‘Each time a customer chooses a locally made independent product over a faceless mega brand we make progress’

Jake Black is the founder and owner of Bristol Distilling Co., an independent vodka, gin and rum distillery based in South Bristol, and a new addition to the Bristol24/7 Better Business network.

He spoke to Bristol24/7 about his journey so far with the company, his inspirations along the way and what he sees the future of the industry looking like.

Can you describe the career journey that has led you to where you are today?

Making great use of my politics degree at 21 I started out running a small business as a self employed decorator. Over time I added more skills and by my late 20s was undertaking full residential refurbishment projects in London. It wasn’t what I really wanted to do though, I’d always dreamt of owning a restaurant. First I ran a food truck in Bristol, and then a year or so later opened up a permanent space on St Nicholas St called Chomp. The drinks were always as important as the food, and it was here I was inspired to create spirits that could be enjoyed all across our great city and beyond.

Tell us about one (or more) of the people who inspired you along the way?

My dad. He founded and ran his business successfully for many years and was never afraid to be bold and do things his own way. It was a totally different sector to mine, but he inspired me to never be afraid to think differently to the crowd and stay true to your own vision. I must also give a mention to the Sipsmith founders Sam, Fairfax & Jared. They had the balls to take on HMRC and paved the way for all us independent distillers that followed.

Are there any memorable challenges you have faced along the way?

Heaps! Dull but important administrative and operational challenges are all part of the process, but bigger existential threats are harder to predict. Selling to the largest retailer of all (Tesco) and being chewed up and spat out by them when covid hit was a huge challenge for us with lasting knock on effects across the business. However, I always try to view such memorable challenges as opportunities to learn so that next time you’re faced with a decision point, you might have a bit more knowledge and understanding at your fingertips.

What is the most important thing for you to focus on in business?

You must stay really focussed on your core mission. Starting and building small businesses is hard and it’s easy to become distracted. Plus there are always lots of people on hand to tell you what you ‘should’ be doing in their expert opinion. Constantly returning to a clear vision is key. Building a solid and sustainable business requires time – time to build relationships, reputation and deliver your message. If you’re inconsistent and unfocussed you won’t be able to get those foundations in place to build on.

If you had one piece of advice to offer people aspiring to your role, what would it be?

Make sure you start a business doing something you not only really believe in, but that you enjoy too. You’ll only find the energy and inspiration you need to dig deep and push through all the tough times if you feel personally excited and engaged with what you’re doing. And make peace with the idea of imbalance. If you want to get something going you’ll need to funnel an enormous amount of energy into it, often requiring difficult choices.

If you could change one thing about your sector, or Bristol as a whole, what would it be?

The way the major global producers still have such a grip over the industry. We’re changing that every day though, bit by bit, and each time a customer chooses a locally made independent product over a faceless mega brand we make progress.

What are your aspirations for the future (personally and for Bristol)?

Personally I want to see Bristol Distilling Co become a familiar name that the city is proud to call its own, making products that are enjoyed from the humblest community pub to the fanciest of fine dining restaurants. For Bristol as a city there is so much that is great but I’d love to see a much more joined up approach to development and masterplanning. Too often everyone does their own thing on their patch but it would be fantastic to see more collaborative working towards a wider vision.

Main photo: Bristol Distilling Co.

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