HOW TO INNOVATE FOR SUSTAINED SUCCESS
THINKING DIFFERENTLY CAN SET YOU APART FROM COMPETITORS
Master distiller William Lowe shares the philosophy and method that has seen the Cambridge Distillery grow from being the UK’S smallest distillery to the international award-winning business it is today…
THINK DIFFERENTLY ‘When we established the company, we deliberately took a very different direction, not only in the method we use to create our gin, but in our business approach, too,’ says William. ‘People often assume that tried and trusted is the only way forward in terms of production, feasibility and economics, but we looked at what perfection meant for us first, then how we would achieve it. I’d advise anyone to start with a blank piece of paper: if you simply copy what someone else has already done, you’ll only adopt their mistakes as well as their successes.’
BE BOLD William firmly believes it’s the leaps of innovation that make a difference. ‘That’s how we came to create ground-breaking world firsts, such as Japanese Gin, made entirely from Japanese botanicals; Anty Gin which uses insects to bring a distinctive citrus flavour, and not least, our Truffle Gin – the world’s first digestif gin.
I had a clear vision of what it should be like, but balancing the properties of truffle with the robust flavour of juniper took more than a year of experimenting to get it right,’ he says. ‘You just have to keep at it – and it’s not always easy, especially since something truly different doesn’t even exist to start with!’
ALWAYS EVOLVE While a brilliant idea may initially come in a light-bulb moment, building a successful business model is a steady, ongoing process. ‘The concept for the Cambridge Distillery was always clear, but it’s taken a long time to get it to its current shape, and it’s continuously evolving,’ says William. ‘It’s a bit like creating a garden – it’s never finished. If it is, your business is finished, too!’ What the Cambridge Distillery can offer goes beyond producing the actual gin. ‘We have tutored tastings and masterclasses, interactive cocktail evenings, and offer our customers the opportunity to blend their own gin,’ says Will. ‘We also collaborate with leading chefs and restaurateurs to offer really exciting dining experiences.’
KNOW YOUR CUSTOMER Gin has seen a surge in popularity in recent years, but William is hesitant to adopt popular trends in flavours and style.
‘We are known as the most innovative distillery in the world, so it’s important we influence not follow,’ he says. ‘We might forecast a trend that is going to emerge soon – but then we look at how that can be improved so that our variation is truly new and different. We will not, for example, be jumping on the pink gin bandwagon! We’re constantly aware of what our portfolio looks like – every product we release has strong reasoning behind it, and has been meticulously considered. Not least, we know what our customers want: they’re led by curiosity, and our aim is to satisfy that every time.’
The one lesson we’ve learnt... ❝ WHEN PROBLEMS ARISE, STAY POSITIVE AND LOOK FOR A SOLUTION. THERE WILL ALWAYS BE ONE❞