Founder, William Chase, started off a humble potato farmer. After 20 years and continual price pressure from the supermarkets he supplied, Chase was left feeling detached. This lead to the idea to turn his potatoes into chips. Thus, the hugely popular UK brand Tyrrells Crisps was born.Not satisfied yet, Chase decided to use his potatoes to create vodka, producing the first batch in 2008. The range has since grown to include the harvesting and fermentations of apples for gin.
The current range, inspired by quintessential British flavours, includes Chase’s Oak Smoked Vodka, Marmalade Vodka, Rhubarb Vodka, Williams Elegant Gin, Williams Great British Extra Dry Gin, Elderflower Liqueur and Rhubarb Liqueur.
Here, we talk to William Chase about the differences between the Australian and English spirits markets, how the distribution with Red Island in Australia is going, and the family business.
Smoked Bloody Marydrinks bulletin: Chase Spirits have been available in Australia with Red Island for just over a year now. How have early sales been?
William Chase: We've had a great reaction from the off. I guess you could say benefiting from a strong ex pat community helps, but we do offer the industry something new. Innovation like a gin distilled from a Single-Estate vodka or smoked vodka for a Bloody Mary has got the bartenders' interest as they're guests are constantly looking for the next flavour.
DB: Is Australia a key and growing market for Chase Spirits?
WC: Yes. Foremost because I love spending time here! I've only done business with people whom I get on with and have always had a special relationship with friends and partners over here. Sustainability is key to a lot of Aussie hearts, our farming ethos and credentials really strengthens this, a point which has really helped in the off trade. We have national distribution via Dan Murphys.
DB: How many other family members work with you on the farm currently?
WC: Both my sons Harry and James work in the business. Harry leads up the farming side, championing our Single-Estate ethos and always has the mantra, "if you start with the best you finish with the best!" Then James, I suppose, is at the end of the chain heading up the marketing side.
DB: Do you find that consumers are interested in the Chase Spirits farm and the fact that you use a handcrafted approach?
WC: Definitely, but more to that fact they can see end to end production. Craft has lost its way with a lot of fake brands on the market pretending to be something they are not. For instance, we could buy in a cheap mass made neutral grain spirit, run it through the copper still and still be called "craft". Whereas, we follow the good practice of a top vineyard. You would never dream of buying a fine bottle of wine without knowing the vineyard, vins etc. But people still pay a premium for overpriced spirits.
DB: Chase Spirits packaging is quite distinctive. What was the inspiration behind the design?
WC: The inspiration is from the source! Wrapped around the bottle is a potato root, a distinctive nod to the humble potato. They've made me laugh and made me cry but the potato has defined me!
DB: What are sales like for Chase Spirits in the UK?
WC: We are growing at a rate of 65% YOY, it's still our primary market but still in great growth. I'm incredibly passionate about the range, but we have a fantastic team here in the who are the main force behind our success.
DB: Is there a growing local spirits market in the UK?
WC: There is, especially London and major cities. Unfortunately there aren't to many bars in Heresford, so we position ourselves as a British brand from Hereford and talk up the countryside, sourcing from scratch.
DB: Which of your spirits is your favourite and what cocktail would you use it in?
WC: For me, a chase vodka martini. There is the most amazing bar called Dukes in St. James in London. Alessandro Palazzi, head bar manager, wheels a trolly carrying a bottle of Chase straight from the freezer. Adding the slightest touch of vermouth to the imperiously cold martini glass, he then pours the vodka and finishes with an Amalfi lemon peel. Cheers!
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