S01E05: Surging growth of an English craft gin brand built on candid storytelling - Ian McCulloch from Silent Pool Distillers

Silent Pool is a brand that focuses on craftsmanship, provenance, and storytelling – capturing the very essence of English high-end craft. Having expanded its product range and market strategy, and recently being acquired by William Grant & Sons, the brand is set for accelerated growth. But how has Silent Pool managed to maintain its heritage whilst keeping up with soaring sales in both the duty-free and supermarket retail space?

In this episode, Ian discusses the inspiration behind Silent Pool and the challenges he faced in the early stages. He shares insights into building a successful brand and the thinking behind the iconic Silent Pool bottle in a premium positioned marketplace.

00:00 Introduction

02:01 The story behind Silent Pool

06:07 Embracing craft

10:00 The creation of Silent Pool Distillers

19:50 Creating a distinctive bottle design

25:48 Expanding the product range and market strategy

35:08 The importance of physical retail and brand experience

38:13 Acquisition by William Grant and expansion

46:02 Defining Silent Pool's Brand Essence