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Spirits soar in Surrey Hills as Silent Pool rides artisan gin boom Spirits soar in Surrey Hills as Silent Pool rides artisan gin boom
(35 minutes later)
“I’m making something that people smile about and we have won awards. We’re building a brand. It is just fantastic.” So says Ian McCulloch, a former commercial director of ITV who is now playing a part in the UK’s gin boom.“I’m making something that people smile about and we have won awards. We’re building a brand. It is just fantastic.” So says Ian McCulloch, a former commercial director of ITV who is now playing a part in the UK’s gin boom.
McCulloch is the founder and driving force of one of the country’s newest gin brands, Silent Pool, sales of which have trebled in six months. One of a number of artisan gin products eating into the market share of traditional brands, such as Gordon’s, Silent Pool is based in the Surrey Hills near Guilford. It is located on a historic site owned by the Duke of Northumberland, who is said to be an enthusiastic backer of the business. McCulloch is the founder and driving force of one of the country’s newest gin brands, Silent Pool, sales of which have trebled in six months. One of a number of artisan gin products eating into the market share of traditional brands, such as Gordon’s, Silent Pool is based in the Surrey Hills near Guildford. It is located on a historic site owned by the Duke of Northumberland, who is said to be an enthusiastic backer of the business.
“Demand has just skyrocketed in the past few months,” McCullough says, adding that in a Majestic Wine store in Guildford his firm’s gin accounted for one third of all spirits sales recently. It is quite an achievement for a brand that didn’t exist until just over a year ago – and at around £38 a bottle costs three times as much as a bottle of Gordon’s in Tesco.“Demand has just skyrocketed in the past few months,” McCullough says, adding that in a Majestic Wine store in Guildford his firm’s gin accounted for one third of all spirits sales recently. It is quite an achievement for a brand that didn’t exist until just over a year ago – and at around £38 a bottle costs three times as much as a bottle of Gordon’s in Tesco.
McCullough first pitched the project of creating an artisan gin business to James Shelbourne, a drinks brand-building expert, in the spring of 2013 over drinks in a local pub, the Onslow Arms in Clandon.McCullough first pitched the project of creating an artisan gin business to James Shelbourne, a drinks brand-building expert, in the spring of 2013 over drinks in a local pub, the Onslow Arms in Clandon.
By 2014, using their own financial resources, the pair invested in a distillery on a site that used to be a farmyard barn, with Shelbourne as the company’s sales manager.By 2014, using their own financial resources, the pair invested in a distillery on a site that used to be a farmyard barn, with Shelbourne as the company’s sales manager.
A veteran of the global drinks industry, Shelbourne oversees all aspects of distribution for Silent Pool Distillers. He grew Inspirit Brands from a fledgling marketing and distribution company into a multi-million pound business.A veteran of the global drinks industry, Shelbourne oversees all aspects of distribution for Silent Pool Distillers. He grew Inspirit Brands from a fledgling marketing and distribution company into a multi-million pound business.
Related: UK's 'gin renaissance' continues with sales set to top £1bn for first timeRelated: UK's 'gin renaissance' continues with sales set to top £1bn for first time
After hiring a couple of distillers from Heriot-Watt University’s esteemed brewing and distilling courses in Edinburgh, Silent Pool sold its first bottle of gin in November 2014. It has been a fast-moving journey since then.After hiring a couple of distillers from Heriot-Watt University’s esteemed brewing and distilling courses in Edinburgh, Silent Pool sold its first bottle of gin in November 2014. It has been a fast-moving journey since then.
Six months ago, the business was selling 500 bottles a week and now that figure is touching 1,500. “We’re probably doing about 10 times as much as we prepared for in our business plan,” says McCullough, adding that there is a small crew of wives, girlfriends and boyfriends to be drafted in as extra labour if and when the need arises to help the company meet demand.Six months ago, the business was selling 500 bottles a week and now that figure is touching 1,500. “We’re probably doing about 10 times as much as we prepared for in our business plan,” says McCullough, adding that there is a small crew of wives, girlfriends and boyfriends to be drafted in as extra labour if and when the need arises to help the company meet demand.
“People have gone crazy for it locally … a lot of local independent sellers are saying they sell more Silent Pool gin than any other.”“People have gone crazy for it locally … a lot of local independent sellers are saying they sell more Silent Pool gin than any other.”
Silent Pool is also being exported, to the Netherlands, Denmark, France and Italy, and has recently agreed a deal with Eurostar to help the cross-channel service celebrate its 21st birthday with a bottle called Toujours 21.Silent Pool is also being exported, to the Netherlands, Denmark, France and Italy, and has recently agreed a deal with Eurostar to help the cross-channel service celebrate its 21st birthday with a bottle called Toujours 21.
“We just have to paddle harder,” McCullough says of the growing demand.“We just have to paddle harder,” McCullough says of the growing demand.
He attributes the company’s early success to a distinct product that is supported by people who understand marketing and brand building. “A lot of gins look like artisan gins, but they’re not really. We make everything on site.He attributes the company’s early success to a distinct product that is supported by people who understand marketing and brand building. “A lot of gins look like artisan gins, but they’re not really. We make everything on site.
“The pool is spring-fed and there’s lots of local mystery surrounding it.” A woodcutter’s daughter, for example, is said to have met a tragic fate after being so scared by a nobleman on a horse that she swam into deeper water and drowned. The crime writer Agatha Christie disappeared for 11 days in 1926, and when her car was found nearby it was feared she had drowned in the Silent Pool.“The pool is spring-fed and there’s lots of local mystery surrounding it.” A woodcutter’s daughter, for example, is said to have met a tragic fate after being so scared by a nobleman on a horse that she swam into deeper water and drowned. The crime writer Agatha Christie disappeared for 11 days in 1926, and when her car was found nearby it was feared she had drowned in the Silent Pool.
Retailers such as Waitrose have recently reported growing interest in new gin brands. The supermarket said this summer that it added 27 new gins over the year, and that the fastest sales growth was in the artisan brands.Retailers such as Waitrose have recently reported growing interest in new gin brands. The supermarket said this summer that it added 27 new gins over the year, and that the fastest sales growth was in the artisan brands.
Majestic’s chief executive, Rowan Gormley, said: “There has been a strong growth in craft beer and artisanal spirits. I think there’s been a swing back to authenticity and a bit of a backlash against supermarkets. I think it’s about wanting to connect with people who make real stuff.”Majestic’s chief executive, Rowan Gormley, said: “There has been a strong growth in craft beer and artisanal spirits. I think there’s been a swing back to authenticity and a bit of a backlash against supermarkets. I think it’s about wanting to connect with people who make real stuff.”
McCullough says a change in the rules on still sizes, to allow smaller equipment for the distilling process, has made it easier for smaller firms to enter the market. “That brought the price of equipment down and increased innovation. There’s a lot of people on a gin journey,” he says.McCullough says a change in the rules on still sizes, to allow smaller equipment for the distilling process, has made it easier for smaller firms to enter the market. “That brought the price of equipment down and increased innovation. There’s a lot of people on a gin journey,” he says.