Let's Get Down To Business: Alan Wilson

ALAN Wilson, 61, is co-founder and director of the Henley Distillery, the makers of Henley Gin, based in Binfield Heath. He is a sculptor who is married to Terry Wilson and has four children. His youngest son Jacob is the master distiller in the business. Alan has lived in the Henley area for 50 years, having attended the Oratory School in Woodcote and King James’s College. His interests include design, golf and travel.

Describe your business

We are a family-run craft distillery focused on producing exceptional small batch spirits. We currently produce around 100 products for clients who are predominantly based in the UK. Just two of the spirits we distil are our own brands, Henley Gin and Temple Island Rum.

How many people does it employ?

We have grown from the two of us (father and son) to a core group of 11 employees with several other part- time people helping out at peak times.

What did you do before you started this business?

I have been a sculptor since my mid-twenties and also ran a moulding and casting studio for sculptors and bronze foundries. My life has been to design, make and create inspiring objects with artistic merit. Over the past 15 years I have completed commissions for public spaces and private collectors around the world.

When did you start your business?

We officially opened on June 1, 2021. We had spent several years planning until we found the right premises.

What was your objective?

We aspire to be the pinnacle of small batch premium spirit production in the UK. We’ve made a great start with 50-plus national and international awards already.

Who or what influenced you?

I have only ever been self-employed. The Henley Distillery is the brainchild of myself and Jacob, based on his skillset. Having discovered the delights of alcohol at university, Jacob determined that distilling was his future path. He left uni and learned his craft from the bottom up.

Do you have a mentor or role model?

Yes — Jacob. He has taught me more in two years than I learned in all of my 40 years of work. He is full of fresh ideas and has such clarity when approaching business challenges. We don’t agree on everything but we’re pretty close.

What would you do differently if you could start again?

We have made a lot of mistakes so obviously we would eliminate those.

How is your business doing?

As we approach our third anniversary, we have grown much faster than even our most optimistic business plans. At times it has felt like we’re doing our best to hang on to a runaway horse.

How do you market your business?

Marketing is difficult for us and perhaps an area where we struggle. We are in a massively competitive industry facing brands with huge budgets but we do our best.

What’s the best thing about running your own business?

Independence, self-reliance and a greater sense of achievement.

What’s the most challenging?

Staff and handing over responsibility.

Where is your business headed?

We’re reasonably optimistic but our goals are pretty big. In 30 months we’ve faced off against Brexit kicking in, a worldwide pandemic and a war in Ukraine – all of which have hugely increased costs in our industry. Oh, and we’ve recently had the biggest hike in duty on spirits in 50 years. It’s tough out there.

How important are online sales?

Direct to consumer sales are really important to us. Online is significant but it’s expensive to market successfully to that audience.

Do you have a five-year plan?

We started with a 10-year plan and after two years we passed year five of that plan, so we re-evaluate our targets and plan all the time.

What would you advise someone starting a business?

You won’t get much time off, so you had better enjoy the journey.

What three qualities are most important to success?

Passion (you’d better love it to sell it, whatever it is), people (who you work with) and creativity (you need to bring something original to the table).

What’s the secret of your success?

My son — he’s doing okay.

What’s the biggest mistake you’ve made?

Too many to mention.

How organised are you?

I try hard but usually fail.

How do you dress for work each day?

Fortunately, we are a creative business so we pretty much wear what we like. I’ve never owned a suit.

What can’t you do without every day?

Coffee.

Lunch at your desk or going out?

At my desk (or on the move). As long as our food hygiene certification allows it of course (it doesn’t).

Do you continue to study?

I research, I don’t study.

What do you read?

Distillery and spirits trade publications (tragic, I know).

How are you planning for retirement?

I have no intention of doing that but slowing down, stepping back maybe. I can’t imagine not being involved in something exciting.

Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates