Joe Wilson is one the Co-Founders of Stonewall Spirits an LGBTQ+ Spirit brand.
It began its journey in early 2020 and is produced at their Family distillery in Skegness, Lincolnshire.
- Tell us a little bit about your business…
We are an LBTQ+ Spirit brand, retelling the incredible story of the 1969 Stonewall Riots and raise money for LGBTQ+ charity all year round. Our spirit brand stands apart in the UK market, as our commitment to supporting the LGBTQ+ community extends beyond token representation during Pride month. We prioritize year-round advocacy, promotion, and donation to LGBTQ+ charities, a fact that we are incredibly proud of.
I am proud to report that we have donated approximately £8,500 to LGBTQ+ charities since our launch in early 2020. £1 for every bottle sold is donated to LGBTQ+ charity.
- How did you get into the industry?
My in-laws, they are massive gin lovers and already had a gin brand and I just found the whole business really fascinating. I then also re-discovered the Story of the ‘Stonewall Riots’ and found it very inspiring, I then went to re-tell this to my in-laws (Sarah and Richard) over some drinks in a bar in Leeds who found it equally inspiring. I then wanted to tell it to more people as I found may people around my age (28 at the time) or younger hadn’t heard of it. After doing further research I then noticed many brands would bring out a ‘Pride’ edition for the month of June and then disappear and many weren’t also giving back to the community, and I wanted to do the exact opposite of that and that’s how our brand was born!
- What are the biggest opportunities and challenges in your industry?
The alcohol industry is very difficult. There are a lot of great and well-known brands that dominate the market and trying to breakthrough that without big marketing budgets /listing fee’s etc is very hard as a small brand, plus trying to be competitive on pricing! In saying this I find the industry incredibly supportive; the on-trade in particular are very supportive of our brand, and I have had a lot of advice and support from that part of the industry.
- How would you describe your leadership style?
Oh god, I only have to lead myself currently, so I don’t have to worry about that just yet ha!
- How do you get the most out of the people who work for you?
I reward myself with a few Stonewall G&T’s on a weekend! 😉
- What are the most crucial elements to your business running smoothly and being successful?
I would say currently the relationships we have with our On-Trade partners and our wholesalers, they are a vital part of our business so I make sure I am keeping in regular contact with them and are always available to speak with them. I am a bit of a people pleaser in all honesty so the thought of someone being dissatisfied with me/us kills me so I will always be available to speak with people which I feel people really appreciate and helps build a good business relationship.
- How has the past 12 months been for you?
Personally very exciting, I started working on the brand full time back in September, until this point I worked full time whilst growing the brand, just need to earn my keep now! We have also brought on some more hospitality accounts and further grew the brand which was challenging but very rewarding and exciting!
- What will the next 12 months look like for your business?
Exciting – We are working on new products to introduce to the Stonewall range, plus looking to possibly export some of our products and start that journey so all that is very exciting! Scary but exciting!
- What are the highlights of your career so far?
Gosh. Firstly, for me the money we are raising for LGBTQ+ charity, we donate monthly and being able to send that donation over and give back to my community is definitely a highlight. Then I would also say launching into Harvey Nichols back in 2021, that was very very cool.
- What’s the biggest business mistake that you’ve learnt from?
More personal than business, but I have learned not to get my hopes up as much on potential listings! At the start I was very keen & green, but soon realised the industry is very challenging so I don’t let myself get too excited until a contract is signed.
- What’s the best piece of business advice you’ve been given?
I have a saying I heard once years ago, I can’t even remember from where (I think it was from a movie) and when I am having a bad day, I will tell myself ‘Failure can only happen once you quit, until then its simply a journey’.
I would also like to add please…
Sarah & Richard (in-laws) now produce our range of Stonewall Gins, so all credit has to go to them on the production of our range and the incredible feedback we get is down to them! This business wouldn’t have taken off the ground without them. Their support, advice and belief in the brand has been invaluable.
