Spotlight On – Becky Davies, Director & Founder of Ten Locks & Pod Pea Vodka

25^th March, 2024

Becky Davies

Becky is the Director of Ten Locks Drinks, a premium spirit importer and distributor championing the best brands from all over the world and those that are striving for positive change.

In March 2023 she launched her first own brand Pod Pea Vodka, a sustainable quintessentially British Vodka made from peas, that tastes like (you guessed it) peas! She is passionate about building brands and creating a vibrant culture whereby her dynamic and diverse team can thrive.

Tell us a little bit about your business…

Ten Locks was launched in 2020 due to the insatiable need that the UK has for authentic, interesting, and premium spirits. Our hospitality sector is one of the best in the world and they want the very best brands that add value. We import and distribute several brands in the UK market with a focus on those that strive for positive change whether that be Co-op owned, Female led, B Corps or those with a philanthropic intention. We represent 12 wonderful agency brands that we distribute in the UK on and off trade, including our very own Pod Pea Vodka which adheres to our very strict criteria of what we believe brands of the future should be.

How did you get into the industry?

I started in hospitality at the early age of 14, working in various roles in front and behind the bar. It was when I was at Uni where my passion for spirits grew, where I was working in a cocktail bar in Leeds (Trio) to help pay for my studies. Their training programme on spirits was extensive and really inspired me to continue to learn more. After a number of other roles and a couple of global cocktail competitions I moved into a sales position for a premium spirit distributor and after 7 years worked my way up to sales director. It was here where I went to Cranfield School of Management on their Talent Development programme which really helped cement my passion and drive for business.

What are the biggest opportunities and challenges in your industry?

Right now, the hospitality sector is hurting with ever increasing operational costs. The increased cost of living means people are going out less and spending less when they are out and it’s really starting to have an impact on our bars and restaurants. Not only that, but 25% of young people are choosing not to drink. The hospitality industry is having to react and respond to this.

This is where a company like Ten Locks can support bars and restaurants, to appeal to consumers when they are out in venues through an appealing cocktail and drinks offering. People choosing to not drink and opting to moderate means that when people do drink, they choose better, which is great for us, as the premium, Ten Locks spirit brands provide an interesting point of difference and create an experience for bars and their consumers. An example of this is the brand Three Spirit, a non-alcoholic offering but it is part of the ‘functional’ non alc. drinks category which peaks consumers interest when presented to them.

How would you describe your leadership style?

I did a test for this not so long ago and apparently my leadership style is authoritative. I tend to state the objective and goal and let my team get there in their own individual way, helping as and when I can if they need. The Ten Locks team are all so very different and they all bring something unique to the table, I like to encourage this diversity and let them play to their own strengths.

How do you get the most out of the people who work for you?

Mainly by listening to their wants and needs and understanding their backgrounds. I try to empower my team to come up with solutions themselves and listen to their input. What motivates one person may be the absolute opposite for somebody else. Trying to make individuals fit into the same ‘box’ will in the long run create a team of ‘yes’ people, limit diversity and in turn creativity.

What are the most crucial elements to your business running smoothly and being successful?

People – We are in the people business, it’s important we have the right people and energy.

Passion – Our team is incredibly knowledgeable and passionate about spirits, it’s infectious.

Pace- It is incredibly competitive out there and time seems to be going quicker than ever. Pace is critical to achieving our targets.

I like to think Ten Locks is hard work but also enjoyable and rewarding.

How has the past 12 months been for you?

Really bloody hard! Everything has felt harder than ever, recruitment, in particular, has been incredibly challenging. The ever changing environment, increased costs, supply chain issues, adds further work to the actual job of brand building and selling! However, we entered 2024 with solid plans in place and ensured focus. January and February have been busy with tenders and great sales leads, alongside great brand activations which is very positive and I feel confident about the year ahead.

What will the next 12 months look like for your business?

The next 12 months will see us scale up(?) dramatically. We hired 5 new people in November, so I am looking forward to seeing them develop and support the growth of our business. There are interesting developments for Pod Pea Vodka, so watch this space! We have already gained some amazing National listings in venues like The Alchemist & The Ivy and the interest in Pod continues weekly and daily, so I am excited at it’s potential for future listings.

What are the highlights of your career so far?

Becoming a director before turning 30.

Bringing El Tequileño Tequila to the UK and growing the brand awareness and distribution to over 20,000 cases in 3 years.

Launching my first Brand- Pod Pea Vodka in 2023.

What’s the biggest business mistake that you’ve learnt from?

So many it’s hard to pinpoint one. But I’ve learnt the importance of retaining focus, saying no, not deviating from the plan and that cashflow is everything.