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Farm Diversification: How dairy farm diversified into gin production

July 29, 2022
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Dairy Farm Diversification

Farm Diversification: How a dairy farm diversified into gin production

Food and drink makers from across the country will be exhibiting their delicious wares at the Game Fair later this month. farmers Weekly chats with Lizzie Butler-Billington of Wild Fox Gin Distillery, a dairy farm who have started a gin production as farm diversification.

What prompted you to start a farm diversification in 2019?

It was an attempt to put my product development passion and skills to good use and create a product that represented the farm’s heritage without compromising its natural beauty.

There is also a growing new generation on the farm and it’s good for our children to experience a new business and be brought up with opportunities to suit different personalities, should they wantFarm Brand them. We see it as a new enterprise rather than a diversification as the farm business is solid and neither business financially benefits from the other.

Why gin, though?

We’ve always loved a good G&T. The problem was that we found our staple gin was becoming more and more mediocre and the flavours were decreasing over the years.

So we went on a hunt for more artisanal gins but were disappointed that most recommended serving with a garnish or flavoured tonic, and we just wanted a gin that spoke for itself and needed nothing adding.

This initially sparked the idea of distillation. With the wealth of botanicals already growing in the field, orchards, and hedgerows and having our own water source, it really was a no-brainer.

How do the dairy farm and the gin farm diversification dovetail?

We work in perfect harmony – most of the time. The distillery is carefully positioned – on the farm, but nestled in a way that means visitors can enjoy the views and watch working practices without disrupting them.

Our biggest challenge is “sharing” my husband, Rob – he is a partner in the distillery, but still very active on the farm and key when it comes to field work, so he can disappear for weeks on end.

You say you ‘strive to embody the farm’s heritage in every bottle. How do you do that?

Our family have owned and worked the farm since 1932. The farm’s orchard has fruit bushes, planted on day one by my great-grandparents, which we now harvest and use in our signature and summer editions.

We add a wealth of common “weeds” that the field sides have to offer and hawthorn from our hedgerows plays a key role in each of our distillations. Essentially, there is small part of our farm in each bottle.

How competitive is the gin market?

There’s competition in every business. That’s why you need a strong and, above all, completely truthful unique story when creating and selling your own.

The gin market is flooded – not so much with distillers, more with brands using synthetic flavours.

We are super-transparent about everything we do; that’s why we welcome people here to see where and how our gin is crafted.

With any start-up, the key is to be totally honest with your customers and, when you grow, ensure you stick to your values and share the details of your journey.

What’s been the high point?

Winning the “national best drinks business” category of the Rural Business Award in 2021. It was a huge boost.

What’s been the low point?

The biggest challenge has been the Covid-19 pandemic. We lost 60% of our customers overnight because initially we were very focused on the hospitality outlets and obviously they were all lost.Dairy diversification

What doesn’t kill you makes you stronger, though – so it made us adapt quicker and we learned a hard lesson about not putting all our eggs in one basket.

Is it a capitally intensive farm diversification?

Yes, but we started small and as we grew and got a solid customer base we built the new distillery and visitor centre.

Day-to-day running costs are high – spirits in general are expensive to craft because the duty is exorbitant. We also only use British ingredients, which has a higher cost, but it’s absolutely worth it.

What one piece of advice would you give to a farmer considering farm diversification?

Ensure you have identified a key person to take charge of that new business and allow that person to focus on it rather than giving them other responsibilities that take them away from it.

Also, remain true to your first customer, visitor or consumer – remain the reason they chose your business.

Taking your product to shows must be a good way of engaging with the public – why is this important?

We always ensure we make time to be present at events, share our passion and hope that, in turn, we will gain some new fans. It’s impossible to simply chat about your business and products in the same way using e-marketing, social media platforms or the media.

What are you looking forward to seeing at the Game Fair?

The highlight is being part of the huge celebration of the great British countryside and having all those like-minded folk in one place.

We’ve always attended the Game Fair, even before becoming exhibitors, for the buzzing atmosphere.

With the ever-increasing negativity in the press, it’s so refreshing to have pure positivity from all ages enjoying country pursuits, food and drink.

If you are planning a farm marketing strategy to promote your farm diversification, we would recommend seeking support from marketing advisors, you can check out our farm marketing strategy guide here, or you can book a consultation with us here.

Article taken from Farmers Weekly

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5 Instagram Reel ideas to market your artisan-spir
5 Instagram Reel ideas to market your artisan-spirit farm business

🍸 Why do we use [insert unusual ingredient] to make our [insert spirit]?
🍸 A tour of our distillery! What system do we use?
🍸 3 ways we are making our [insert spirit] carbon-neutral!
🍸 How do we make [insert spirit]? See our behind-the-scenes process!
🍸Cocktail Masterclass
🍸 Which spirit should I choose for my cocktail?

Do you use reels for your business?


Alternative meat products to add to your farm busi
Alternative meat products to add to your farm business - Charcuterie 

Charcuterie can be an excellent option for extending a product range as the products can be made from your existing meat supplies, or you could choose to team up with a local charcuterie business. 

Additionally, the shelf life of charcuterie products is often significantly longer than other meat-based products. Charcuterie also often uses less desirable parts of an animal, such as in the case of using cheaper cuts in salamis.


Instagram Reel ideas for your dairy diversificatio
Instagram Reel ideas for your dairy diversification

🧀 What happens to male calves on our farm?
🧀 A tour of our milking parlour! What system do we use?
🧀 Why do we use mob grazing for our cows? And what is it?
🧀 How do we make our ice cream? See our behind-the-scenes process!
🧀 Cheese tasting masterclass
🧀 Which cheese should I choose for my cheese board?
🧀Why should you buy milk from vending machines rather than from the supermarket?

 #cheese #britishcheese #dairy #dairyuk #britishdairy #milk #milkvendingmachine


8 farm diversification options for livestock farme
8 farm diversification options for livestock farmers

1. Milk vending machines – for dairy diversification
2. Crop mazes – for kid-friendly farm diversification
3. Shepherd Huts – the classic farm diversification
4. Glamping – the agritourism option
5. Ice cream – the tasty farm diversification
6. Storage containers – the commercial farm diversification
7. Clay pigeon shooting – for estate diversification
8. Growing truffles – the high-end farm diversification

If you are planning a farm marketing strategy to promote your farm diversification then we would also recommend you book a consultation with us.

 #lamb #hogget #beef #organicfarming #pork #rarebreed #highwelfaremeat #agrimarketing #backbritishfarming #farmdiversification #ukfarming  #farmmarketing #farmbusiness #agriculturemarketing #buybritish #organicfarming #agribranding #farmbusinessinnovationshow #farmlife #ruralpowerhouse #CountryLandandBusinessAssociation


Diversification idea – wool business!
Why choose a

Diversification idea - wool business!
Why choose a wool business?

A wool, yarn or fibre business can be an effective farm diversification for adding value to something that is often a by-product of the sheep farming sector. But there are also lots of other types of fibre to consider, from alpaca to plant-based fibres. Fibre businesses are useful for bringing in additional income on a smaller scale and tend to work well alongside a wider farm business strategy or even as a way to make money from your smallholding.

Fibre businesses can range from selling raw fleece through to spinning yarn and even dying yarns. 

Do you sell wool or fibre from your farm?

 #wool #yarn #knittinguk #felting #sheep #rarebreedsheep #britishwool #handspunyarn


How much would you need to sell to invest £600 pe
How much would you need to sell to invest £600 per month in your business? 

Is it 20 veg boxes? 2 glamping holidays? 100 bars of soap? 
How many new clients would we need to bring you?

With packages starting from as little as £200 and most under £675 per month, why not? 

#glamping #agrimarketing #backbritishfarming #farmdiversification #ukfarming #agribusiness #britishfarming #farmmarketing #farmbusiness #socialmediamarketing #contentmarketing #agriculturemarketing #devon #rurallife #rbst #agristudent #buylocal #supportfarmers #buybritish #shopsmall #dairy #organicfarming #agribranding #youngfarmers #farmbusinessinnovationshow #farmlife #thisfarminglife #ruralpowerhouse #CountryLandandBusinessAssociation


Video content for wool businesses needn’t be har
Video content for wool businesses needn’t be hard. Some ideas could include:

🐑 How is it made videos – show the processes within your business, such as spinning
🐑  Why do we do … – explain your practices and educate your audience
🐑  Product reveals – show your new products dressed and displayed in the best possible light
🐑  Before and after – show your goods before and after processes: from sheep to yarn,
🐑  Meet the team – show yourself or your team behind the business.


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Want to transform your farm business?
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 #glamping #agrimarketing #backbritishfarming #farmdiversification #ukfarming #agribusiness #britishfarming #farmmarketing #farmbusiness #socialmediamarketing #contentmarketing #agriculturemarketing #devon #rurallife #rbst #agristudent #buylocal #supportfarmers #buybritish #shopsmall #dairy #organicfarming #agribranding #youngfarmers #farmbusinessinnovationshow #farmlife #thisfarminglife #ruralpowerhouse #CountryLandandBusinessAssociation
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