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
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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