Business name / website address?
To create naturally delicious grown-up drinks with no alcohol, sugar or calories
Where are you based?
We are out of the big smoke, with an office in the countryside outside Wantage and the factory is outside Tring.
Where are your clients based?
They are a very global bunch and we have shipped to over a dozen countries, but our main focus at the moment is cracking the UK.
Where are you now in the lifecycle of your business?
We are right at the beginning, but it is a very fast moving category. We are up and running and selling and growing fast.
Where would you like to be in 5 years time?
We want to be right at the heart of the grown-up non-alcoholic category, which we see as a truly global opportunity. So more people, more flavours and lots more hero cities and countries. Hopefully a recognised brand that people love and still enjoying the ride.
What motivated you to start your business?
I have always been very entrepreneurial and having exited my previous business, I wanted to do something that I was really passionate about. I used to be a chef and write cookery books and had a food .com. I partied hard and loved to entertain, I even wrote a book on the Art of the Vodka Jelly. I have grown up (a bit) now, live in the country and have kids. I still love entertaining and partying, but alcohol plays a smaller part in this. I was not impressed with the options available and felt I could do better, so I went for it.
What have been your most difficult challenges so far?
There are challenges every day and I have something most months that would make many people throw in the towel. Scale is often the problem and getting suppliers to take you seriously when you have big plans, but are not quite able to order on that scale yet.
What have been your biggest wins and most satisfying highs?
When Heston Blumenthal’s Fat Duck restaurant placed an order. To me they are one of the best restaurants and certainly the most creative in the world. To have people like that wanting the product is just awesome. I jumped up and down and ran around the room.
How do you let off steam/relax?
I deal with stress by not getting stressed and can take most things pretty well. However holding my five week baby in my arms or getting a big cuddle from my two year old makes everything feel better.
What are the most valuable tools you use to communicate with your clients?
Nothing replaces face to face and looking at how people react when they taste it. I have had a tasting box specially made so I can show up, look great and show the product at its best. Instagram is the best social media for me by far and I send and get an awful lot of emails.
What’s your personal motto?
Its going to be great, followed by go large or go home. If I am out selling, I often say: “It’s not a no until they call security” though you will be pleased to hear I have never been asked to leave by them.
Pick one person (male or female) who has inspired you most on your journey?
It would have to be my father. He has brought me up to go for it and believe that anything is possible. He is always full of great advice, support and belief.
Pick one person who would be your dream business or life mentor?
William Morris. Talented at so many different things from fabric design and interiors to poetry, languages and someone who always pushed and never gave up. When he died, his doctor said simply that he died of “Simply being William Morris and having done more work than most ten men” I think he would push me to different things and be the perfect sounding borad when it is time to pivot.
Why is being part of a membership organisation like The Goddess Formula (ie. creating a likeminded business support community) important to you?
Networks are essential and offer so many types of support. Lucy the founder of Goddess Formula has been starting businesses and making things happen her entire career, so really understands the pressures and how hard it is. It is not a smooth path, it is a mountain littered with crevasse’s and you need friends to get over them. Whether it is an introduction or a kind word when you are feeling down, no one can make it to the top without help and The Goddess Formula is a huge help.