Albright IP explore the competitive world of premium drinks in an interview with co-founder Angus Maclean and master distiller Minnie Parmiter.
Q: You’ve each taken very different paths to get here, how did you meet?
Angus: I started out in the army, then 18 years in private client insurance. During that second bit, I was lucky enough to meet what you might call a new generation of English whisky distillers. They’ve gone on to really push the domestic industry forward and it’s been so interesting to watch. But really, I’ve always loved distilling. I get it from my grandfather’s side. Today I’m busy getting our Copper Lion Gin in front of the right people, making connections.
Minnie: I was a scientist originally, until I moved to Scotland to study and became completely distracted and obsessed with distilling. Since about 2016, that journey’s covered places like Echlinville Distillery, where we had farmyard animals wandering around the distillery grounds. I’ve also worked at the other end of the scale, at huge places like Diageo, where you really learn the value of a detailed process.
I connected with Angus through my mum actually. They met, at a funeral of all places, and got chatting. He was looking for a partner to start making gin, the rest is history.
Q: There’s a lot of detail in your branding, what’s the story behind it all?
Minnie: We really try to include as much meaning in everything as we can, make it a story that only we can tell. The copper in Copper Lion, for example, is a nod to the still. All the distilling knowledge that preceded us. The copper stands for quality, so that comes first.
Now the ‘lion’ bit refers to a Cotswold Lion, that’s a type of sheep. But people expect to see a lion. So, the lion on the logo, Angus actually met that lion on his travels. He’s the youngest of five brothers and fought his way up to be head of the pride. Our mascot for challenging today’s massively oversaturated, faltering gin market.
Then there’s the really subtle details. We put braille on the labels, something I learned from the Whisky Shop. Seems like a tiny little thing, doesn’t it? But we go to tastings and people come up to us who have impaired sight, or their family members do. These details make a real difference to the experience.
Q: How does the alcohol industry approach IP?
Angus: It’s a very crowded market and spirits can be legally tricky. Clearly there are already many gins in the marketplace. For example, upon advice from Albright IP we can’t say ‘Cotswolds Gin.’ To avoid conflicting with a third party, we have to be careful and say, ‘Gin made in the Cotswolds.’ It’s a close-knit community. Local distillers all talk to one another, we’re all at the same events. So your brand is under constant scrutiny, not only from customers but from peers.
Q: What makes Copper Lion Gin unique in such a popular market?
Angus: We’re unapologetically focused on establishing ourselves in the Cotswolds. It runs through our branding, through our product. We’re lucky because a lot of people have second homes here, people from London as well as overseas. We can sell a characterful, local gin and still get exposure in other markets. Fingers crossed, that’ll make life easier when it’s time to expand.
Minnie: There are a lot of gins, brand-led gins, that are all made in contracted distillery environments. The care doesn’t go into them that is put in when you’re making it yourself. They end up getting rebranded half a dozen times, as if that will solve the flavour problem. We’re different insofar as we’re product led. We start by producing a high-quality liquid, the brand comes from that. That’s what gets people buying a second bottle once they’ve tried it.
Q: How did you start working with Albright IP? What’s the relationship been like?
Angus: We were introduced via a work contact. We went to see them, they could explain exactly what we needed. Albright IP know their IP!
Minnie: I’ve learned a lot about the way you apply for IP. You can be clever and save money. I definitely feel reassured by having them there. When IP goes wrong, you tend not to know about it until it’s gone really wrong. With Albright IP, we just get it right first time and they’ve given us some great guidelines to follow.
Q: What does the future hold for Copper Lion Gin?
Angus: New distilling premises, a new home and new drinks – whisky is high on the agenda. We want somewhere people can come and visit, do a tour, try the drinks, and we can sell directly to them. We’re looking at sites right now and there’s enormous potential for things we can do, particularly where sustainability is concerned.
If we’re creative about it, there are a lot of options. Distilleries create lots of heat, for example, so we could take woodchip from nearby forests, dry it out, and use that to create energy. Or we could use solar panels to make our own hydrogen, and run a hydrogen boiler. Once we secure a new site, we’ll start a new marketing push, and sustainability will be high on the agenda. From there, the sky’s the limit!
If you want to try Copper Lion Gin for yourself, Minnie and Angus have provided a 10% discount. Just go to their website at www.copperliondistillery.com. Then enter the discount code ALBRIGHT10.
