Tom Warner
It’s been a year since we last interviewed the team at Harrington based distillery, Warner Edwards… and what a year it has been! Both the team and the gin are on a meteoric rise. So - we thought we call up to find out what’s it felt like from the inside?
Tom Warner: “Tiring and exhilarating all at the same time! The beast that is Warner Edwards needs constant feeding and as a craft distiller this is especially tough because we cover all facets including manufacturing, marketing, sales, tastings, shows and the dreaded administration. The full time team has increased from Warner and Edwards to include Ross and Harriet who are helping the business transition to the next level.”
Gin Foundry: Doubling in size isn’t easy for sure - but you guys seem to have achieved more than just twice as big. The Warner Edwards offering has grown to encompass a full range of gins (four in total now), all of which have been well-received. Is it now an endless struggle to keep making enough to live up to the massive demand for more? How have you been dealing with scaling up the operations in such a short time frame?
TW: “Guts, hard work, long hours and coffee have been our coping mechanism!!! The additions to the team have also allowed us to be a bit more strategic. Harriet was brought in to help us in March and it became clear at the rate of expansion this was still not enough so Ross came into the fold to head up sales in the UK in September.
We have managed to increase production of Sloe and Elderflower gin to make them less seasonal. They are both still finite but at our current size we should have enough to keep them going for 12 months.
The Rhubarb gin was an unintended piece of new product development, we did not intend to launch a fourth variation for a while but the provenance on the raw material was too good to miss.”
GF: The additional workload must have been enormous given it wasn’t factored into the year plan but that kind of reactive decision and turn around is the best thing about being a craft distiller. Are there more (planned) gins to come in 2015 or are you going to focus on the gins you have out at the moment?
TW: “I think there will be a focus on the current range for 2015, Warner Edwards is only two years old on the 6th December 2014 and four strong products is enough for the time being. Saying that the beauty of craft distilling is waking up with an idea and doing it the same day!”
GF: We said it earlier but out of all the UK craft distilleries, you guys are right up there as “THE” big success story of 2014. Does it feel like that to you or is it “eye of the storm” and you haven’t had a chance to take a step back to take a look yet?
TW: “Sion and I certainly do not feel as though we are a success story, we are too close to the coal face to see any of that and there are many brands launching which is making it even harder to make noise. I think within the industry the Warner Edwards brand is starting to gain respect and recognition but there is a long way to go in terms of the general public’s awareness and recognition.”
GF: Diplomatic answer! Hard work is certainly where a lot of that recognition is being earned - you are known in the industry to be the real deal - 7 days a week ginsmiths who really put the craft at the heart of everything you do. It’s abundantly clear and possibly one of the things we keep hearing from others when they talk about you. Did you ever think it would involve so much work? Moreover, did you know from the start that you as individuals and your characters were going to be such a major factor as to why people feel a connection to it?
TW: “It’s good to know it isn’t going unnoticed. Sion and I have a strong work ethic, coming from a farming background has definitely helped. How much hard work was probably underestimated by both of us but when you are having fun you don’t realise how hard you are working! I think there are a lot of people who meet us at shows and think it’s a great barrel of laughs running a distillery but the day to day is less romantic.
Our characters were always going to be a big part of the brand, it’s what the whole brand centers around, one plus one is greater than the sum of its parts. Before we got some professional focus Sion and I thought we would need to pretend we were larger than life characters that climbed mountains and swam oceans but clearly being nice chaps and making a great product beats bullshit!”
GF: You mentioned it before about others launching and it being harder to make noise, but what are the big challenges that Warner Edwards faces in 2015?
TW: “One of our biggest challenges will be managing and maintaining growth while keeping the business focused on the right areas. Making the right decisions at this stage of the business is critical so the first few months of next year, once we have Christmas nailed, will be very strategic. All flip charts and storming!”
GF: The category is in an interesting place and there are many things to look forward to as well as manoeuvre around - less specifically from your perspective but as a gin - what are the challenges you are expecting for 2015?
TW: “The sheer volume of gin brands launching will be a challenge because no matter how hard we work and how good our gin is, the numbers entering the market will dilute our efforts. Maintaining our current momentum will be the challenge but we have lots of great ideas bubbling away.”
GF: Tough to answer before the year plans are drawn out but… When is the next big step internationally?
TW: “I think some of those markets could be entered in late 2015 but for sure Switzerland and Italy are about to start, the Harrington Dry is getting a very warm reception from everyone that tries it so watch this space.”
GF: By the sounds of it, it’s been a big learning curve and some hard (but successful) yards in 2014 - do you feel you have improved as distillers? What’s the best advice you were given about distilling gin?
TW: “It’s been a huge learning curve, and yes we are well versed now but there are always opportunities to learn and experiment. I think the best advice we were given was from the manufacturer of our still, “have fun with her” and they were right. I think craft distillers have freedom of expression and that is a distinct advantage over the big boys.”
GF: Alright - as always, easy one to finish. What’s your go-to post-work drink?
TW: “Currently mine is Victoria’s Rhubarb Gin and tonic but Sion is a purist and loves our Harrington Dry gin and tonic the only garnish we use is ice!”
