By the Illuminated Distillers at Pleasant Land Distillery
“That's what I do. I drink and I know things.” - Tyrion Lannister, Game of Thrones
Hot topic for this episode: how to successfully design a spirits recipe?
As with everything to do with flavour, a good spirits recipe is subjective. Some like it sweeter, some like it funkier, and some like it as simple as can be. But there is one rule that rings true for every recipe: there must be balance.
I will structure this guide with questions that you can answer about your own project, come back to, and elaborate on over time. There is no right answer to these questions, but there are some general rules that are applicable whether you are looking to design a high-end range of cask-finished whiskeys, or another flavoured gin.
"One cannot think well, love well, sleep well if one has not dined well." - Virginia Woolf
What occasion, location and use is your product designed for?
Who are your competitors, and what do consumers like about their spirit or liqueur?
What is your dream for your brand? What is your vision for your product? Who do you idolise? Where do you envision being situated in the market? Are you breaking new ground by introducing a new category to the market, or are you offering a different iteration of a popular product? It is an important consideration for your future, because different product goals will produce different business structures, logistics operations and production strategies, and you need to understand your role within this system, as well as your product’s role within the industry.
Food is not rational. Food is culture, habit, craving, and identity." - Jonathan Safran Foer
Different markets like different flavour profiles - who is your product for?
If you have a plan for your product, it is important to research your target audience's flavour preferences as much as possible. People's relationships to spirits changes from place to place, and our bodies have adapted to different gastronomical palates and cuisine choices, becoming programmed to perceive particular flavours and textures as normal. Many national/macro flavour preference stereotypes and trends hold true and have important implications in the final product. If you were creating a spirit that was meant to appeal to Macdonalds customers, it would probably need to be very sweet and salty or to pair well with sweet and salty foods. If you are making a spirit aimed at the Thai market, a nation with a very strong culinary tradition, there are certain spices and textures that are incredibly popular on a macro level that would be important to include in the spirit.
There are equally valuable cultural associations with different spirits to consider, which are all important aspects to research in order to decide what flavour profile your spirit or liqueur achieves.
Where to start with base spirits, botanicals, and layering of flavour components?
If you are designing your own recipe, you can experiment with all varieties of base spirits, botanicals, spices and macerates until you are happy with a first recipe draft. The process we use is a lot like baking, and includes a clear list of ingredients with highly specific weights, times and methods. We also prefer to create our own macerates, distillates, oils and dried ingredients to use in our recipes, as this offers us the most control over the final product - and we like the creativity!
Base spirit options
Neutral(ish): white spirits such as neutral grain spirit, neutral white rum, potato spirit, grape spirit - typically (in the UK) for something that is going to be compounded rectified ie. adding ingredients to it. This is typically rectified and purified to a high percentage, eradicating most of the flavour that gives the spirit its character.
Flavoursome: dark rum, whiskey, tequila, brandy - typically for something that is going to be further matured as a stand alone product. These are distilled with flavour and character preserved, enabling the end consumer to clearly taste the flavours from the raw materials, fermentation and distillation.
Botanicals & spices
Flavour compounds in botanicals and spices can be extracted with alcohol or water. Water and alcohol extract different flavour compounds from botanicals and spices, and so it is a good idea to research which flavour compounds you do, and which you don't want. Time, ABV and temperature are also key factors in the flavour extraction process, so it is important to consider these in your recipe.
When should you approach a distillery for spirits recipe development?
You should approach a distillery at the earliest possible stage. If you choose to work with a distillery to develop your spirits recipe, it helps to come with a clear idea of what you do and don't like. We recommend exploring your likes and dislikes through competitor tasting, and write down your preferences.
It is key to work with a professional distillery to develop your spirits recipe into a scaleable, repeatable recipe that lasts perfectly in the bottle. There are many variables such as pH, colouring and ingredient combinations which can change over time, so it is important to work with an expert who can guide you in designing an excellent recipe.
"The only way to get rid of a temptation is to yield to it." - Oscar Wilde
How much does it cost to design a spirits recipe with a distillery?
How do I find bottles and packaging for my spirits brand?
Once you have a detailed understanding of your brand, your target “Cost of Goods”, and who will be buying it, you will need to decide which partners to work with in the creation of your product. This will be guided by the production services you require, your budget, your timelines, your bottle and stopper designs, and your labelling and bottling requirements.
We have experience with the following suppliers:
For outer boxes:
For bottles:
For bottle closures:
For labels:
For screen printing:
For any further questions, we are more than happy to discuss our services, offer our expertise and advise you on your project.
Yours Aye,
Seb
