i s b y u s i n g premium botanicals to create

H A N D

what we think is the next stage in

C R A F T E D

A R T I S A N

the evolution of gin.

G I N

UK Chief Medical Officers recommend adults do not regurlary exceed: MEN 3 - 4 units daily

B O T T L E

N 0 .

0 3 7. 3 0 0

B A T C H

N 0 .

B A T C H

D A T E .

WOMEN 2 - 3 units daily

0 0 3

Avoid alcohol if pregnant or trying to conceive

2 8 . 1 0 . 1 8

PER 25ML

C L E M E N T I N E

28 UK units

&

1.5 UK units

C I N N A M O N P R O D U C E D A N D BOT T L E D I N ENGLAND W E ST D I L L I N G C O.

40% abv 70cl

Approved by

Clio Flynn Master Distiller

087

PACKAGING INITIAL IDEAS

CHRISTMAS SALES

THINGS TO CONSIDER

The segment being targeted is one that loves luxury and high quality produced products which needs to be reflected through the gin bottles brand packaging. The packaging needs to be able to give the consumer a great unboxing experience which has the final gin bottle centre of attention.

Commonly, gin companies do not have brand packaging although according to the market research there was a huge surge in sales around the 12 weeks of Christmas. Therefore having brand packaging could influence more sales around Christmas as it would be easier to give the product as a gift.

Cost of the packaging will vary massively, especially because it will only be on a small batch process. The cost has packaging can change according to the type of material, number of folds and how long it takes to create one unit.

In result the simpler the packaging the cheaper the packaging is going to be.

088

089

PACKAGING DEVELOPMENT The aim for the packaging is to create the same design language as the bottle and label, so that they relate.

This is the first proposal for the bottle packaging, it is made up of strong durable hardboard and wrapped in adhesive stickers. The packaging offers a luxury experience for the consumer and inside shares the story of Symposium gin.

H A N D

C R A F T E D

A R T I S A N

090

G I N

H A N D

C R A F T E D

A R T I S A N

G I N

Industry quote

Commercial viability

COMPANY NAME

Precious Packaging

DESCRIPTION

Bespoke packaging design company

BATCH QUANTITY BATCH COST UNIT COST

300 £4500 £15

If the company were to go down this route for the packaging then there would be a huge upfront cost.

The quote received from the packaging company displayed that for a batch of 300 units at £15 each will come to a total of £4500. Due to only producing small batch produce at the beginning stage of the business it would be difficult to get the price down while still using this design. Therefore it would not be viable to use this packaging as it would cause the retail price to increase meaning the product would miss a massive part in the market.

091

FINAL PACKAGING DESIGN This method of packaging the gin is a much more cost effective which will make the end retail price more reasonable for the consumer. Although there has been a change of the packaging design, quality and durability has been maintained. The packaging is made completely of cardboard therefore 100% of the packaging can be recycled after use which results in an environmentally friendly product.

092

H A N D

C R A F T E D

A R T I S A N

H A N D

G I N

C R A F T E D

A R T I S A N

C L E M E N T I N E

G I N

C L E M E N T I N E

&

&

C I N N A M O N

C I N N A M O N

D I S T I L L E D T H E

G I N

T O

W I T H

F I N E S T

B O T A N I C A L S T H E

&

F R U I T S

Y O U R

T O N I C

P R O D U C E D A N D BOT T L E D I N ENGLAND W E ST D I L L I N G C O.

U K C h i e f M e d i c a l O ffi c e r s recommend adults do

PER 25ML

not regurlary exceed: MEN 3 - 4 units daily WOMEN 2 - 3 units daily

Avoid alcohol if pregnant or trying to conceive

40% abv 70cl

Industry quote COMPANY NAME DESCRIPTION

VISICAN Bespoke tube company

BATCH COST UNIT COST

1.5 UK units

Commercial viability

packaging design

BATCH QUANTITY

28 UK units

1000

This packaging design has been quoted at £1600 for 1000 units resulting in a unit cost of £1.6. This is a huge cost saving in comparison to the previous quote of approximately £15 per unit.

This design will have a matt finish and accompanied by a gold foil finish on the top half of the product.

£1600 £1.6

093

SOCIAL MEDIA PRESENCE Social media is a great way to get recognised by consumers therefore it is important to link social media accounts on the website. This acts as a form of advertisement and the business can use this to directly inform the consumers of any updates.

CONTACT INFORMATION If a consumer or tradesmen needs to get in contact with the business about an enquiry then it is vital to have all the relevant contact information. The service shouldnâ&#x20AC;&#x2122;t stop once the consumer gets the gin, after sale support is also important.

COCKTAIL RECIPE LINKS

Recipes will be developed and logged in this section of the website. The idea is to educate consumers on how to use this bottle of gin which could encourage sales.

REVIEWS

People want a product they can trust, therefore having a review section where consumers get the opportunity to write about there gin experience is important. Consumers seeing positives comments about the gin could be the difference between making a sale and not.

094

WEBSITE DEVELOPMENT The website is the hub of any business, it is where the customer can find more information about the product they have bought, the story of the business and upcoming releases or limited edition ranges.

PRODUCT RANGE SLIDES This section of the website will showcase the different products the business has to offer. This slides will also have a link which will direct to another page where consumers can buy the product.

MAIN LOGO AND MENU TAB

Location of the main logo and menu tab which will link to specific parts of the website, i.e. products and product review pages.

MAIN PHOTOGRAPHY OF PRODUCT

This section will have will be the main image that will showcase the product.

095

096

EMPLOYEE UNIFORM When selling the product to consumer in a bar or at a market it is good to have a uniform, it makes the business more professional and also makes it easier for consumer to know who to talk to if they want to make an enquiry.

INDUSTRY QUOTE COMPANY NAME DESCRIPTION

Spread Shirt Customised print clothing company

BATCH QUANTITY

097

5

BATCH COST

£60

UNIT COST

£12

H A N D

C R A F T E D

A R T I S A N

B O T T L E

G I N

N 0 .

0 3 7. 3 0 0

B A T C H

N 0 .

B A T C H

D A T E .

0 0 3 2 8 . 1 0 . 1 8

C L E M E N T I N E & C I N N A M O N

Approved by

Clio Flynn Master Distiller

H A N D

C R A F T E D

A R T I S A N

098

G I N

ROLL UP BANNER Advertising a start-up business properly is vital in order to give the business up from the ground. Having suitable advertising props like a roll up banner will get people noticing the brand in busy events and markets.

BANNER REQUIREMENTS - A picture displaying the product being sold.

- Brand logo.

- Short, punchy and memorable slogan.

INDUSTRY QUOTE COMPANY NAME

VistaPrint

DESCRIPTION

High quality printing company

BATCH QUANTITY

1

BATCH COST

£134

UNIT COST

£134

099

Creative Enterprise Project Evaluation

The Brief Taking into account the growth of enterprise in the creative industries the aim of this project is for you to explore ideas and issues around enterprise, such as running your own business or working at a strategic level in a creative field for profit. You will gain an understand of self-employment such as freelancing and what it means to be your own boss. Subsequently, this will provide the opportunity to develop the practical and integrative skills necessary for the creation and implementation of your enterprise plan.

What went well?

Overall, the development of the business has been clearly displayed and is visually compelling. I feel I have found a gap in the market where the business could be a huge success. The design process led to a compelling and authentic final proposal which consists of a elegant and eye catching logo used as the consistent thread throughout all aspects of the business.

The main focus for the owner of this business is to be focused on marketing the business in order for the brand to develop and therefore I feel that the material created to achieve this marketing strategy has been executed to a high standard. i.e. The final product imagery and product video.

What could be done better next time?

There is always room for improvement or further development and for this project I would have liked to be able dive deeper into the marketing strategy behind this business and give a better insight to how this product would be sold. i.e. Develop a market stall proposal.

Furthermore, the step to step logistics of how the product is going to be manufactured and sent to the Amazon warehouse is a bit unclear so I think there needs to be a detailed analysis of this process in order for the business to actually succeed in the market.

Hello!

Thank you for joining me on my journey of creating my hand crafted artisan gin company: Symposium Kind Regards,

Callum West Product design student Sheffield Hallam University

100

101

Symposium Cash Flow No. Start Date End Date Profit 002 01.07.20

50 per day

£30,826

30.06.21

Number of units in calculation

Component cost £2.40

ASDA Eggs Very Large Free Range

Tate and Lyle Granulated Sugar 1kg

Allinson Easy Bake Yeast 6x7g

£3.60

£1.50

£1.13

£0.98

£1.20 per lt

Tesco Halloumi 500g

£4.00

Tesco Curled Parsley Medium Pot

£2.00

£1.25

£2

Spices

£1.96

Tesco Whole Green Olives In Brine 500g

Tesco Grated Mozzarella 500g

Vegetable oil

Product/service components Tesco Organic Plain Flour 2kg

Small Size indiviual pastries

Product 1

A

B

Tesco Wholefood Sesame Seeds 300g

Section nine

102

A

B

Month

Month name

Money in (£) Incl. VAT

Business loan Sales Income Flavour 1 Sales Income Flavour 2

C Total money in (£) Money out (£)

Repayments Salary Drawings Costs associated with sales

Symposium

0.00

0.00

10,000.00

10,000.00

Pre start

Cash Flow No. Start Date End Date Profit

Marketing (Website domin+brouchers) Rent Repaire & Maintenance Telephone Travel

1

July

001 01.07.19

2

August

3

September

4

October

5

November

6

December

7

January

8

February

9

March

6,000.00

6,000.00

6,000.00

6,000.00

7,000.00

7,000.00

11,000.00

11,000.00

10,000.00

10,000.00

7,000.00

7,000.00

6,500.00

6,500.00

5,000.00

5,000.00

£17,095

30.06.20

6,000.00

6,000.00

10

April

6,500.00 3,000.00

9,500.00

11

May

7,500.00 5,000.00

12,500.00

12

June

0.00 110,000.00

0.00

13,500.00

86,500.00

10,000.00

0.00 0.00

Total

Section ten

8,000.00 5,500.00

13,500.00

0.00

£18,000.00 46,578.00

0.00

£1,500.00 0.00

0.00

£1,500.00 0.00

0.00

£1,500.00 16,300.00

0.00

£1,500.00 0.00

0.00 £1,500.00 0.00

0.00 £1,500.00 10,080.00

0.00 £1,500.00 0.00

0.00 £1,500.00 10,080.00

0.00 £1,500.00 0.00

0.00 £1,500.00 4,358.00

0.00 £1,500.00 0.00

0.00 £1,500.00 5,760.00

431.00

0.00

0.00

0.00

60.00

300.00

3,000.00

288.00

1,200.00 1,200.00

120.00

120.00

0.00

0.00

21.00

0.00

21.00

0.00

0.00

25.00

500.00

100.00 100.00 24.00

10.00

10.00

0.00

21.00

0.00

0.00 0.00

17,600.00

0.00 88,897.00

1,600.00

3,890.00

1,500.00

0.00

25.00

500.00

100.00 100.00 24.00

10.00

10.00

0.00

21.00

0.00

0.00

25.00

500.00

100.00 100.00 24.00

10.00

10.00

0.00

21.00 0.00

0.00

25.00

500.00

100.00 100.00 24.00

10.00

10.00

0.00

21.00 0.00

3,790.00

21,103.00

19,790.00

1,200.00

3,490.00

1,200.00

3,590.00

1,300.00

0.00

25.00

500.00

100.00 100.00 24.00

10.00

10.00

0.00

21.00 0.00

100.00 100.00 24.00

10.00

10.00

0.00

21.00 0.00

0.00

21.00 0.00

0.00

21.00 0.00

0.00

21.00 0.00

0.00

200.00 0.00

0.00

10.00

0.00

10.00

100.00 100.00 24.00

500.00

25.00

0.00

30.00

0.00

10.00

10.00

100.00 100.00 24.00

25.00

14,500.00

2,100.00

3,790.00

2,000.00

13,470.00

9,610.00 11,093.00

20,703.00

8,710.00 2,383.00

11,093.00

-10,290.00 12,673.00

2,383.00

2,510.00 10,163.00

12,673.00

2,410.00 7,753.00

10,163.00

-7,500.00 15,253.00 7,753.00

7,210.00 8,043.00

15,253.00

-3,470.00 11,513.00 8,043.00

1,600.00

0.00

0.00

10.00

10.00

100.00 100.00 24.00

25.00

0.00

0.00

10.00

10.00

100.00 100.00 24.00

25.00

3,190.00

1,400.00

7,348.00

1,200.00

0.00

0.00

10.00

10.00

100.00 100.00 24.00

25.00

0.00

10.00 100.00 500.00 24.00

25.00

10.00

25.00

0.00

3,090.00

1,300.00

9,359.00

3,810.00 7,703.00

11,513.00

-848.00 8,551.00 7,703.00

1,910.00 6,641.00 8,551.00

-3,359.00 10,000.00 6,641.00

1,200.00

0.00

10,000.00 0.00 10,000.00

Loan repayment Amazon Sellers Fee

VAT liabilities paid to HMRC

Total money out (£)

30.00

0.00

Office Supplies

Insurance

Advertisement D Amazon Advertisement

E

Balance (£) F Opening balance Closing balance

NOTES Section A. Note there is a Starter month- use this column for cash raised prior to launch from loans or pre-sales, and for upfront costs. Edit the months as necessary.

103

104

A

B

Month

Month name

Money in (£) Incl. VAT

Sales Income Flavour One Sales Income Flavour Two Sales Income Sample Set

C Total money in (£) Money out (£)

Repayments Salary Drawings Costs associated with sales

Symposium

1

July

003 01.07.22

2

August

1,500.00

17,500.00

9,000.00 7,000.00

£75,053

30.06.23

8,000.00 6,500.00 1,000.00

15,500.00

3

September

7,500.00 6,500.00 1,500.00

15,500.00

4

October

7,500.00 6,500.00 3,000.00

17,000.00

5

November

12,000.00 7,800.00 4,000.00

23,800.00

6

December

13,000.00 9,000.00 4,000.00

26,000.00

7

January

7,500.00 7,500.00 2,000.00

17,000.00

8

February

6,500.00 6,500.00 1,000.00

14,000.00

9

March

6,500.00 6,000.00

1,000.00

13,500.00

10

April

7,700.00 5,500.00

1,000.00

14,200.00

11

May

8,000.00 6,500.00

1,500.00

16,000.00

12

June

0.00 255,052.00

23,000.00

82,300.00

101,200.00

0.00

48,552.00 0.00

Total

Section ten

8,000.00 7,000.00

1,500.00

16,500.00

0.00

£18,000.00 87,840.00

0.00

£1,500.00 0.00

0.00

£1,500.00 0.00

0.00

£1,500.00 20,496.00

0.00

£1,500.00 0.00

0.00 £1,500.00 0.00

0.00 £1,500.00 19,200.00

0.00 £1,500.00 0.00

0.00 £1,500.00 20,064.00

0.00 £1,500.00 0.00

0.00 £1,500.00 13,440.00

0.00 £1,500.00 0.00

0.00 £1,500.00 14,640.00

431.00

0.00

0.00

21.00

0.00

21.00

0.00

0.00

21.00

0.00

0.00

21.00

0.00

0.00

21.00 0.00

0.00

21.00 4,000.00

0.00

21.00 0.00

0.00

21.00 0.00

0.00

21.00 5,500.00

0.00

21.00 0.00

0.00

21.00 0.00

0.00

200.00 2,000.00

0.00

120.00

0.00

288.00

120.00

10.00

10.00

10.00

1,200.00 1,200.00

300.00

10.00

10.00

100.00 100.00 24.00

25.00

10.00

10.00

100.00 100.00 24.00

25.00

10.00

10.00

100.00 100.00 24.00

25.00

10.00

10.00

100.00 100.00 24.00

25.00

10.00

10.00

100.00 100.00 24.00 25.00

10.00

10.00

100.00 100.00 24.00 25.00

10.00

10.00

100.00 100.00 24.00 25.00

10.00

10.00

100.00 100.00 24.00 25.00

10.00

10.00

100.00 100.00 24.00 25.00

10.00

10.00

100.00 100.00 24.00 25.00

10.00

100.00 100.00 24.00 25.00

0.00

0.00

48,552.00

48,552.00

Pre start

Cash Flow No. Start Date End Date Profit

Marketing (Website domin+brouchers) Costs associated with Sample Set Repaire & Maintenance Telephone Travel

100.00 500.00 24.00 25.00

0.00

0.00

0.00

0.00

Amazon sellers fee

0.00 0.00

41,300.00

0.00 151,199.00

3,300.00

400.00

3,200.00

0.00

0.00

0.00

5,090.00

2,840.00

4,990.00

103,853.00

25,126.00

2,700.00

4,490.00

2,800.00

0.00

0.00

4,590.00

3,400.00

28,590.00

5,200.00

200.00

0.00

0.00

6,990.00

4,760.00

26,614.00

3,400.00

10,690.00

3,100.00

0.00

0.00

18,330.00

3,500.00

0.00

5,290.00

3,100.00

22,309.00

0.00

11,410.00 80,543.00

91,953.00

11,010.00 69,533.00

80,543.00

-10,926.00 80,459.00

69,533.00

9,010.00 71,449.00

80,459.00

9,410.00 62,039.00 71,449.00

-11,590.00 73,629.00 62,039.00

19,010.00 54,619.00 73,629.00

-2,814.00 57,433.00 54,619.00

6,310.00 51,123.00 57,433.00

-2,830.00 53,953.00 51,123.00

12,210.00 41,743.00 53,953.00

-6,809.00 48,552.00 41,743.00

48,552.00 0.00 48,552.00

200.00

Total money out (£)

VAT liabilities paid to HMRC

Office Supplies

Insurance

Advertisement D Amazon Advertisement

E

Balance (£) F Opening balance Closing balance

NOTES Section A. Note there is a Starter month- use this column for cash raised prior to launch from loans or pre-sales, and for upfront costs. Edit the months as necessary.

105

106

107

108

109

110

111

Bibliography Page Number

Image References

003

Lauren Mancke - Photographer - https://unsplash.com/@laurenmancke

004

Jennifer Pallian - Photographer - https://unsplash.com/@foodess

006 |007

Helen Thomas - Photographer - https://unsplash.com/@hlthomas

008 | 009

Victoria Shes - Photographer - https://unsplash.com/@victoriakosmo Nordwood Themes - Photographer - https://unsplash.com/@nordwood

010

Lauren Mancke - Photographer - https://unsplash.com/@laurenmancke

012

Sarah Dorweiler - Photographer - https://unsplash.com/@sarahdorweiler Unknown - Photographer - https://unsplash.com

013

Top Photo - Company Photo - https://www.edinburghgin.com/distilleries-and-tours Bottom Photo - Company Photo - https://www.craftginclub.co.uk

014

Sipsmith - Company Photo - https://www.thedrinkshop.com/item/6835/sipsmith-sloe-gin-2016 Tanqueray - Company Photo - https://www.amazon.co.uk/Tanqueray-Export-Strength-Dry-70cl/dp/B003VGSZD4 Boodles Gin - Company Photo - https://www.celticwhiskeyshop.com/Boodles-Gin Sheffield Dry Gin - Company Photo - https://www.johnhwines.co.uk/shop/gins/?

Hendrick’s Gin - Company Photo - https://plumpjackwines.com/products/hendricks-gin Bombay Sapphire - Company Photo - https://www.ocado.com/webshop/product/Bombay-Sapphire-Gin/23690011 Rutte Gin - Company Photo - https://www.diffordsguide.com/beer-wine-spirits/5463/rutte-dry-gin Gordons Gin- Company Photo - https://www.celticwhiskeyshop.com/gordons-london-dry-gin

015

Melissa Walker Horn - Photographer - https://unsplash.com/@sugercoatit

016

Melissa Walker Horn - Photographer - https://unsplash.com/@sugercoatit

018

Sheffield Dry Gin - Company Photo - https://www.johnhwines.co.uk/shop/gins/?

019

Tanqueray - Company Photo - https://www.amazon.co.uk/Tanqueray-Export-Strength-Dry-70cl/dp/B003VGSZD4

020

Sipsmith - Company Photo - https://www.thedrinkshop.com/item/6835/sipsmith-sloe-gin-2016

021

Hendrick’s Gin - Company Photo - https://plumpjackwines.com/products/hendricks-gin

022

Enrico - Photographer - https://unsplash.com/@henry_be

024

Brooke Lark - Photographer - https://unsplash.com/@brookelark

026

Christopher Burns - Photographer - https://unsplash.com/@christopher__burns https://earthrights.org/blog/fast-fashion-is-an-ecofeminist-issue/kelvyn-ornettte-sol-marte-451894-unsplash-2/ John Cafazza - Photographer - https://unsplash.com/@john_cafazza

029

Helen Thomas - Photographer - https://unsplash.com/@hlthomas

031

Unknown - Photographer - https://unsplash.com/@shttefan Scott Warman - Photographer - https://unsplash.com/@scottiewarman Maid Milinkic - Photographer - https://unsplash.com/@lensilium

032

Nordwood Themes - Photographer - https://unsplash.com/@nordwood

033

https://www.islandecho.co.uk/award-winning-gint-o-launched-board-hms-victory/ https://sampriestley.com/project/craft-gin/ https://www.gordonsgin.com https://www.tesco.com/groceries/en-GB/products/253472364

034

Raw Pixel - Company Photo - https://unsplash.com/@rawpixel Ohmky - Photographer - https://unsplash.com/@ohmky2540

035

Fekkai - Company Photo - https://www.fekkai.com/everyday-shampoo# https://www.togetherdesign.co.uk/what-we-do/food-drink/fortnum-mason-chocolate-biscuits/

036

Whitney Wright - Photographer - https://unsplash.com/@whitney_wright

112

039

Mirko Nicholson - Photographer - https://unsplash.com/@mirkonicholson

040

Samuel Zeller - Photographer - https://unsplash.com/@samuelzeller

042

Simone Hutsch - Photographer - https://unsplash.com/@heysupersimi

045

Bombay Sapphire - Company Photo - https://www.ocado.com

046

Lily Banse- Photographer - https://unsplash.com/@lvnatikk

048

Raw Pixel - Company Photo - https://unsplash.com/@rawpixel

049

Yanapi Senaud - Photographer - https://unsplash.com/@yaanapi Raw Pixel - Company Photo - https://unsplash.com/@rawpixel Though Catalog - Photographer - hhttps://unsplash.com/@thoughtcatalog Kate Trysh - Photographer - https://unsplash.com/@tryshphoto Morgan McDonald - Photographer - https://unsplash.com/@morganraemcdonald Joshua Rodriguez - Photographer - https://unsplash.com/@jcrod

051

Aaron Mello - Photographer - https://unsplash.com/@aarondnbb

052

Etienne Martin- Photographer - https://unsplash.com/@etiennemartin

053

Raw Pixel - Company Photo - https://unsplash.com/@rawpixel Raw Pixel - Company Photo - https://unsplash.com/@rawpixel Christopher Burns - Photographer - https://unsplash.com/@christopher__burns

054

Vincent Botta - Photographer - https://unsplash.com/@0asa

056

https://www.truenorthbrewco.uk/sheffield-school-of-gin

58

Victoria Shes - Photographer - https://unsplash.com/@victoriakosmo https://www.edinburghgin.com/distilleries-and-tours https://food52.com/shop/products/1187-the-homemade-gin-kit

059

Brooke Lark - Photographer - https://unsplash.com/@brookelark

061

Stephanie Studer - Photographer - https://unsplash.com/@lifecreated Calum Lewis - Photographer - https://unsplash.com/@calumlewis Brooke Lark - Photographer - https://unsplash.com/@brookelark Tania Fernandez - Photographer - https://unsplash.com/@tania_fernandez

062

Nik - Photographer - https://unsplash.com/@helloimnik https://www.edinburghgin.com/distilleries-and-tours https://sampriestley.com/project/craft-gin/ https://sampriestley.com/project/craft-gin/

064

Helen Thomas - Photographer - https://unsplash.com/@hlthomas Jennifer Pallian - Photographer - https://unsplash.com/@foodess

065

Victoria Shes - Photographer - https://unsplash.com/@victoriakosmo Karly Gomez - Photographer - https://unsplash.com/@karlygomez

066 | 067

Pineapple Supply Co. - Photographer - https://unsplash.com/@pineapple

068

Victoria Shes - Photographer - https://unsplash.com/@victoriakosmo

113

Page Number

Information References

007

https://www.thedrinksbusiness.com/2018/03/uk-gin-sales-hit-record-51-million-bottles-in-2017/ https://www.enotriacoe.com/blog/gin-market-and-trends https://trends.google.com/trends/explore?date=today%205-y&geo=GB&q=gin,vodka http://academic.mintel.com/display/794389/

008 | 009

https://www.eater.com/spirits/2015/7/1/8664729/explainer-the-8-most-common-styles-gin-of-the-best-bottles-to-buy

011

https://www.ginfoundry.com/botanicals/

012 | 013

https://flaviar.com/blog/how-gin-is-made https://www.ginfoundry.com/insights/how-to-open-a-distillery/

015

https://www.thedrinksbusiness.com/2018/01/gin-key-driver-as-uk-distillery-numbers-rise-by-127-in-five-years/

017

https://www.telegraph.co.uk/connect/small-business/how-to-start-run-a-gin-company/

028 | 029

https://www.ginfoundry.com/gin-news/ginfographic-2017-18/

034 | 035

WGSN Report - Summer_Celebrations_2019_Product_&_Packaging_Update (Theresa Yee, Bonnie Pierre-Davis - 08.11.17)

037

https://sampriestley.com/starting-a-gin-brand-ep-1/

038

https://www.telegraph.co.uk/connect/small-business/how-to-start-run-a-gin-company/ https://www.gov.uk/guidance/the-alcohol-wholesaler-registration-scheme-awrs

041

https://www.gov.uk/tax-on-shopping/alcohol-tobacco

043

https://www.livecareer.com/career/advice/jobs/business-ownership

044

https://www.gov.uk/food-labelling-and-packaging

050

https://services.amazon.co.uk/services/fulfilment-by-amazon/features-benefits.html/?ld=SEUKFBAAdGog_ Branded-Adgroup_Amazon-fulfillment-fba_amazon-fulfillment_b_213081691395_c

114