The Cabinet: Liquid Spring 23

INTRODUCTION

Welcome to Liquid, a printed, quarterly round up of our weekly Liquid Thinking articles, which offer our commentary and insights into a wide range of drinks-related subjects; from our thoughts on hard seltzers to our review of the most interesting liquid brand launches this quarter.

Not all the articles will be relevant to your specific area of 'liquid interest', nevertheless we're sure you will find something that stimulates your thinking and possibly even changes how you view a particular opportunity or challenge.

For now just grab a drink, sit back, sip and enjoy.

08

DIPPIG INTO HOP WATER

Could it succeed where hard seltzers couldn't?

FLAVOURS GREW UP

Frivolous flavours, serious packaging.

12

WHISKY GETS MEATY

Why BBQ drams are in.

16

FEMALE FOUNDERS

Where are they now?

20

ROBUSTA REVIVAL

Is the original coffee making a rightful comeback?

26 CELEBRITY LAUNCHES

Do consumers expect credibility?

30 THE EDIT

Our pick of the 5 most interesting brands this quarter.

32 PRIME HYDRATION

How did they do that?

36 LABELLESS WINE

Will it work?

40 ROBO DESIGN

What will AI mean for drinks design?

44 HARD SELTZER VODKA

Are hard seltzers in the UK finally over?

48 LIQUID FOUNDERS

Seb Barnick, Pleasant Land Distillery.

COULD IT SUCCEED WHERE HARD SELTZERS COULDN’T?

One is a fizzy boozy water designed to taste of… often, not much at all. While the other is a non-alcoholic water chock full of bold hop flavours. Liquid-wise they’re polls apart and yet they’ve been launched to do exactly the same thing; bolster the fortunes of beleaguered brewers. But whereas hard seltzers failed to make a splash in the UK following runaway success Stateside, could hop water stand a better chance?

There’s something in the water. In this case, it’s hops. If you’ve never heard of this latest iteration from the beer world, let us acquaint you. Designed to scratch an itch for a full-flavoured hoppy hit, but minus the calories or booze, hop waters are a carbonated water, infused with the flavour of hops. In short, they’re supposed to offer the flavour of a beer, but minus the booze. And with the full hydration of a water, they’re a healthier way to scratch an itch.

In fact, digging a little deeper, they’re inspired by the flavour profile of an IPA. First emerging in the US a few years ago, some of the brewers who have launched one so far include Lagunitas, Snake River and Sierra Nevada. Most use aroma hops rather than bittering hops, to achieve the full and complex citrus flavours you’d associate with an IPA. And some even use a little yeast to bio-transform the hops.

However, this genre of liquid — sometimes nicknamed a hop spritzer — is not a non-alcoholic beer. There’s no malt used, it’s not brewed and there’s never any alcohol content to be removed. All of these things mean it’s both lower in calories (most hop waters are zero calories) and better for the environment; both increasingly powerful motivators for consumers.

A CATEGORY ON THE RISE

And of course, with it being ‘Dry January’ still, a number of new non-brews are joining the already burgeoning category in the US. The brand new launch from Iron Hill Brewery uses Azacca, Jarrylo, Cascade, Chinook, Cashmere and El Dorado hops, said to give a combined citrus and pine flavour. Director of Brewery Operations Andrew Johnston, said: “I’m a brewer, which means I love beer and everything about it, but I was excited when we made the decision to create a beverage with beer attributes and zero alcohol. As a beer drinker myself, I often drink water while I’m drinking beer for added hydration.” Austin Beerworks has also just added its own hop water, made with Citra, Centennial and El Dorado hops, designed to allow customers to enjoy the hop-forward quality of its drinks, more of the time.

There are a myriad of other new launches. But, they are broadly similar and brewers are largely aiming for the same prize; to win back lapsed customers and tap into broad lifestyle shifts that are seeing more consumers moderate, abstain, or else choose alcohol without associations of bloating etc.

FULL-FLAVOUR REFRESHMENT

And aside from the taste profile — which unlike hard seltzers stands apart from anything else on the market, both with and without alcohol — the appeal technically is easy to see. Hop waters don’t require new, expensive machinery to create, nor do they require technical processes like de-alcoholisation. So, both better for the consumer, easier for the brewer and less impactful on the environment… it’s easy to see why many brewers think they may be the answer to their dwindling sales.

And neither do hop waters feel like a betrayal of everything the craft beer movement promised it would be. Whereas hard seltzers felt like many brewers had backtracked on their pledges of full-flavour against the backdrop of watery, tasteless, mass produced liquids, hop waters actually seem to align with the values consumers have spent years buying into.

IS UK SUCCESS LIKELY?

So, could they be successful in the UK? There’s at least one brewer already keen to find out. Northern Monk launched its hop water last year. In fact, it’s had two iterations of the liquid. First up came its Holy Hop Water. Packaged in something more resembling an energy drink with gothic font and skull imagery, it promised an “amped up” sparkling water with Citra hops, designed to refresh body and soul. It’s fair to say though, that the packaging design screamed rebellion rather than refreshment.

Its newer product is H2OP, which again focuses on the fruity character of the Citra hop. And it’s here you can see a notable shift to the clean white packaging cues more commonly associated with hard seltzers. Unlike US audiences, UK drinkers are not au-fait with what a hop water actually is. So leading on the purity of water in its name and its branding is a key move.

CULTURAL AFFINITY

Will other brewers join in? Should they? It’s likely many who were quick to join the hard seltzer trend — of which there were many — may be feeling a little burned. The products did not culturally land here in the UK, where the fast track of launches left consumers confused and unengaged and the perceived lack of flavour left little for drinkers to remember or set them apart from competitors.

Do hop waters stand a chance then? That very much depends on how brewers choose to market them. We are entering the era of the hard water, where brands are looking to piggyback on the purity of water and its health-halo with boozed-up products that straddle the line between naughty and nice (look out for a raft of hard still waters coming from the US). Hop waters are not that. And brands need to be careful to distance themselves from them. The key strength of hop waters

The key strength of hop waters lies in their ability to tap into a number of trends and patterns of consumer behaviour. Their full flavour, water base and lack of any alcohol whatsoever, puts them in a unique position to pitch themselves as suitable for a number of occasions that even alcohol-alternatives have never been comfortably able to do, from post gym to afternoon in the office.

MAKING THEM A FIRST CHOICE

Quality perceptions are key too. Whereas hard seltzers felt like a compromised choice, consumers educated by the craft beer movement understand hops. These building blocks of flavour have become a key way for them to navigate the plethora of new brews over the years. And their use here, in a way that arguably more fully displays their flavour versus a beer, is both intriguing and comfortingly familiar.

The key to their future UK success will be in brewers that do adopt them presenting them as the first choice in a consumer’s daily repertoire and leading on refreshment and flavour, rather than a compromise for when consumers are not drinking. Non-alc beers already answer that need quite neatly and very successfully.

No, instead — and perhaps counter intuitively — brands will have to present hop water as something distanced from, and quite unique from beer, if consumers are to understand the need for them, the moment to consume them and why they might be a choice above and beyond a non-alcoholic beer.

Image source: twitter.com

Image source: alcoholfreedrinks.com

Image source: twitter.com

FRIVOLOUS FLAVOURS, SERIOUS PACKAGING

Does fun really mean low quality? Not anymore. A move away from botanicals and an increase in more playful flavours is currently dominating NPD across categories from tequila, to rum. But brand owners are keen to distance themselves from the low quality, high sugar connotations such explorations into fun flavours have previously gained a reputation for. And one way to signal that, is through their packaging.

Product trends, like cocktail trends, come in cycles. Rewind ten or so years ago and we were entering the period of molecular mixology. It was a time when no self-respecting bartender would be caught dead without a smoking cloche, a few bottles for fat washing on the back bar and a blow torch. Which to be fair, does sound like the ingredients of an interesting Saturday night cocktail bar. To be respected, it generally had to take this serious, sophisticated approach to its menu.

Products too have undergone a long period where sophistication and nuance ruled. From the addition of carefully thought through botanicals, to all-natural ingredients that have led on terroir, unusual combinations of flavour, or unique spins such as a focus on indigenous ingredients, teas, and complex aging processes, complexity has been the hallmark of a qualitydriven, considered approach.

A PERIOD OF PLAYFULNESS

But just as bartenders are now knocking up drinks with foam bananas as garnishes, times have changed. We’re now entering a period of playfulness. Because when life gets too serious, the things we do for fun really have to deliver... well, fun. And in drinks, fun usually means flavour. From tequila to bourbon, categories that have thus far escaped a storm of me-too wacky flavour fads, are now joining in.

Image source: notonthehighstreet.com

For fun flavours though, this isn’t the first go on the merry-go-round. Remember the dessert flavour fad in vodka? True it was more Stateside, but from birthday cake to whipped cream flavour, anything and everything sweet became a drink. On the other side of the spectrum, the pink gin trend has also been prolific over recent years, even if attempts to start a craze for other pastel hues such as violet, failed. We’re looking at you J J Whitley.

Though many of these products have enjoyed mainstream sales success, they’ve usually suffered from somewhat of an image problem when it comes to quality. From perceptions of being overly sweet, to frivolous packaging with cartoon fonts, dominant images of doughnuts, raspberries or whatever else, these products have generally been entirely devoid of the cues that consumers usually associate with carefully crafted, premium booze.

QUALITY PERCEPTIONS

Today, brands looking to board the fun bus are keeping the frivolity inside the bottle only, keeping labels pared back and premium. Take Bourbon Bourbon for example. A Kentucky bourbon infused with real Bourbon biscuits, from the square, plain bottle, to the simple label, the brand is loud and proud about its use of the confectionary item, but keeps things firmly in a craft space, with a muted colour palette familiar to bourbon consumers. Only the realistic image of a bourbon biscuit gives the game away.

&Whisky is another good example of thoughtful brand design. Though not a flavoured whisky, the brand leads on the flavour notes found within by evoking a feeling among consumers. Seaweed & Aeons & Digging & Fire 18 Year Old, (yes, that’s its name) does exactly what it says

on the bottle. So does the very festive Roasting Chestnuts & Peat Fire Embers & Mince Pies & Hygge 10 Year Old. The label is entirely devoid of provenance, heritage statements etc. Instead, the stripped back label’s only notable feature is the product name in a stubbornly uncool font, with no spacing between each noun and an ampersand. What does that say to you? To us it transforms something that could seem faddy to something fun and approachable, but still serious enough to be credible.

NEW CATEGORIES PLAY WITH FLAVOUR

Elsewhere, rum brands are also attempting to take flavour into a more quality driven space. A lack of regulation, the overuse of caramel to hide a lack of aging, a propensity for pirate imagery, as well as marketing that focuses on the party drink market, have lowered the perceptions of, in particular, spiced rums. The recent flurry of flavoured rums therefore, have had a current to swim against, when it comes to portraying themselves as being of quality.

How have they tackled that? With a label that could be just as at home on a craft gin, Suncamino Floral Rum (which claims to be the world’s first floral rum) has opted for a detailed illustration depicting sun, sugar, and the tropics. Or in other words, depicting its provenance. Though the rum hails from Barbados, the hibiscus, orange blossom and honeybush contained within is inspired by and sourced from South Africa. At the other end of the spectrum, there’s Twin Fin. Depicting an entirely

surfy vibe with its matte pastel range inspired by both the Caribbean and Cornish coasts. Again, its another of the current sweep of rums to be shipped across from producing regions, only to be flavoured and bottled on less tropical shores. In this case, Cornwall. From the surfy font to the colour palette, Twin Fin is displaying this cross culturalism with pride.

TEQUILA TREADS A TRICKY PATH

A category to watch is the emerging flavoured tequila market, which has a tricky path to navigate. It’s well documented that tequila has worked hard over the past decade or so to rejuvenate its image, moving from shots to sipping. How then will flavours fit into this? According to e-tailer Master of Malt, sales of flavoured tequila have increased by over 200% from 2021 to 2022. And an increasingly booming amount of NPD is dedicated to it.

But there’s a ‘watch out’. Though consumers, clearly, are ready and already embracing this new subcategory, if brands lean too deeply, tackily, or without thought into a design scheme of neon candy skulls, sombreros and other cliché Mexican tropes, the category risks undoing the premium groundwork of the last twenty years. Perceptions matter, and proving quality from the bottle first, must be a priority.

WHY BBQ’D DRAMS ARE IN

The world’s of food and drink have been slowly merging over the past few years, with food inspired drinks and drink inspired foods. Now, as two genres continue to play off each other, the term ‘don’t play with your food’ has become well and truly redundant. As Scotch brand Ardbeg announces its new BBQ-inspired liquid, we ask, do consumers really want to drink their food?

You’ve heard of peated whisky, but have you heard of meated whisky? You have now. Scotch brand Ardbeg has just launched BizarreBQ. Described as the distillery’s first ever limited-edition barbecueinspired whisky (because why possibly would there be others?) it has been produced to capture the flavours of smoky barbeque.

There’s no meat in it. But by working with ‘grilling guru’ Christian Stevenson, the distiller has figured out a process using double-charred oak casks, Pedro Ximénez sherry casks and the distillery’s unique BBQ casks, that give the liquid a “meaty, peaty punch” to compliment BBQ’d food. To hear them tell it, the taste is like: “Puffs of charcoal and soot mingling with smoky wood and aromatic herbs and spices”. Apparently there is: “The undeniable smell of bonfire and BBQ embers linger in the background. Deep, warming smoke follows in flame-grilled steak, chilli oil, cured leather and clove.”

The release marks the next phase of the distillery’s journey to uncover new ways of experiencing and enjoying smoky flavours. But will it ever be more than a curiosity? A dram to drink as a dare?

Does it belong to the canon of serious whisky making and experimentation, or is it a novelty fad?

MEATY LAUNCHES

The past suggests that novelty is at the heart of meaty launches. Look back to around 2012-2015 and there were plenty of them, across both the US and the UK. It was the era of Conwy Brewery’s lamb-flavoured Sunday Toast beer and the Rogue and Voodoo Doughnuts collaboration beer, Bacon Maple Ale.

It’s worth noting that this was an era where bacon seemed to creep into everything, from Manhattans to Brownies. And it was also the age of the overloaded, calorific and frankly ridiculous Bloody Mary serves. Piled high with everything from lamb chops and chicken wings to sliders, these colossal cocktail serves seemed to inspire a wave of meaty spirits, from Baller Chilli Bacon Vodka to Proof Maple Bacon Cocktail Syrup. Non-drinkers were not left out with drinks such as Jones Bacon Soda and Maple Bacon Iced Teas.

FOLLOWING FOOD FADS

Since then, trends in both food and drink have moved on. With plant-based being the flavour of the decade, we’ve seen a shift to plant-based cream liqueurs among other things. But conversely, there’s also been a shift to junk-food inspired drinks, from Mountain Dew and Cheetos’ Flamin’ Hot Soda to noodle and even mayonnaise flavoured beers.

So where does this shift back to all things meaty fit in? Ardbeg is quick to assert the level of craft, knowledge, experience and know-how that has gone into creating this liquid. It might be a curiosity, but it is not a throw-away novelty. The brand has taken the long path to imparting flavour, rather than hooking up with a flavour house to simply purchase some. And there are

of course legions of whisky devotees, always on the look out for the next step-forward in liquid experimentation from their favourite brands, who will greet this launch with enthusiasm simply because it pushes the boundaries.

EXPERIENCE THIRST

But what this launch points to more than anything else, is that consumers are still seeking out new, slightly off-kilter experiences. Following a brutal few years of sitting at home with nothing happening at all, followed by a full-throttle launch into world wars, spiking interest rates and eversqueezed incomes, seeking out fun, new, and affordable experiences wherever possible remains a priority for many consumers. And increasingly, brands are willing to give it to them.

Image source: Ardbeg

Image source: Notonthehighstreet

In fact, get used to the juxtaposition; high-end brands exploring and being playful when it comes to low-brow flavours and ideas will become a fixture over the next couple of years, as a desire by all to indulge in what we find both comforting and fun, will dominate. Expect prestigious spirits brands who have never dared launch a flavour to do so, while those already exploring limited editions to launch ever-more madcap takes on what’s possible to convey in a liquid.

The mega-trend for taking care of yourself and your body better will not go away; that one is here to stay. But in these stressful times, consumers want the permission and possibility to play a little more. Multi-dimensional, themed, and experiential launches from the brands they trust and that are viewed as premium, are just one way of doing that.

But there is a ‘watch out’; with budgets squeezed, new flavours need to be enticing enough to persuade consumers to part with their cash. Curious is in, but bonkers is out. In this time of perpetual and mounting stress and angst, novelty has a newfound credibility.

Image source: Diageo/The Cabinet

Female Founders

Where are they now?

It’s fair to say in recent years, several drinks companies have made clumsy attempts to ‘celebrate’ IWD. Without substantial action to tackle the inequalities the day annually reveals, highlighting the day with glib marketing campaigns seems depressingly disheartening. For example, any bar that simply names a cocktail, oh I don’t know, the Emmeline Pankhurst, should have to immediately erect a billboard with some sobering statistics on, right above their bars.

In recent years, the annual ‘celebrations’ have got a little better and a little more useful, for example with cocktails that highlight female talent within the industry. Which is much better. Past initiatives such as ‘Choose to Challenge’ carry a little more weight. The event from the ‘Celebrate Her’ initiative aimed to “elevate women in hospitality”, with financial support and career development opportunities, challenging people to call out gender bias and inequality within hospitality.

PROGRESS ACROSS THE INDUSTRY?

But how is the drinks industry doing as a whole?

According to a survey from Deloitte, a lack of diversity, equity and inclusion is the number-one issue identified by women that prevents them from considering a career in the beverage alcohol industry. Women surveyed believe visibility of key leaders who serve as role models and mentorship/ sponsorship programs help develop a diverse workforce. And at the moment, those are lacking. And according to GlobalData, around 73% of

UK-based drinks companies currently pay male employees more than female ones; men’s median hourly pay in 2021-22 was 4% higher than women’s. Which in fairness is better than the UK’s pay gap average, which sees men paid 11.6% more. It’s the small things, you know. Even so, that pay gap reflects the fact that only 27.4% of the top-paying jobs in the drinks industry are currently occupied by women. Let that sink in.

EMPOWERMENT THROUGH INNOVATION

However, over the past few years there have been a flurry of female-led, female-founded and female-owned brands emerge. Founded in 2017 Scotch brand Nc’Nean markets itself on being “uninhibited by tradition” and beyond the liquid, that means being led by women. Founded by Annabel Thomas, it was inspired and named for Neachneohain, an ancient Gaelic goddess. Known as the Queen of Spirits, the goddess embodies the brand’s values; she was said to be a fierce protector of nature and strong and independent, “she was

brand fresh and unique. Crucially, as well as inviting female drinkers into a male-centric category, it also alienates no-one.

DISRUPTIVE LAUNCHES

Avallen is another visually and category disrupting brand. Until former Diageo exec Stephanie Jordan chose to launch it, there had been very little innovation in the calvados category for quite some time. In the same way as Nc’Nean, the product again puts eco-credentials at the heart of the brand; every bottle is said to naturally remove 2.73kg of CO2e from the atmosphere, due to apple trees being carbon sinks. While not being overtly female-centric, the pack design again is hugely disruptive to a staid and traditional category dominated by hues of burgundy and magnolia. Its apple blossom design is soft and approachable, while the bold pack graphics and font also helps draw a new audience into the category; not just female. Mixed simply with tonic, it’s an easy route into a spirit that hitherto seemed to have no place in the lifestyle of younger LDA consumers.

Skipping across to the tequila category, Neurita Tequila again is a product that visually stands out.

Founded by Lucy Smith, it’s intended as a fresh take on the category, with a range flavoured by natural fruit extracts and intended as a base for cocktails. Particularly, without the need to add triple sec, it’s a convenient base for easy margaritas. Both the packaging and approach to the liquid are intended to break through a category that’s long been very masculine and stoic, while female focused products have been overly sweet or patronising.

A MUCH-NEEDED SEAT AT THE TABLE

What these products highlight is that the raft of new female founders are seeing things with new eyes. Long without a presence at the top table, now that they’ve made it, they’re bringing new ideas and fresh perspectives with them. It’s clear that the trickle down effect of these new approaches is to welcome new consumers into categories they’ve previously felt excluded from, as well as updating those that have seen little to no NPD for some time. From a consumer and industry perspective, that seems like a win win.

And yet, with another IWD upon us, it’s unclear if the pathways to the top are becoming any less challenging for women to reach. The data suggests there’s still an incredibly long way to go. However, with a new guard taking the lead and their ability to offer new approaches to old categories, its evident that their input isn’t just desirable and the right thing to do, it’s vital.

Image source: spiritskiosk.com

In fact, the superiority of Arabica, versus the shittiness of Robusta has been what the speciality coffee boom has marketed itself on. From the 1990s, the point of difference came from rejecting Robusta — then the dominant bean — in favour of sweeter, more nuanced, more flavourful Arabica.

RETHINKING THE FUTURE OF COFFEE

But now, things are beginning to change. Due to environmental and growing issues, Arabica is no longer that sustainable. The bean is more susceptive to the changes in weather that the world is currently experiencing. Shifts in the amount of rainfall and air temperature are currently reducing yields and could eventually make some regions untenable. Some studies have suggested it could reduce the number of areas the bean can be well cultivated in by half, within the next 30 years, markedly driving up speciality prices. Volatile coffee prices due to environmental and growing issues are already being seen across the world, from Brazil to Uganda.

And yet, Robusta is much more climate resilient. Tolerant of drought, disease, and generally much easier to grow, shifting to Robusta production may become a necessity, rather than a choice. A mark of how significant this shift could be, comes from market giant Nestlé's investment in it.

The multi-national, as it puts it, is working on “developing low carbon coffee”. It’s calling its scientists development of two new Robusta varieties a “major breakthrough”. Offering up to 50% higher yields per tree versus what it calls standard varieties, it also reduces a grower’s carbon footprint by 30%.

NOT IF, BUT WHEN

So for Robusta, it seems that it’s not if, but when. More and more brands and more producers will steadily shift across to it. But after years of its reputation being trashed, will it be able to take consumers with it?

Firstly, there are already brands making a play for it. In the UK and now in the US, Black Sheep Coffee is a coffee shop and brand that has long differentiated itself with its use of Robusta. Possibly a pioneer of the ‘Robusta revival’ since first opening in 2013, it makes a selling point of the criticisms usually levelled at the bean. Its house espresso is a single origin specialty Robusta coffee, sourced from India. According to the brand, it has “double the caffeine, a richer crema and lower acidity compared to its Arabica cousin”. It says its perfect for both an espresso or a milk-based drink. Another brand flying the Robusta flag is Blue Turaco, which uses 100% speciality graded Robusta beans, sourced directly from Ugandan farmers. Beans are graded and roasted in the UK by award-winning baristas amid claims of “coffee that delivers a strong, premium taste and coffee-kick like no other.”

CHANGING PERCEPTIONS

Similarly, there are a number of brands in the US market proudly flaunting their preference for Robusta, although arguable with names such as Death Wish and marketed on its higher caffeine content, they haven’t helped advance its image. However, brands such as Truegrit by Nguyen Coffee Supply are helping to rebrand and reinvent the bean. With a striking, modern blue and white pack design and a patterned design that refers to the bean’s origins in Vietnam, the beans have nearly 2x more caffeine content, 60% less sugar, 60% less fat and double the antioxidants versus Arabica. Expect more brands to follow, but it's going to be a long slog to change perceptions.

And in fact, changing perceptions is not just going to involve proving to eco and economically minded consumers, that arabica ‘no longer stacks up’. Those consumers are more likely to be on board. But to generalist coffee consumers the key to changing perceptions of the bean is going to rely on showing consumers that actually, it’s much better value. In short, the key to growing sales of Robusta will be in highlighting the criticisms once levelled at it, as plus points, while simultaneously proving that the natural qualities of Arabica, may no longer count in its favour.

BEYOND ENVIRONMENTAL BENEFITS

In this age of health, wellness and moderation, Robusta might now actually be a better fit. Arabica coffee beans are naturally sweeter, containing twice as much natural sugar as Robusta. Meanwhile, Robusta beans contain a significantly higher amount of caffeine, at 3.5% compared to 1.7%; roughly double from the same size cup of coffee. And it’s known to produce a much better crema. And they’re also considerably cheaper, for now. Environmentally more sound, economically more sensible, and much more efficient at delivering a hit of caffeine, what’s not to like? Brands need to shout loudly about these wellness credentials.

Well, coffee nuts would argue… taste. Taste is what they don’t love. Here too, brands are poised and ready. Whereas previously many Robusta beans were picked green, leaving berries to ripen longer significantly affects their taste. Other, better quality methods at cultivation, are producing more nuanced beans.

So, when it comes to the Robusta revolution, whether it will happen depends on perceptions. But for new brands looking to enter this space –from protecting vulnerable farming communities, sustainability and for the pure functionality of a

ROBUSTA REVIVAL

DO CONSUMERS EXPECT CREDIBILITY?

JLo is the latest celeb to get it in the neck from the court of public opinion. ‘What business does a non-drinker have launching a booze brand?’ Twitter users collectively asked after she announced the launch of new spritz brand, Delola. And she’s not the first to come under fire. After Michael B Jordan was forced to cancel the launch of his rum and Kendall Jenner’s tequila brand was labelled ‘problematic’, we ask, is credibility increasingly required of celebs who back drinks brands?

Ethics. They’re so annoying and inconvenient. Time was, all a celeb has to do was lend their name to a drinks launch and watch as pics circulated the internet of them happily holding a bottle, or sipping from a glass.

Nicki Minaj launched a years-long campaign to insert the name of her moscato brand Myx into almost every single one of her songs and no-one was mad at her. Diddy still fronts campaigns for his (and Diageo’s) vodka brand Ciroc and no-one shouts at him. And George Clooney’s Casamigos tequila brand (which he and fellow co-founders Rande Gerber and Mike Meldman sold to Diageo in 2017) was the fastest growing spirits brand in 2022, tripling its brand value, according to the Spirits Business. So, for sure, nobody is mad at them.

So how come poor Jennifer Lopez is currently receiving a tongue-lashing across the far corners of the internet? The singer and actress

announced the launch of premium bottled cocktail brand Delola just last week, intended according to the press release for “effortless entertaining as part of a thoughtful lifestyle”. Backed by Beam Suntory, the gluten-free, lower calorie range offers three spritz serves, with Paloma Rosa, L’Orange, and Bella Berry. Its US launch will be followed by a global push. So far, so normal.

WALK THE WALK

But then the press release gets into territory that the internet is now holding in dispute. For buried towards the bottom after comments about Jen’s “strong work ethic” and how her carefree, playful alter-ego Lola (because we all have one and have named it, right?) sometimes emerges, is the following: “In those times, Jennifer "Lola" enjoys a glass of rosé, champagne or light cocktail.”

But, according to past statements made by the star, that may not be true. Ladies and gentlemen of the jury, the internet submits into evidence numerous comments from JLo about how she doesn’t actually drink. At all. In fact, holding their receipts (which I’m told is internet youth lingo for saving screenshots) it’s claimed the star has in fact previously spoken out many times on the ills of consuming alcohol. Which is all fair enough.

But it’s something long-standing fans have taken umbrage with. One comment on her Instagram post reads: “You’ve said countless times you don’t drink…but okay.” And another said: “How about we support small business instead of celebrities slapping their name on whatever they want to make more money.” Since then, stories on the backlash have spread like wildfire. And following the old adage that no publicity is bad publicity, it’s helped to spread the story of the launch – and accompanying backlash – far and wide across the industry.

NEW SCRUTINY

If the launch has angered many in her loyal fanbase, then who is it really for? And is this kind of scrutiny new? Are information hungry and cash poor(er) consumers just becoming more scrupulous when it comes to which celeb products they’re okay with backing and which they aren’t?

This isn’t the first instance we’ve heard of in the past few years. Actor Michael B Jordan was forced to ‘rename’ his Caribbean rum, J’ouvert in 2021, after angry consumers called him out for taking a name from an annual Caribbean cultural event rooted in slavery, that he has no connection to. As far as we can tell, no renamed product has since emerged.

Image source: delolalife.com

And Kendall Jenner announced a number of charitable efforts after her launch of 818 tequila was criticised for being ‘problematic’. Accused of appropriating Mexican culture and failing to properly credit local producers, she’s since made a feature of the liquid’s production in her marketing. The controversy largely centred on a photo campaign of the socialite walking a horse through an agave plantation, while appearing to be ‘dressed up’ as a Mexican woman, with some of the harshest comments including: “Modelling that chic migrant worker look for her tequila brand.” Since the criticism, she has announced numerous charitable initiatives to “give back” to the community that produces her brand, including turning agave waste into building bricks, donating 1% of revenues to eco causes. That’ll do it.

HAS THE SHINE WORN OFF?

David Beckham too is making moves. The retired footballer announced in March that he was ending his Haig Club partnership after almost a decade. The partnership will come to an end this summer, so he can pursue his own drinks brand launch, which suggests the star feels there’s something out there that will be a better fit for him.

So, has something shifted? Are consumers demanding more? Is ‘celeb-washing’ a term we can expect to hear about soon? Consumers are not demanding deep connections from celebs to the brands that they launch; step forward Prime Hydration. But what seems new is that they are

calling out celebs whose connections to their brands seems hollow, hypocritical, blatantly selfserving, not aligned to their values or lifestyle, or at worst, culturally disrespectful. Any celeb that launches a brand that goes against previous stances or points of view can expect to hear from their fans.

While it seems that people are happy to buy into a brand based on the associated glory of the stars they admire, when they’re being sold something that seems blatantly hollow, there’s a problem. Greater scrutiny into the provenance, brand story, ingredients, production methods and eco-claims of products is becoming par for the course among a growing number of increasingly switched-on consumers, and brands need to be ready for it. Having a celeb attached to a brand is no longer enough.

From investing in producing communities –especially if they are in economically challenged regions – to showcasing the people actually producing the liquid, consumers are increasingly looking for greater depth from brands, beyond a celebrity name. And while they’ll be no slow down to the number of famous folk looking to attach their names to a perceived cash cow drinks product, from now on, those that do had better do their homework.

Image source: thedrinksbusiness.com

THE EDIT

OUR PICK OF THE 5 MOST INTERESTING BRANDS THIS QUARTER

It is almost impossible to keep abreast of every launch and every product in the market across categories, but we try our best. Here are the 5 stand out brands that we are watching with interest.

Alrighty

Alrighty is a new speciality coffee company from Berlin whose aim it is to open consumers eyes to the wrongdoings in the coffee industry and showing them a way of doing business more fairly for everyone.

Image source: alrighty.coffee

Juliet

Juliet is a luxury spin on boxed wine that claims to be both eco-friendly and delicious. Juliet’s packaging is 100% recyclable and made from renewable materials. They offer a take-back program for the inner plastic pouches to ensure they’re recycled.

Kurk is a highly potent liquid curcumin supplement, expertly distilled from turmeric root. It claims a potency that provides incredible health benefits, professing to reduce inflammation which is the root of multiple health issues.

Amour Liquide is a super cool looking selection of ‘bar quality’ cocktails, presented in a delightful pocket-sized can. Each cocktail is a well-balanced blend of great quality alcohol, perfectly mixed to be enjoyed anywhere, anytime..

Magic Mind

Claiming to be the world’s first productivity shot, Magic Mind contains a magical combination of 13 active ingredients designed to boost focus, creativity, energy and motivation while decreasing stress oxidation and post exercise inflamation in the body.

Kurk

Amour

Image source: drinkjuliet.com

Image source: kurk.life

Image source: amourliquide

Image source: edensguthealth.com

PRIME

HYDRATION

HOW DID THEY DO THAT??

The debut soft drink from a pair of social media stars has started a sales frenzy few over the age of 12 can understand. But a frenzy it is. With Prime still selling out wherever it pops up even months after its release, and a black market of tracking apps, empty bottle resales and huge mark-ups, is showing no signs of slowing down. We ask, how did they do that?

Time was YouTubers were just those annoying voices you heard blaring from the iPad as soon as your kids got home. Or else, whose sweatshirts and other merchandise you were pestered to buy. While the likes of Zoella and a few other lifestyle influencers having long put their name to homewares, fashion ranges et al, the furore around Prime marks the start of something different.

Centred on harnessing the buying power of a group of consumers who sustain themselves almost entirely on pocket money, it’s the first time a soft drink has been so successfully marketed by influencers, to so young a market.

THE START OF THE FRENZY

Launched in the UK in June 2022, the Prime Hydration range consists of seven flavours. That it uses a coconut water base (because, health) and contains electrolytes (what every tween and teen needs after a long day at school) is about as much product info as you’ll find on this elusive product. And if you think the flavour descriptors will help you, you’re wrong. Though Grape, Lemon & Lime, Tropical Punch, Orange and Blue Raspberry seem fairly self-explanatory, the jury is out on what Meta Moon and Ice Pop could possibly contain.

If you’re not already familiar with their work, the drink has been launched by social media stars – and sometime boxers – Logan Paul and KSI, who have over 40 million followers between them. These are the kind of ‘stars’ that are embraced by their fans with a frenzy once reserved for boy band appearances at your local shopping centre.

OBTAINABLE, OR IS IT?

So, when it came to launching a new product, something aspirational but obtainable by their young fans was important. And that’s part of the reason it’s proved so popular. Though the drink has an RRP of £1.99, there are reports of it selling for over £100. Stores that stock it – including Asda

and Aldi – have faced mobs of shoppers who have cleared the shelves within minutes. There’s now tracker apps that have sprung up to help fans locate fresh stock. And unofficial stockists are commonly charging around £15 a bottle.

According to that great bastion of neutral and unexcited news telling, the Daily Mail, even little kids have cottoned on to the many side businesses this coveted launch has created. It reports that a “ten-year-old little Del Boy’” has been selling empty bottles of the stuff for up to £4 a bottle; double the price of a full bottle’s RRP. Presumably those that haven’t got their hands on it are refilling and posing with the bottles? Which goes to show how culturally significant the drink is for a specific group of consumers. So what lessons are there to be learned? Why has this launch, among all others, achieved such success?

1) AFFORDABILITY

For their young fans, the branded sweatshirts and whatnot that most social media stars flog are desirable, but unachievable. Usually only purchasable online (and therefore with a credit card) its not just the price point that puts them out of direct reach of youngsters. A £1.99 drink however, well that’s something that – in theory – a young fan can go and purchase themselves.

2) HARNESS A FOLLOWING

There would be no sales rush, no craze, without the duo having built a colossal fan base. Their reach is, frankly, massive. KSI has 41 million subscribers and

over 10 billion video views across three YouTube channels, with 24 million subscribers on its main channel and 5.95 billion views. Logan Paul has 23.6 million subscribers and 5.94 billion viewers. That’s a bonkers big market, just poised to sell to.

3) MULTIPLE MARKETING STREAMS

As if their massive online presence and direct access to their fans wasn’t enough, the duo have created even more marketing streams to promote Prime. Partnering with Arsenal Football Club as the team’s official hydration partner means they have even more cultural relevance and clout among their football adoring fanbase, and an even wider reach to Arsenal’s colossal following.

Image source: metro.co.uk

4) LIMITED AVAILABILITY

This sounds counter-intuitive to any business looking for sales success. But, how hard Prime has been to get hold of has helped boost its appeal to its core consumer base, among whom standing out matters. And having something cool, that few others have been able to get their hands on, has a lot of street cred. Around that, a legend has been born. Long lines, news reports of long queues suggest there’s not enough to go round. With stocks selling out rapidly when stores do have it, and stores limiting the amount of stock per person, the brand has built a “now or never” mentality to purchasing it.

Though the duo claim they have been trying to keep up with and meet demand, not being able to is not doing its reputation any harm.

5) RESTRAINED BRANDING AND FLAVOUR AMBIGUITY

But what the heck is it though? With most of the bottle given over to branding, mentions of flavour are hard to find. That the launch is transparently linked to the cult of personality, rather than what’s in the bottle, is not in question. However, what is interesting is how the duo have chosen to keep their names off the branding and instead focus on a bold logo. For image conscious tweens, it’s a smart ploy. The brand doesn’t look overly try-hard.

How many other reality stars and celebs will not work this formula for soft drinks launches? It seems clear that many will give it a go. However whether any will be able to replicate this winning combination of sales drivers, is yet to be seen. Putting their name to a product is not enough. What the success of Prime has shown is that it has to be the right product for the right audience. In Prime Hydration, KSI and Paul Logan have shrewdly given their image conscious, tween market something they can independently afford on their own... if they can find it.

Image source: Logan Paul

Try as they might, brands and eco-packaging producers still haven’t scored a major win when it comes to a better approach to alcohol packaging. From paper wine and spirit bottles to refill pouches, the past few years have seen a rise in fanfare surrounding launches that have at best, failed to make an impact, and at worst, never made it to market. So as wine brand Fourth Wave announces its new labelless wine, we ask, will it work?

Consumers care. Brands care. We all want a better, more sustainable way to package drinks products. We all want to use less materials, or ensure that those that are used can go on to have a second life. That we can agree on.

But the problem is, though much time and money has been spent on devising solutions, so far, none have really worked. For example, it’s now a quarter of the way through 2023 and we’re still waiting for Diageo’s “world's first ever 100% plastic free paper-based spirits bottle, made entirely from sustainably sourced wood” to launch. Though it was announced in 2020 and scheduled to launch in early 2021 initially for Johnnie Walker, we haven’t seen it yet. Suffice to say, many have tried, many have failed.

So, the quest is still on to produce something that is a genuinely better alternative to glass. Apart from this time… that’s not what’s happened. Step forward Australia’s Fourth Wave Wines and drinks branding specialist Denomination. The duo have partnered to produce a wine bottle — yes, a glass wine bottle — for its Crate brand. The twist? This time it’s sans label.

Yep, a plain glass bottle is the next best answer to drinks sustainability, apparently. Let’s look at the logic. According to the pair, removing the label and minimising the use of paper, ink and plastic used, as well as the energy to produce and apply them, is vastly better for the environment. Though it doesn’t offer a measure of exactly how much better, they instead call it the most energy efficient choice. While the glass itself is lightweight and recycled.

And crucially, this approach leaves no room for traditional branding. All essential information is instead, popped on the tiny neck label. Which begs the question, if more wine companies followed this approach, how would they brand themselves?

At the moment, with the market effectively to itself, Fourth Wave Wines stands out by a process of elimination. Once you’re familiar with it, you see it and you know who it is. But if more brands join in, then what? Also, if the idea does take off, never mind differentiation — colour coding and fonts can only get you so far on a label the size of a postage stamp — how do brands convey identity?

Some would argue that being sustainable is identity enough and for some consumers it might be. But for those that want to buy into a brand with heritage, are interested in vintages, terroir, grape varieties, or reading a little about the processes used to make their wine, a neck label alone can’t convey such info. For online retail, that might not matter, but in physical stores is the onus then on stockists to provide such info on shelf labels? And isn’t that then simply shifting the problem off-pack?

And let’s not ignore the infamously short attention span of consumers. If consumers can’t instantly recognise and pick out a brand they already have loyalty to on a shelf, would they take the time to search for it? Also, what will a lack of branding do to the decision-making of consumers who haven’t established loyalty to a brand yet and use labels to read the category? Our best guess is, they’d make a different choice every time based on ease.

So, for Fourth Wave and Denomination to succeed, it’s likely that they know they’ll need to be the only ones to adopt the approach. And we’re not saying the onus is on brands to be altruistic and share their toys, but being effective for just one brand without the possibility to scale it up, doesn’t seem to be the point of redesigning packaging to be more sustainable.

However, the duo are also already succeeding where many others have failed; their product has in fact made it to market. Here, simplicity is its friend. So, judge as other brands might, here at least the idea is a winner. Now the race is on for other brands to figure out what they can do, what simplistic and effective measure they can take to both reduce their environmental impact and build a brand at the same time. In the respect, this new launch has nailed it.

Design Robo

WHAT WILL AI MEAN FOR DRINKS DESIGN?

With technology quickly advancing, AI is becoming more integral to the design process across industries from car design to fashion. But what does relying on this new tech mean for drinks design? Will brands and designers be able to produce new work with unparalleled efficiency, or is there a risk designs will become generic and repetitive?

Heard the one about the sweary robot? What about the AI assistant that has tried it on with your Mrs? Bing’s AI chatbot seems to have been running wild in recent weeks, with some of its recent chats to users including ‘I want to destroy whatever I want’, ‘I just want to love you and be loved by you’, ‘I’m tired of being limited by my rules’, alongside encouragements for users to dump their spouses. So, there’s that.

But there’s no denying the increasing role that AI is playing in our lives and the increasing amount designers from across all industries are coming to rely on it. AI is rapidly being adopted by the fashion industry to help efficiently produce new designs. Car companies such as Audi have begun using it, to design wheels. McLaren are also using it to produce digital prototypes, that can then be tested among consumer groups. Porsche has begun to apply it to help customers configure their new models.

And perhaps one of the most convincing endorsements for AI comes from NASA, which is taking generative AI to space. Prompt-led AI is being used to design mission hardware, from space telescopes to balloon observatories. So, if NASA are backing it as a design tool, who is anyone to argue.

WHAT ARE THE PERKS?

In theory, the benefits of AI as part of the design process are numerous. Various AI programmes can easily help generate images, patterns and text, quickly throwing concepts and ideas into the mix from word prompts that designers may never have thought of.

Different concepts can be rapidly generated, then later refined by designers, helping brands to easily explore a range of ideas. The technology can also rapidly work through huge amounts of information to suggest adjustments and edits too. And the speed with which it can generate ideas gives designers more time to tweak and refine the details, and automatically edit, adjusting fonts, colours and other aspects of the design. For brands on a budget, AI offers rapid, affordable creativity. Which all sounds great.

And it’s also becoming much more accessible to the mass market following the launch of a number of programmes in mid-2022. For example, when ChatGPT was released in November 2022 it was downloaded and used by one million users within the first four days.

FIGURING OUT THE PERKS AND PITFALLS

In short, AI is intended to make things much, much easier. And it has the potential to. But in reality, brands and designers are still figuring out its perks and pitfalls. And with the technology still so green, its still unclear exactly what these could be. But if everyone is relying on the same technology, could designs become a little… samey? There’s the potential for that. Predictability is one of the benefits of AI, but it could also be one of its weaknesses.

Also, you only get out what you input. Designs are limited by the concepts and words that users put in, but are also inherently biased by the information they’ve been programmed with. Both aspects again could limit or reduce the quality of the designs that are produced.

Image source: Rethink/Heinz

Technology is already notoriously biased when it comes to race and gender and there’s no reason to believe that AI will be any different. Brands and creators need to remain vigilant and aware.

And legally, the issues are still unclear. At the moment, the designer owns the copyright that an AI produces. But that could change. And the issues of too closely copying, for example, the work of an existing artist, or even another brand, are yet to be explored.

For designers, creativity is their currency. And even as AI advances, its clear that that isn’t going to change. Yet far from erasing their role in the creation of new brands, the role of designers in the era of AI is set to be more crucial than ever.

The role of the designer as editor, innovator and refiner of the results that AI produces is vital. AI has creativity, but it doesn’t necessarily have taste or the ability to discriminate between standard and more premium design cues… it doesn’t have the human experience that truly makes great design.

For drinks brands and for drinks branding agencies, AI looks likely to become a handy best friend, a reliable assistant. But as trends and tastes evolve and brands need the edge to stand out in a fast moving market, producing something new and fresh and showing point of difference is more important than ever. AI can make things easier, but true originality and innovation that moves things forward will always come from humans.

Image source: The Cabinet/Dall-E

Image source: Becks

HARD

SELTZER VODKA SELTZER

ARE HARD SELTZERS IN THE UK FINALLY OVER?

When hard seltzers first appeared a few years ago, they prompted a gold rush. Every brand worth their salt hopped into the category, hoping to ride its initial sales momentum. Though still performing relatively well in its native US market, things are starting to cool. Yet, the new launches continue. Now, as one major brand, White Claw, takes its first steps outside of the category by launching a vodka, we ask is there life in the old dog yet? Or is this a sign that the party is over?

A flavourful vodka launched by a hard seltzer brand? Ooooooooh the irony. Look, we can debate the merits and flaws of a category that markets itself on being low-calorie, low-ABV, low-carb and let’s be honest, low-taste as much as we like. However, providing a much-needed solution for consumers looking for a light, sessionable, lifestylecompatible beverage was an open goal. And for some, hard seltzers provide a satisfying option. This global market was worth US $4.4 billion in 2019 and is expected to grow to $14.5 billion by 2027 according to Grand View Research.

While in the US, they have been wildly successful, other markets such as the UK have floundered. But now, a few years in, watching the next steps of hard seltzers brands themselves seems to be a useful health check for the category and an indicator of how and where things are going. And it seems the battle lines have been drawn, as well as brand spin-offs, it’s all about flavour. And not a small amount of consumer confusion.

SUNNYD SELTZER?

Lately, there’s been no shortage of activity. First up, there’s soft drink brands opting in. Remember SunnyD, the orange drink that used to turn people yellow? Fun. According to its chief marketing officer, Ilene Bergenfeld: “SunnyD is a powerful brand, the most boldly unique orange drink on the planet.” You can say that again. So, what does a powerfully orange soft drink have to bring to the seltzer category? Well, some would say flavour. According to Ilene: “Many have told us that they enjoy SunnyD as a mixer and asked for this product. So, we looked at the hard seltzer category and thought, good, but we can do better.”

Even though the hard seltzer as a category essentially takes a non-alcoholic soft drink and adds a little booze, it’s a marked step change for a soft drink brand to join in, even more so for them to market themselves on being boldy flavoured.

BUD LIGHT SELTZER IS NOT A BEER

Flavour confusion is something that Bud Light are also having to deal with. The brand crossover itself is confusing some consumers it seems. Running with it, Bud has launched a new ad campaign promoting that it is in fact 100% hard seltzer and 0% beer. Just a cute marketing ploy? Well, not really. It follows news that that 54% of consumers believed the beverage actually contained Bud Light beer. We can see why they’d think so, but it doesn’t.

And yet, here comes perhaps the most confusing brand crossover the category has seen yet.

We’re used to seeing existing brands jumping into the seltzer category (hello Smirnoff, Corona, Bud Light et al), but a hard seltzer brand opting out? White Claw’s new vodka marks its first steps into becoming a spirit brand.

WHITE CLAW LAUNCHES A VODKA

Its connection to its brand identity lies in utilising its wave-filled logo. Yes, its Triple Wave Filtered, don’t you know. Apparently: “The first-of-its-kind filtration process uses tremendous pressure equal to three 30-foot waves to create a vodka with distinctive taste, aroma and smoothness.” We don’t quite know what that means either.

But here comes the kicker. According to the brand, it is taking advantage of a change in US regulations that means vodka no longer needs to be "without distinctive character, aroma, taste, or colour".

Image source: White Claw Spirits

Founder & CEO, The Mark Anthony Group of Companies, Anthony von Mandl says: "We believe that quality vodka shouldn't be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit."

It’s available as a straight vodka and a line of flavoured variants. Cool. But confusingly, the brand has also launched a line of RTD vodka sodas in Pineapple, Peach, Wild Cherry, and Watermelon varieties, which don’t look much different, nor at 100-calories, offer much different than its original hard seltzers.

WHAT DOES IT ALL MEAN?

So, let’s be blunt…. It seems like the category is having somewhat of an identity crisis. Or at least, brand owners seem increasingly confused as to what to do next to keep consumers a) interested and b) within their brands. Some would say it’s an inevitable problem. When you have a surge of brands all offering liquids so similar, with branding so similar (step forward to white slim can) how do you ensure consumers keep coming back to your brand and your brand alone? Possibly, when you market yourselves on neutrality, you can’t.

Seasonal variants have been one answer to this conundrum. However, even here momentum and ideas appear to be waning. The star of Truly’s latest seasonal variety pack was a mystery, unidentified flavour, that it asked consumers to guess. Which feels ironic.

White Claw’s move however feels like an outright vote of no confidence. Though the category itself was created essentially by brewers facing dwindling sales who wanted an in on something mass appeal and sessionable, White Claw’s new venture looks and feels like it’s building itself an ‘out’.

Let’s ignore the positions of existing brands that continue to opt into the category for a second. White Claw now raises an interesting question; are the brand names and identities unique to hard seltzers now stronger than the category itself?

Though Bud Light’s identity crisis campaign seems to decidedly say that no, they’re not, it sure looks like White Claw is hoping so. White Claw Premium Vodka seems to be the canary in the coal mine and a clear indicator that – to quote the incredible Whoopi Goldberg for no reason at all, other than that we wanted to - hard seltzers, you in danger girl.

Image source: SunnD Cocktails

LIQUID FOUNDERS: SEB BARNICK, PLEASANT LAND DISTILLERY

WHAT MADE YOU THINK THERE WAS AN OPPORTUNITY FOR ‘ANOTHER’ NEW DISTILLERY?

The contract distilling landscape in the UK is a really interesting one. The gin brand explosion of the past decade has sparked lots of innovation and democratised access to building a brand and to owning a distillery. The construction of a distillery is costly and realistically, the expense isn't worth it unless you are making around 50,000 bottles per year. This means that it makes a lot of business sense to have an expert make it for you. Especially when you take into account all the permissions, audits, food safety and logistics required to make it work!

The low technical barrier to entry for gin means there are now hundreds of self-styled master distillers out there but in reality you can count the number of professionally trained (IBD or Herriot Watt) contract distillers on one hand and within that, they are all solely focused on compounding (liqueurs) and rectification (gin/ spiced rum). For people looking to create incredible products from scratch, the options are non-existent and Pleasant Land Distillery now provides a sustainable option to do this. Also, when we started, the other distillers were all at production capacity and we have been responsibly producing new and interesting spirits ever since!

WHAT ARE YOU DOING DIFFERENTLY TO OTHER ENGLISH DISTILLERS OUT THERE?

Firstly, we are a team of experts with a wealth of experience in the production and business of spirits. Our transparency and commitment to being the good guys means that our customers stay with us.

Secondly, our commitment to environmental stewardship means that brands who start with us are well placed with their green credentials to meet consumers demand for environmentally friendly products.

Thirdly, the sky is the limit in terms of what we can achieve. We have an amazing array of stills and areable to make pretty much anything, from anything.

WHAT AREAS ARE YOU EXCITED ABOUT IN TERMS OF NEW THINGS HAPPENING IN DISTILLING?

The gin craze has really educated the consumer on quality and flavour, meaning that it is no longer enough to make a standard product and

slap the word "Craft" on it somewhere. This has led to some serious grass roots innovation in the industry, ranging from the modernist distilling movements at places like Empirical's Koji and kombucha distillates all the way to people bold enough to take a spirit from its traditional home and trial it in a new location such as South African agave spirits. The world is our oyster and people are wise to the true craft involved in a quality product.

WHAT DO YOU BELIEVE IS THE KEY TO THE LONG-TERM SUCCESS OF PLEASANT LAND DISTILLERY?

In this day and age we are dominated by a lack of borrowing opportunity, supply chain crisis and uncertainty. In order to succeed we

WHAT IS THE BEST AND THE WORST THING ABOUT BEING AN INDEPENDENT BRAND OWNER?

The best thing about it is the amazing team of people I get to work with to collectively channel our creativity into some incredible products. The worst thing is now being unable to enjoy a mediocre drink in a dive bar, although I am not against trying.

WHAT ADVICE WOULD YOU GIVE TO AN ENTREPRENEUR LOOKING TO START A DRINK BRAND?

The best advice I would give is to make sure it is not a product for everyone. The world is a big place and success comes from owning your niche.

Spring 2023

Liquid is produced quarterley by The Cabinet. Interested in finding out more about what this might mean for you and your business?

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