All content is sourced from the indicated website (accessed 13 February 2017), unless noted otherwise. Copyright in quoted text and photographs belongs to the original owners.
Of the brands featured only Seedlip and Stauning Whisky have received investment from Distill Ventures.
It was one of those late summer London evenings where you feel lucky that you’re still able to eat outside. Over dinner, our friends were telling us about the first year of their gin business. They had created a great liquid in a beautiful bottle – but they’d also battled with regulations and found it hard to access even quite basic information about the industry.
It sparked a thought, and we spent the next few weeks meeting and listening to many drinks entrepreneurs. The same challenges came up again and again and we started thinking about how we could help.
The result was Distill Ventures: the first accelerator in the world aimed at helping entrepreneurs in the spirits industry. We’re fortunate to be working with great founders, and we're always looking for more to join the portfolio.
One of the best bits of the job is meeting so many people who've started a business and hearing their stories. We live in a time where – as a founder – your story is one of the most powerful tools you have. We sometimes call it your “unfair advantage”. At Distill Ventures we constantly seek out the best people, ideas and brands in the industry and try to learn from them. This booklet has been created in that spirit. We hope it may provide some inspiration, alongside some practical tips, to help you tell your story in the most effective and powerful way.
For other inspiration and provocations or if you’d like to get in touch, please check out distillventures.com.
The DV TeamThanks to the brilliant founders, whose work inspired this booklet and is featured within it.
After years of industrialised food and drink, and feelings of betrayal by large corporations, people are reconnecting with companies where they know the people behind the product.
Your story is your opportunity to engage people around your purpose, what you stand for, how your business came to be and where you’re headed. No matter how big their advertising budget, it’s something very few big brands are able to do.
But that doesn’t mean you can’t get input on how to tell it in the most effective way. This booklet is intended to help you hone your storytelling by using some of the key elements that make up a good narrative.
Invite people into your story
Make
What happens next? This is the question that has driven our curiosity ever since our first childhood stories. Taking your audience back to the moment when you started is not just a way of introducing your purpose, but of hinting at what’s to come. Create the sense of an adventure about to begin.
Hiut Denim, co-founded by David and Clare Hieatt in a small town in Wales, is a cult denim brand, sold the world over and worn by celebrities. Previously, David created an eco-friendly clothing company called Howies.
An inspiring reason to exist that looks to the future and fits within a bigger narrative of our time: cost cutting vs. doing good. David is creating intrigue by tying the future of the brand to the future of a community. He also builds uncertainty: the challenge for this “small town” is so big that no one knows if this battle can even be won.
Cardigan is a small town of 4,000 good people. 400 of them used to make jeans. They made 35,000 pairs a week. For three decades.
Then one day the factory closed. It left town. But all that skill and knowhow remained. Without any way of showing the world what they could do.
That’s why we have started the Hiut Denim Company. To bring manufacturing back home. To use all that skill on our doorstep. And to breathe new life into our town.
As one of the Grand Masters said to me when I was interviewing: “This is what I know how to do. This is what I do best.” I just sat there thinking I have to make this work.
So yes, our town is going to make jeans again. Here goes.
What comes next ?
- Simple - Memorable
- Easy to repeat
Setting up jeopardy and intrigue looking to the future.
Create a sense of purpose.
Kyrö Distillery was launched by five friends in Finland in 2014. It won gold in the whisky category at the International Spirit Awards (ISW), and is now exported to several markets.
An exciting and quirky adventure with a great start. The moment of "conception" – in a sauna – brings us straight into the Finns' wacky, inventive culture and sparks curiosity about what the five friends could bring to rye spirits.
- Distinctive - Anchors the story in Finland
- Sets an irreverent tone for the journey
Like most of the best things and a part of the population, the idea for the all-rye distillery was conceived in sauna. Location was quickly decided: the most famous cheese factory in Finland was empty and was ready for gentle takeover. After enduring two years of building and bureaucracy, the fearless Rye Rye distillers finally heated the stills in 2014.
A sense of something weird and wonderful in the making. Creates a desire to follow them.
"Sauna" detail is a powerful start point
"Heated the stills" Takes us right to the moment. More interesting than "production began."
Establishes the battle and a determination to make it a success.
Create as much excitement about the future as about what’s already happened.
Look back to the moment when you took the leap. Reconnect to what inspired you and what’s been driving you ever since.
You don’t have to take centre stage to create a compelling journey, but you will have to make a choice early on about who or what the hero is.
Framing your story in the context of bigger change in the world can help people relate to your mission.
What next?
Imagine your story is a six-part drama.
What is the cliff-hanger moment at the end of episode one?
Think twice before using the following sentences...
More people will find affinity with a passionate story than a business case.
We’re excited by passionate makers, who’ve taken a great leap. If you’re bringing something from abroad, think adventure and challenges rather than a good tourist story.
To build a more original narrative and get people intrigued about what happens next, you may want to think about a different start point than most other brands.
People will only follow your story if they care about you and the journey you are on. You can find your own ways to make people care. But there are also some “founder plots” that always seem to strike a chord:
- We care about the underdogs, who beat the big guys.
- We care about the good guys, doing things simply out of passion.
- We care about irrational people, taking on challenges bigger than themselves.
- We care about misfits and eccentrics, who turn into heroes.
- We care about people doing things together, and how one plus one can become three.
Since launching in 2011, Salt & Straw, a farm-to-cone ice cream company from Portland, Oregon, has opened shops in several locations across Portland and Los Angeles. Co-founder Tyler Malek made it into Forbes’ “30 under 30 Food & Wine”.
This story (extracted from an article) is a great example of playing up the vulnerability of the founder to elicit an emotional response. The journalist makes great use of the image of the car salesman to accentuate Tyler’s character traits: imaginative, kind and fun… just like the company he created.
Instant, strong sense of personality. A character we want to root for (here because of outsider/underdog traits).
make it personal. A small town underdog.
Another specific detail to enrich the story and
In March 2011, a shy, pompadoured 23-year-old named Tyler Malek–lately released from a car salesman’s job for “being too nice”–experienced an epiphany while roasting bone marrow in his kitchen in Snohomish, Washington. Marrow owes its rich, meaty wallop mostly to its fat content; fat is the ultimate flavor delivery vehicle. Ice cream is mostly fat; fats are interchangeable.
Bone marrow ice cream. It was possible.
Not just possible: to Tyler Malek, it was suddenly obvious.
Good trick: using an image as a shortcut. "car salesman” is a dated stereotype of success.
A great memorable detail - repeated - that emphasises Tyler's “maverick” character.
Koval Distillery makes award-winning organic whiskey, brandy, liqueurs, and vodka. This husband and wife team have become figureheads in the US craft spirits movement having educated over 1,000 people and helped set up many other distilleries.
Koval’s founders create a strong emotional connection by using family history to tell their story. In describing their grandfathers’ colourful lives and personal qualities, they explain the legacy they want to honour. The mission feels meaningful and important, and makes us care about their success.
The name Koval means “blacksmith” in numerous Eastern European languages, but the word in Yiddish also refers to a “black sheep” or someone who forges ahead or does something new or out of the ordinary. Sonat’s great-grandfather earned Koval as his nickname when, at the ripe old age of 17, he surprised his family and emigrated from Vienna to Chicago in the early 1900s to start a business. Coincidentally, the surname of Robert’s grandfather (at whose side Robert learned the art of distilling) is Schmid – German for “smith”. Sonat and Robert chose the name Koval to honour both men – and to reflect their own extraordinary decision to leave their careers to make some of the most unique whiskey in America.
koval-distillery.com
Website then links to press article. A nice way to add depth to the story while keeping things clear and simple on the website.
Makes people care
Adding a personal touch and building credibility as business owners & distillers. A sense that they're living up to their grandparents' dreams and ideals, and making them proud.
"Black sheep" image is a shortcut. Uses double meaning - doing something unexpected that may embarrass family but may lead to something out of the ordinary.
You can instead create a strong connection with a small number of people. A polarising character can be more interesting than a crowd-pleaser.
When you’ve decided who you want to appeal to, find strong images to quickly make a connection: black sheep, car salesman, making your grandparents proud...
If someone else tells your story in a great way, why not use it?
It’s not just about getting people to like you, but getting them to follow you on a journey...
Who are your favourite fictional characters and why do people care about them?
In your story, what can lead people to care about you?
For inspiration, consider the 'founder plots' we introduced on p. 27
The underdog, who takes on the big guys. The maverick, doing things out of passion. The ambitious, taking on challenges bigger than themselves. The eccentric, going against the grain. The gang, how one plus one can become three.
"The children's television host Mr. Rogers always carried in his wallet a quote from a social worker that said: "Frankly, there isn't anyone you couldn't learn to love once you've heard their story". And the way I like to interpret that is probably the greatest story commandment, which is: "Make me care"—please, emotionally, intellectually, aesthetically, just make me care.”
Andrew Stanton, Pixar Filmmaker, "The Clues to a Great Story", Ted Talk (bit.ly/tedastanton)
Opened in 2003 by René Redzepi, Noma is known for its reinvention and interpretation of Nordic Cuisine. It was ranked Best Restaurant in the World four times. At the start of 2017, Noma was in the process of a radical transformation: closing their previous location and re-inventing themselves as a state-of-the-art urban farm.
What starts as a clear reason to exist becomes a messy journey on which the chef slowly unravels the truths in his quest to redefine Nordic cooking. It’s captivating to see one of the greatest chefs of the decade share (in a very personal way) the doubts, confusions, ideas and discoveries that have shaped Noma’s journey.
It just felt right, and I thought to myself, we can really build something here – I can’t turn this down. We shook hands and decided on a grand idea, one which seemed so unlikely at the time: the restaurant would attempt to define the cooking of our region through Nordic produce. And that’s how we began, with a very strict dogma to only use the ingredients from our vast territory, thinking that a new type of cuisine, or a new flavour would evolve from that.
It didn’t take very long for us to realise that this wasn’t going to happen. Cooking a goulash only from local ingredients didn’t make that hearty stew taste new or like it was truly from here. We stumbled forward slowly the first couple of years, and realised with each day that distilling our landscape onto plates of food was a very, very complex task. The answers wouldn’t be found in Nordic produce alone.
Besides that, we have been pretty confused about just about everything. For many years I was wrestling with the very definition of the word local. I mean, where do we even draw the borders of the Nordic region?...
At one point quite a while ago, in the midst of all the confusion, hard work, and doubt, we realised that we’d been organizing our menus and even methods of work in a stupid and somewhat impractical way. Here we are in a region where the seasons change dramatically from barren cold to warm abundance, yet our restaurant and the menu format more or less stay the same. We haven’t been able to transform as dramatically as the weather does; at least until now. We’ve made the decision to change the restaurant along with three very distinct seasons.
It took us a while to figure this all out. Like I said, we’ve been planning for the change for years. That’s why it’s great for me to announce that at the end of December 2016, we will run our last service at Noma.
Most famous chef in the world is not afraid to share doubts in a personal way.
Using the first person. - honest, personal, direct
These phrases highlight doubts and questions along the way. Makes us far more interested in the quest, and in what comes next.
Revealing lows as well as celebrating highs evokes qualities such as determination, imagination, kindness: these are your superpowers.
Create a sense of jeopardy
Will it work? Suspense and unexpected developments create intrigue.
Not drawing a perfect line is also a way to talk about what you’re making, why you’re making it and what it takes to follow your purpose, every day.
Open up the journey. Understanding what’s been going through your mind since you started and what you’re plotting is more interesting than showing a final product.
What were the biggest doubts and risks?
Highlight key moments that define your journey. Turn the page and list your ups and downs...
The most exciting thing about telling your story today is that all the drama and magic is unfolding here and now, before our eyes. Celebrating the people who join the journey –helping you navigate the highs and lows – is a great way to build a community around your brand. It is also an invitation for people to write the next chapters with you.
Innocent is the UK and Europe’s number one smoothie brand. It was founded by three young Cambridge graduates in 1999 before selling to Coca-Cola.
The Innocent website features a playful and entertaining timeline of all the people who came into their story. It recognises all sorts of contributions: the customers providing early encouragement; their first investor; the colleague who had a smoothie mishap. Even their critics are given a role. The images on the next page pull out a few examples.
The boys sell their first smoothies from a stall at a music festival in London. A sign above the stall reads “Should we give up our jobs to make these smoothies?” and people were asked to throw their empties into bins marked ‘Yes’ or ‘No’. (‘Yes’ wins.)
They write a business plan. Nobody wants to invest (to be fair, it did look a bit boring, see left). They re-write the plan another 11 times. Every bank, venture capitalist and business angel in London turns them down.
A desperate email is sent to everyone they know, with the subject “Does anyone know anyone rich?” Enter a nice man called Mr Pinto, without whom....
Right from the start, customers have been part of the journey Simple and direct " Th ank you" is likeable and human
Key supporters and detractors are recognised throughout their story, making it feel less like a company, more like a "movement"
Steve Hindy and Tom Potter founded Brooklyn Brewery in 1998. The pair realised early on that they could make "Brooklyn" the heart of the brand. Today, they brew some of America's highest-regarded and most creative beers.
One of the most magical parts of the Brooklyn Brewery story is how Steve Hindy courted Milton Glaser (designer of the I LOVE NY logo) to design their logo, and how he had to live with the design for a week before he fell in love with it. This anecdote and their long-lasting relationship have been a great foundation for the brewery's New York narrative.
- Steve Hindy hunting down famous NY designer Milton Glaser is a standout anecdote. It shows the founder's boldness and determination.
(See him tell the story in the 'New York Makers' Magazine)
(bit.ly/SteveHindyNewYorkMakers)
- It started as a long-term partnership that both sides celebrate.
EX-REPORTER STARTING OUT IN BREWING HUNTS DOWN THE MOST FAMOUS DESIGNER IN NYC
- The story and partnership with the famous New York designer highlights the brewery's Brooklyn and New York roots.
Take every opportunity to capture images of your great partnerships and the people you encounter (chefs, designers, artists, bartenders...)
Celebrating the people who join your journey will add to the sense of a movement & make your purpose feel bigger.
An opportunity to build a community
Make it more than a journey of one and celebrate the people who rally behind you.
Find ways to build long-term partnerships with those keen to take a bigger part in the journey.
Inviting people into your story who have the same values as you can make your purpose and mission even clearer
e.g. Brooklyn Brewery X proud New Yorker Milton Glaser.
List all of the people who have helped along your journey.
Create four Instagram posts (image and text) to celebrate each of these people. Choose those who best illustrate the journey you’re on.
Continue to work on your storytelling craft. It takes hours of practice and repetition. Continue to live your story. It's an ongoing narrative. Continue to find new people to tell your story to and make it easy to repeat. Let your story flow.
There are many stories out there, so you need to work hard to stand out, be talked about, and be remembered. The best storytellers often identify a powerful image, phrase or symbol to convey all the magic and drama of your story in seconds. They’re usually a pretty literal representation of a moment of truth in your story: a specific detail likely to capture what their journey is all about.
Founded by childhood friends Sam Galsworthy and Fairfax Hall, Sipsmith was the first copper-pot distillery to launch in London for nearly 200 years. The "sublimely sippable" spirits they produce with Master Distiller Jared Brown, are now growing in popularity around the world.
Mention Sipsmith and many people will probably picture a beautiful copper still, a small room and three passionate friends, dressed in their eccentric finest, pouring gin from a height. In a world of industrialised food and drink, Sipsmith cut through with this memorable image, capturing what’s so appealing about founder-led spirits companies: real people; traditional skills; and a touch of irreverence.
Jared, Sam & Fairfax
All recognisable “faces” for Sipsmith.
Capturing the essence of your story in an image makes it easier for people to pick it up, pass it on, and remember it!
Image used everywhere
The copper stills:
A direct reference to their story: they set up the first traditional copper still in London since 1820 - in the city that named London Dry Gin.
Capturing the magic of a founder story - set in “tiny” West London distillery where it all began.
Seedlip is the world's first distilled non-alcoholic spirit, created to solve the dilemma of "what to drink when you're not drinking™". The founding entrepreneur, Ben Branson, developed the spirit in his kitchen in the woods using a small copper still and a copy of The Art of Distillation from 1651.
Ben is great at keeping things really simple. He's distilled down his story in a powerful image and sentence to make it really sticky and easy for people to pass on.
Founded by Ben in his kitchen in the woods, with a copper still and copy of The Art of Distillation to continue his family’s 300 year farming ancestry and change the way the world drinks.
¤ Seedlip Retweeted YellowKiteBooks
We asked @SeedlipSpirits about setting up your own business, in a kitchen in the woods! yellowkitebooks.co.uk/?p=1853
Having the right form of words and image makes your story easier to share and repeat.
"...the one thing that captures both the emotion and the idea of the story at once in one fell swoop . A singular, elegant moment of clarity. A literal representation of the truth that is inherent within every story."
Explore the key moments of truth in your story. Is it about what was going through your mind when you started, the challenge you took on, why people care about you, a magical incident...?
Find the one image or symbol that best captures the magic and challenge in your journey (as opposed to a profile picture).
Find the one sentence that truly captures the magic of your story – ready for people to borrow and copy. Think of it as a hook capturing what’s exciting about your journey rather than a “summary”.
No matter how abstract, begin gathering images that represent or summarise your business. They could be from favourite magazines or blogs, or they could be close to home.
Look around your office, desk, Instagram, Pinterest, photos on your phone(s), articles you’ve featured in, your old notebooks.
Find one killer image and sentence to convey your story.
Choose a really memorable phrase and a powerful image - the aim is to distill your story to its essence. You may want to look through images you already have.
You could think of it as the main version that features on your website.
The one sentence that captures the essence of your story. Make it memorable and easy for people to share and repeat.
The killer image that immediately conveys your story.
A brilliantly crafted story will take on a life of its own...
Carmine Gallo, The Storyteller's Secret: From TED Speakers to Business Legends, Why Some Ideas Catch on and Others Don’t.
(London: St. Martin's Press, 2016)
We really like the format of this book. It looks at how the greatest leaders tell their stories to the world. The author accompanies each chapter with storytellers' tools and secrets, and concludes with a handy checklist at the end.
Andrew Stanton, Pixar Filmmaker, “The Clues To a Great Story”, TED.com, Feb 2012 (bit.ly/tedastanton)
This video struck a chord with us. Simple, powerful lessons on how to make people care about your story.
Mark Bezos, “A life lesson from a volunteer firefighter”, TED.com, Mar 2012 (bit.ly/tedmbezos)
An example of a story well told. Mark, a volunteer firefighter, demonstrates the importance of being selective with the details you share.
Bobette Buster, Do Story: How to Tell Your Story So the World Listens.
(London: The Do Book Co, 2013)
Screenwriter Bobette Buster shares techniques and exercises to help create distinctive narratives.
Images are one of the most powerful ways to tell a story. The best ones combine elements of who you are, where you come from, what you do, why you do it, what makes you different. A path to creating great images is to learn from the best. Here are some examples: Pinterest board - (bit.ly/dvfounderimages)
There are no shortcuts to becoming a great storyteller. Keep reading, writing and sharing...
Designed in partnership with BuroCreative.
BuroCreative is a brand design studio working with modern businesses of all sizes in food and drink, luxury, leisure and hospitality. BuroCreative thrive on breaking new ground and have helped startups become leaders in their field.
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