I'm sure by this day on the advent calendar you're all in the depths of work Christmas parties, mince pies, and tinsel-laden festivities. We have just taken a huge breath as we wrap up for 2023, the last orders have made their way out and hopefully will all have arrived or will be imminently arriving at your doors.
It feels a little strange to come to a standstill after what has been the craziest year for us. I can only compare it to that feeling of when you've been on a long journey and spent all day traveling, to finally get into bed at the end of the day and it still feels like you're moving. Granted I'm not known for my ability to turn off, but Katie always does her best to get me to engage with the festivities.
Last week we travelled towards the end of the year with the stunning news that we came second in The Gin Guides Best Gin Bottle of the Year just behind Procera Gin. I'd be lying if I said I didn't want to come first, but that's only driven by our belief in Igneous and what we are doing. Ultimately Procera 100% deserved the title and we are proud to even be In the same lineup as them. The support we have been shown by The Gin Guide and so many others in the spirits industry is unbelievable; we keep getting told what "we" have done is amazing, but in truth, we would be nothing without the engagement and encouragement from customers and industry experts on our journey of the Never Ever Ordinary. It proves to us that there is a thirst for a shift in the UK spirits industry, to create something that people can engage with, yes we are a company, but what we actually are, is two people working our socks off, doing something we love in a way that we think people will connect with on a personal level.
I hear the phrase so often that Gin in the UK is "done" and "reached its potential", although everyone has the right to their opinions and views and rightfully so, I think it's not about the performance of the industry as a whole. It's about how and what you do within your sector that carves your position and ability to stand out and survive.
In an innocent way with no harm intended, I was recently told by someone who I will not name, that our mantra "Never Ever Ordinary" left them cold and that it could be any gin/product. My response was that this is not our brand, it's part of our ideal, the thing that drives us and is at the core of our decision-making process. It came from the words of my late father. He once told me to imagine a piece of paper with hundreds of circles all over it, but only one cross. Where are your eyes drawn to at a glance… the cross. He told us to never follow the crowd, don't join a trend, and ensure whatever you do is Never Ever Ordinary.
We will be going into 2024 with this at our heart. There are so many things we have coming up in 2024 and we cannot wait to meet so many of our lovely supporters along the way. For now, sit back pour yourself a glass of Igneous however you like it, and let the joy of Christmas surround you.
Thank you all for taking the time to read my ramblings this year, see you in 2024.
Merry Christmas and Happy New Year
Miles and Katie x