Guide to BottlinG
There are a number of processes involved in preparing your product for launch. Navigating these steps for the first time can be difficult, which is why we’ve put together this guide and series of responses to questions often asked.
01. Understanding your Market
Understanding your target audience can make or break your business. By recognising your intended audience and the type of places they frequent, you can make informed business decisions on how best to position your brand and increase overall awareness of your products.
Who are these people? What do they like? Where will you find them? Are we riding a trend? What will your messaging look and feel like? A lot of these questions are critical to your success and can be answered through dedicated market research, competitor analysis to develop your brand positioning and marketing strategy. This can be developed inhouse or by collaborating with other specialists to support you.
I need help with a brand strategy, who should I speak with?
Do you have any recommended reading to learn more?
02. Distilling or Sourcing Spirits
With equipment being relatively inexpensive and raw ingredients easy to obtain, it’s easier than ever to distill your own spirits. This is great for those confident in their product, but for many startups this outlay can be a big financial commitment, especially if you’ve no idea how your product will perform in the market.
This is where spirit sourcing comes in to play. Prior to investing in a distillation setup, you can use base spirits, sourced from other distillers, to develop your product for market. It’s a great way to minimise risk and see if your product is viable, prior to going all in.
We can assist you with sourcing whatever spirits you need through our network of reputable distillers and producers. Get in touch you want to discuss this option further, we’re happy to help.
What spirits can you source?
Can you provide casks to help flavour spirits?
03. Compliance
Arguably the most important part of your entrepreneurial journey and often the step most overlooked. There are no shortcuts. We're required by UK law to ensure the correct authorisations are in place, prior to receiving goods.
If you are a UK company and want to own spirits under bond, you require a WOWGR authorisation from HMRC. If you have a great new idea for a spirits brand and you’re at the start of the journey apply for your WOWGR. Likewise, if you’re setting up a new distillery, you need a distiller’s licence, or a new whisky subscription website will require a Premises Licence.
We’ve provided a list of authorisations that may be useful in the following Q&A, but we strongly advise you research licensing requirements before you start.
Who are the authorisating bodies I need to work with?
I’m intending to send my product overseas, what do I need to know?
Do I need a license if I’m creating a product for gifting purposes?
04. Designing your Product
The craft boom has seen a rise in different bottle shapes, every brand vying for shelf space and customer attention, so how will you make your product stand out on the shelf?
Have you thought about the look and feel of your bottle shape? If you’re selling to the on-trade, perhaps a bottle with a deep base is preferable for bar staff, or a long neck for the pouring experience? Maybe you’re tapping into the room’s nostalgia and using a dumpy bottle for old times sake?
There are many glassware suppliers and we can help find the bottle that works best for you. Label printing is a minefield. You can spend hours working through label stocks and materials. If you need help with printing, we can signpost you to a handful of reliable companies.
We need help designing our bottle/label, any recommendations?
Where can we source ready-made bottles from?
We’ve got a label design, who can print it for us?