Beverage Startups
The Story Of Club Belmont Xpresso Martini
Ready-To-Drink alcohol cocktails in retail store has been a growing global trends across the globe. From previously interviewed & Stirred brand based in India to reviewed Twisted Halo based in UK. A 32 years old mixologist just released an astonishing cold brew Xpresso Martini brand. Today, I have the pleasure of talking with Samuel Livingstone Aird, the founder at Club Belmont Xpresso Martini.
1. Sam, tell us the story behind the Club Belmont Xpresso Martini, what experience did you have in the beverage field before you started?
Actually my experience is in finance and process development with all my beverage experience being from a passion for mixology over the last 13 years. The Xpresso martini came from a drink I had been serving for years at dinner parties and bbq’s etc which I refined and re-developed for the off-trade market to fulfil my dream to bring a true premium cocktail to the masses and become a business owner.
I had been working my way up through companies to gain the skills required to create a brand one day.
2. Creating a perfect balance between alcohol and soft drink can be a challenge. What are the main difficulties you have faced?
Getting the perfect balance and taste for the Club Belmont Xpresso Martini took many months of test runs, some challenges were thickness and smell particularly with only a few premium natural ingredients. You think you have it right and then you run it on scale in large machines and you have go back to rejig your balance while keeping costs in hand.
As for difficulties creating a company and brand, that would be a long story, labels alone can be a big challenge.
3. Everybody knows that in beverage industry quality is more important than quantity. However, bigger variety attracts more consumers. Are you planning to launch new cocktails?
I can tell you we will be launching our second cocktail in the near future, however it’s still under wraps so I can’t give away any more than that I’m afraid. I can promise we will share it with you as soon as we possibly can.
4. Xpresso Martini is a premium beverage brand. Can you describe your target market?
Thank you, yes you are right the Xpresso Martini is a premium beverage brand, and our target audience is very discerning. They enjoy excellent cocktails made from high quality ingredients. They are specifically looking for that perfect in-between drink, combining an alcoholic cocktail with a rewarding caffeine kick for the perfect pick me up.
5. This January you have succeeded in gathering crowdfunding. It took 32 days to reach your goal. In your opinion, crowdfunding is an easy way to gain money for business? Would you do it again?
We were thrilled when we succeeded in hitting our Crowdfunder target. It was an excellent way to engage with an audience as a brand new start up. We have had fantastic feedback from all our lovely Crowdfunder pledges and really appreciate their support. I would recommend it to new startups, however they should be ready to put the hard work in to really promote their product.
6. The majority of interviewed owners hadn’t had any experience in beverage industry. However, you do. In your opinion, what advantages it gives to you?
My experience has actually been in finance and process development which brings many useful skills, a drink is one thing but a brand and company requires varied skill sets. But my passion for cocktail mixology was certainly a driving force for my ambition to start my own ready-to-drink cocktail business.
7. As a professional in the beverage industry, you must have noticed some trends in recent years. What are consumers looking for when it comes to Ready-To-Drink cocktails?
Great question. I think consumers are looking to enjoy a premium cocktail experience on the go, at events or picnics, or even at home or at dinner parties. They want the same excellent taste and high end ingredients they would get at a cocktail bar. Really what people want now is new small brands, they want to break away from the big brands and be part of the product story. Its about verity and choice.
8. Where do you see Xpresso Martini in 3 years from now?
I already feel extremely lucky to have had my UK launch of the Club Belmont Xpresso Martini at Fortnum & Mason’s & The Whiskey Exchange, they would be on anybody’s dream list to stock their brand. Going forward, I would love to see the Xpresso Martini stocked in supermarkets like Waitrose and Marks and Spencers, and at airports and in magazines on an airline. Ski resorts would also be a fantastic place to get stocked, perfect for après-ski. In three years we would also love to have a firm footing in the European market.
For more information visit Xpresso Martini website.
