The real ale revolution means craft breweries are getting all the attention right now. But small distilleries have some valuable advantages over larger operations, including enhanced nose, taste and character of spirits, allowing you to launch a more original – and profitable – product into a less crowded marketplace.
This unique course examines the creative and practical elements of establishing and running a small-scale distillery from all angles. Lessons in choosing and sourcing ingredients, and the background of blending, will help you design and create a distinctive product to be proud of. Sessions on the practicalities of bringing a new spirit to market, and best practice for establishing and marketing a new drinks brand will help you design a successful launch strategy. The course also features information on the requirements and processes of setting up a drinks production company of your own – and how to set yourself up as an importer to the UK if you'd prefer a more gentle introduction to the spirit world.
Lead tutor Marcus Christensson is one of the senior figures at Sweden's Spirit of Hven distillery, which is rightly famous not only for its spirits, but also for its brand values. Set on the small picturesque island of Hven in the beautiful Skåne region, home to many of Sweden's most celebrated drinks, Spirit of Hven have built a world-class reputation for characterful interpretations of classic spirits from whisky to gin, as well as idiosyncratic originals made with local botanicals, elderflower, apple, rhubarb and orange bitters. The distillery even attracts a faithful following of tourists, giving Marcus a unique wealth of experience to draw on for this event.
The evening ends with a practical exercise enabling you to find your palette, and apply your new practical knowledge to flavour your own spirit and produce your own take on Swedish snaps, spirits usually consumed with food. Whether you choose to interpret an established natural flavour or create your own unique combination, you'll take home your own hand-crafted bottle of spirits.
This course is for you if...
- You want to create or launch a new spirit but don't know where to start
- You're a craft brewer who wants to expand your range, or who's eager for a fresh challenge
- You're interested in launching a new drinks product but only have limited space available
Course description
This lively evening course comprises mostly of informal seminar-style tutoring, with plenty of scope to ask questions. Sessions deal with the creative, practical and marketing elements of creating a new spirit, and launching and building a new drinks brand. The course also features an entertaining but educational practical workshop in designing flavours for spirits, and attendees will receive a hand-crafted bottle of their own Swedish snaps to take away. Topics covered on the evening include:
- The basics of blending
- Why it's an exciting time for small-scale distilleries
- How to choose and source ingredients
- How to launch a drinks product into the market
- Marketing and branding for the drinks markets
- How to be an importer to the UK
- How to build a tourist destination around your distillery
- Tips and advice on the mechanics of starting your own drinks production company
- Practical workshop in spirits blending, with a complimentary hand-crafted bottle of your own spirit to take away
Tutor profile
Jens Dolk is a well-known Swedish restaurateur and writer who has published several books on food and wine. Jens regularly writes for Sweden's main newspapers and magazines and often appears on Swedish television. Jens has a BA in culinary arts and has travelled all over Sweden in search of the very best of what Sweden has to offer in food and drink.
Marcus Christensson is sales and marketing manager at Spirit of Hven. Marcus is a trained chef and was born and raised in a restaurant-family in Sweden. Marcus has been working in the restaurant industry for more than 15 years and accumulated experience in everything from fine dining restaurants to bars in both Europe and the US, before his search for taste, scent and quality took him to the beautiful island of Hven.
Designed by architect Jenny Andersson, Aveqia London is one of the capital's most luxurious and inspiring venues. Featuring five state of the art kitchen and dining room studios, plus a stunning private lounge and bar, Aveqia London is synonymous with splendour, comfort and impeccable Scandinavian design.
Try Swedish
These Guardian Masterclasses are part of the Try Swedish series, an open invitation from Sweden to food and drink lovers all over the world to taste and explore their culinary culture and lifestyle. Learn more at tryswedish.com and join in the conversation on Twitter, Facebook & Instagram using #tryswedish. Check out our How to run a successful food business course.
Book now
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Details
Date: Wednesday 15 October 2014
Times: 6.30pm–9.30pm
Location: Aveqia London, 2 St Bride St, London EC4A 4AD
Price: £119 (Includes VAT and booking fees)
Event capacity: 34
To contact us, click here. Terms and conditions can be found here.
Returns policy
Tickets may be refunded if you contact us at least 7 days before the course start date. Please see our terms and conditions for more information on our refund policy.
