In a conversation between Seb Heeley (Co-Founder of Manchester Distillery), Emma Godivala (Co-Founder of York Distillery), and Olivier Ward (Founder of Everglow Spirits), the trio explored the essential role of tourism, transparency, and experiences in building successful gin brands.
Their discussion focused on how these elements shape not only customer experiences but also long-term brand loyalty, with valuable insights for gin distilleries at every stage of their journey.
Some context on York Distillery:
York Distillery, located in the historic city of York, is renowned for blending tradition and innovation in its gin production. Their front of house is based in a 16th-century Tudor building, and the brand is fast becoming a cornerstone of the city’s tourism offering. Which is saying something given the history it boasts at every corner.
York’s picturesque setting, attracting millions of visitors each year, makes the distillery’s shop a prime destination for tourists keen to explore the city’s heritage while sampling locally crafted spirits. The distillery embraces its connection to York’s past, using both the location and the city’s stories as integral parts of its brand identity.
Some context on The Spirit of Manchester Distillery:
The Spirit of Manchester Distillery, located in the heart of Manchester, is a prominent distillery known for its passion for creating premium spirits with local character. Housed within the city’s railway arches, the distillery blends Manchester’s rich industrial heritage with modern distilling techniques.
As a part of the city’s vibrant community, it offers visitors an immersive experience, allowing them to witness the distillation process firsthand. The distillery is also home to a popular cocktail bar and offers distillery tours and gin-making experiences, attracting locals and tourists alike to learn about the craft behind their award-winning spirits.
Insights from the conversation:
Visitor experiences drive brand loyalty
Seb and Emma both highlight how visitor experiences, whether full tours or direct-to-consumer (D2C) shops, allow customers to connect deeply with the story of the brand. Even a small interaction with the team or a tasting can leave a lasting impression, converting first-time visitors into brand ambassadors.
As Seb notes, in their case visitors can press their noses to the glass to watch the distillery process from the street, allowing for a fully transparent relationship with the city around them. Taken one step further in their venue, it creates an immersive and tangible connection to the product.
“People still want an experience. I think people still want to hear a story and hear the personal touch.”
Even if resources limit the scale of the experience, as Emma demonstrated – York Distillery use a small city centre shop to connect with consumers, offer tastings, and share their story. Emma even noted that York Gin now sees visitors divert entire trips to visit their distillery, showcasing the long-term value such experiences can have on building brand loyalty.
Key takeaway:
Invest in creating memorable visitor experiences. Whether it’s through distillery tours, tastings, or a considered and personal interaction at a shop, these experiences help consumers form a meaningful connection with the brand.
Focus on making every visitor feel welcomed, informed, and engaged, as this can have a lasting impact on your brand’s reputation and customer retention.
The importance of transparency
Transparency has become a non-negotiable factor in modern-day spirits branding. Both Seb and Emma have seen the impact of being open about their processes, locations, and even their challenges. The net effect both at consumer and at trade level has been positive.
So much so that this lead to an “Actually Made In” campaign, instigated by The Spirit of Manchester Distillery and a few others (and of which York Gin is an active participant). The campaign which acts as a call for distillers to be upfront about where their products are made, countering misleading practices in the industry. This openness helps consumers feel more connected to the brand and justifies the price tag of smaller, craft producers, creating long-term trust.
Key Takeaway:
Prioritise transparency in all aspects of your business. Being open about where and how your products are made, including any challenges, builds trust with consumers and strengthens your brand’s authenticity.
Embracing tourism and having an open-door policy can play a big role in positioning that message and showing your commitment to it.
The role of tourism in brand building
“Are we [Gin as a category] behind in size and scale? Yes, but I think you’re fighting 200 years of history, certainly with whisky.”
While large-scale whisky distilleries have decades or centuries of heritage, gin distilleries can build a different kind of authenticity. Both founders emphasised that the personal touch of a smaller team working daily in their business gives gin brands a unique edge in storytelling.
Though the gin category may be smaller than Scotch Whisky in terms of visitor numbers, distilleries like Bombay Sapphire, Hernö and Four Pillars are leading examples of how to capitalise on tourism’s potential and in time, achieve huge scale.
Key Takeaway:
Embrace tourism as a powerful tool for brand building, regardless of your distillery’s size or heritage. Leverage your personal touch and your unique story to create authentic, memorable visitor experiences. It’s okay to be different and to lean into your narrative.
By consistently enhancing the visitor experience, even smaller distilleries have the potential to grow their reach and scale.
B-to-B relationships are strengthened by transparency and tourism
Seb and Emma both explained how opening up their distilleries to partners helps build stronger business-to-business (B2B) relationships. Whether it’s bringing bar staff to the distillery for tastings or offering unique insights into production methods, these experiences help B2B partners tell the brand’s story better when they return to their own establishments, improving product placement and advocacy.
Key Takeaway:
Bringing your trade partners into your distillery allows them to gain a better understanding of your brand, making them more likely to advocate for it in their own businesses. It sounds obvious, because it is.
But what’s often forgotten is just how effective it is and that, in smaller ways posting and showcasing behind the scenes on digital platforms (social) can also reach trade audiences. Don’t always tailor content and tours to consumers. Think about access and education via transparency and tourism in the broadest sense possible.
Beyond Direct-to-Consumer margins
A common myth is that direct-to-consumer (D2C) sales lead to higher profitability. Both agree that while there is an increased margin being made, operational costs like energy, staff, and maintenance quickly offset these gains. The true value lies in using these spaces as brand windows, showcasing unique cocktails and creating memorable experiences.
That said, there are also other halo benefits. For example,Emma discusses the broader benefits of having a physical presence.
Despite the operational costs, not only does their shop ensure consistent sales and offer a platform for advocacy – it opens the opportunity for local PR in other channels. Listings, features, round ups, event coverage and interest that gets their name out there without the bottles necessarily taking the lead. And not just for their brand either but also for York’s local economy. Their shop serves as an ambassador for the city, drawing tourism and promoting local culture.
Key Takeaway:
View direct-to-consumer (D2C) operations as a strategic investment in marketing and brand awareness, rather than a straightforward path to better profitability. While D2C spaces may generate significant financial margins compared to selling bottles into the wholesale channel – due to operational costs, their true value lies in serving as brand showcases.
Consider them as platforms for advocacy, customer loyalty, and local engagement. The long-term benefits are in the increased brand awareness, customer retention and market presence, which outweigh the immediate financial gains.
Tell your story!
In conclusion, building a brand through transparency and tourism is less about immediate financial returns and more about creating a lasting relationship with both consumers and partners.
The personal experiences, stories, and open doors all contribute to a halo effect that strengthens brand loyalty and enhances your business’s reputation over time. or as Seb put it…
“You tell your story best, so as much as you can — tell it.”
