{"id":9882,"date":"2016-10-06T20:27:01","date_gmt":"2016-10-06T19:27:01","guid":{"rendered":"http:\/\/www.prettygreentea.com\/?p=9882"},"modified":"2016-10-07T19:50:18","modified_gmt":"2016-10-07T18:50:18","slug":"sir-robin-locksley-gin-biz-interview","status":"publish","type":"post","link":"https:\/\/www.prettygreentea.com\/2016\/10\/sir-robin-locksley-gin-biz-interview","title":{"rendered":"Sir Robin of Locksley Gin: Behind The Biz"},"content":{"rendered":"

If you’re a fan of gin then you’re going to really enjoy today’s\u00a0Behind The Biz<\/a>\u00a0<\/em><\/strong>interview. Before we begin, if you’re new around here, Behind The Biz is an interview series where I discover small and growing businesses, the people behind them and their business journey.<\/p>\n

Today\u2019s interview is with John Cherry, the founder and owner of\u00a0Sir Robin of Locksley Distilled Artisan Gin. I stumbled upon Sir Robin of Locksley at the Cambridge Gin Festival <\/a>in spring and was delighted to find a Sheffield based gin producer. James\u00a0spoke about how great Portland Works is<\/a> which inspired me to go and visit. Fortunately there was an open day soon after where I met John. He spoke a little more about his business journey and agreed to this interview.<\/p>\n

\"johncherry\"<\/a><\/p>\n

Please tell us about your business.<\/strong><\/p>\n

Locksley Distilling Co. Ltd. is the owner, produce, and distributor of Sir Robin of Locksley\u00ae Distilled Artisan Gin. I created the company at the start of 2013 to produce bespoke, premium spirits, primarily focused on gin, but with other projects planned further down the line. After 18 months of research, development, and bureaucracy, we launched our first bottling (SRoL Gin) in July 2014, somewhat behind schedule, like all great projects. I was initially operating out of my parent\u2019s attic, but quickly ran out of space, and patience, and energy as I was running gin up & down three flights of stairs. One morning we received a palletized delivery of gin from our bonded warehouse\u2026 unfortunately I was held up getting to work, and it was a slightly comical scenario when my 80 year old mother signed for the delivery in her dressing gown. The driver of the articulated truck wasn\u2019t sure whether it was safe to leave 60 cases of gin with her, and drove off a bit puzzled. At that point I knew we needed a proper space. After a serendipitous meeting with the Building Manager at Portland Works, we signed the lease, and quickly moved into our awesome home at the start of 2015.<\/p>\n

Where did the inspiration for Sir Robin of Locksley come from?<\/strong><\/p>\n

The love of gin\u2026 my Gran\u2019s to blame for that as she religiously had a Gin & Orange every weekend. I used to pick up fish & chips most Saturday\u2019s, and take them around to her flat for lunch. Of course, as a teenager I never shied away from the odd taste here & there (pretty good food pairing by the way), and I soon became a fan of the taste, not just the buzz. As I grew up I stuck with G&Ts, even when my friends were downing pints. I\u2019ve also been in the booze industry for some time, and had the pleasure of meeting two amazing American distillers about 10 years ago. This was at the start of the US craft distilling scene\u2026 their stuff blew me away, and I knew I had found a vocation that would fulfill my creative & entrepreneurial desires. After that inspirational spark, it was simply a matter of timing, and gin seemed to be the natural place to start, as it\u2019s something I\u2019ve always been passionate about.<\/p>\n

How did you decide upon the name of your brand?<\/strong><\/p>\n

The name idea originated during a brain-storming exercise with my American business partner. We were discussing all things Sheffield, and I mentioned it being the possible birthplace of Robin Hood, with the Loxley Valley connection \u2013 as a walker & mountain biker, it\u2019s a place that I\u2019ve always been fond of. We played around with various iterations of his name until we came up with what we thought would work internationally, without being too twee, and something that was trademarkable. Loxley was also the intended home of our distillery.<\/p>\n

\"Shffield<\/a><\/p>\n

What did you do before starting Sir Robin of Locksley?<\/strong><\/p>\n

I originally trained as a designer\u2026 and worked in the construction industry as a design manager here in Sheffield. But I got the skiing bug in my early 20\u2019s and moved to France to live in the Alps when I was 28. I lived over there for 8 years, working in the hospitality industry. Part of my job was purchasing wines, beers, & spirits for the various companies I worked for, so I was doing a lot of tasting, and visiting a lot of alcohol producers (wineries\/distilleries etc.) I eventually met my amazing wife who\u2019s American, and I moved to New York where I was lucky enough to become the General Manager & Buyer of two liquor stores in Manhattan. We lived there for eight years before moving back to Sheffield to start the distilling company.<\/p>\n

Did you always plan to be self-employed?<\/strong><\/p>\n

Technically I\u2019m not self-employed\u2026 my company employs me. But I have always had the ambition to create my own company, and to be an employer. I originally planned to remain in hospitality or retail, until meeting the aforementioned distillers at the end of 2006.<\/p>\n

What has been the biggest challenge in running your business so far?<\/strong><\/p>\n

Never-ending bureaucracy & administration. I\u2019ve been in this industry for nearly 20 years, so didn\u2019t jump from retail & hospitality over to production with my eyes closed\u2026 I knew exactly the kind of ride to expect. But after being used to the New York pace, this country can be infuriatingly slow getting things done. I\u2019ve got used to it now, but the New Yorker in me still occasionally pops up to yell at someone!<\/p>\n

\"srol015\"<\/a><\/p>\n

What has been the highlight of your business journey to date?<\/strong><\/p>\n

Too many highlights really\u2026 it\u2019s a pretty cool job, so there are high points every day. But seeing our gin on the shelf of so many great places. It\u2019s also amazing being in a bar, and seeing a complete stranger getting so much enjoyment out of drinking something I made. We\u2019re only small, so getting my first 100 case order was pretty special too. All the licensing hurdles (I\u2019ve lost count of how many we have) are also pleasing.<\/p>\n

What role does social media play for your business and do you have a favourite social platform?<\/strong><\/p>\n

It\u2019s incredibly important\u2026 from simply communication for events\/tastings, all the way through to education, and other parts of everyday business. We have customers that exclusively use social media instead of other forms of communication, so it\u2019s clearly a valuable tool. We are sticking with Facebook<\/a>, Twitter<\/a>, & Instagram <\/a>for the time being, but I\u2019m sure we\u2019ll evolve as the media does. Personally, and as a former designer, I really like the visual impact of Instagram.<\/p>\n

What advice would you give to aspiring entrepreneurs?<\/strong><\/p>\n

Go for it\u2026 but make sure you are passionate about what you are doing. Starting a business is incredibly hard work, but it is equally rewarding. I probably work around 100 hours per week, but it doesn\u2019t feel like it \u2013 it\u2019s my baby, and I love every day! On another note, advisers will always tell you to write contingencies into your business plan. But try to figure out contingencies beyond all contingencies \u2013 if it can go wrong it absolutely will!<\/p>\n

\"robintshr\"<\/a><\/p>\n

Where do you hope to take your business in 2016\/17?<\/strong><\/p>\n

Global gin dominance of course\u2026 ha! Renovation of our premises, to get up to code for production in Sheffield. We\u2019re now almost there, and have been awaiting various bits of licensing approval, so watch this space. We have also started working with a national wholesaler, which has enabled us to have a much greater footprint across the UK. In 2017 we\u2019re looking at taking on a full time events team to spread the gin love. Plus new top secret projects\u2026<\/p>\n

Thank you so much to John\u00a0for taking the time to be involved with the Behind The Biz interview series. I hope you\u2019ve all enjoyed learning more about the story behind Sir Robin of Locksley Gin. I’ve certainly been enjoying their gin and can’t wait to see how the business develops.\u00a0<\/em><\/strong><\/p>\n

Support\u00a0Sir Robin of Locksley gin over on Facebook<\/a>, Twitter <\/a>and Instagram<\/a>. I also\u00a0recommend checking out their list of cocktail creations to try making at home.<\/p>\n

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