Strange Nature is traceable from grape to glass. Unlike many others, we are inspired to produce gin that comes from a reliable and traceable source. We know precisely which sustainably farmed vineyard our base grape spirit comes from in Marlborough, and our juniper berries come from Macedonia. Currently, New Zealand does not have a suitable climate to support juniper plant production.
We are also motivated to offer a strangely wonderful experience with our gin. We wanted to bring something new and exciting to the category.
What were you doing before starting Strange Nature?
My first foray into beverage brands began 20 years ago, working for major brand companies such as Coca-Cola and Beam Suntory (Jim Beam) and gaining a deep understanding of FMCG sales and marketing. [fast-moving consumable goods] brands domestically. I then moved on to my first export role as Export Manager at Giesen Wine, focusing on the Asian, European and US markets. Prior to joining Strange Nature, I worked in the New Zealand dairy industry with Westland Dairy Company, where I led the commercial team looking after their global retail network.
You have recently won some international wine awards. What can you tell us about these awards?
Founded in 1969, the IWSC [International Wine and Spirit Competition] has a long history and tradition in the industry. The competition is well known globally among consumers and the trade. Strange Nature has been successful over the past three years by gaining high praise for innovation, packaging and design. The 90/100 points and the “exceptional gold” are the first major recognition of the quality and flavour profile of the gin itself.
How big is your team?
Strange Nature is a team of six people split between operations, sales, marketing and strategy. All other areas of the business are outsourced, namely finance and HR. The team is split between Blenheim, Christchurch and Sydney.
How have you financed the business to date?
The company is financed by the five shareholders. All profits are 100% reinvested in the company.
What have been your biggest challenges in business?
Over the past five years, consumer interest in gin has increased globally, especially in the $70+ price category. Gin drinkers understand the diversity that gin can bring to cocktails, as it pairs well with a wide range of drinks, from savoury martinis to sours such as the Tom Collins. Naturally accompanying the growth of the category is the entry of many new brands into the market, resulting in an overcrowded category, coupled with a global cost of living crisis and consumer spending restraint. On both fronts, this has contributed to a sometimes challenging retail platform.
What have been the highlights of your business career so far?
We are proud that in just three years we are available in over 600 bars, restaurants, shops and airports across New Zealand. Avoiding price action and instead investing in sampling, marketing and ‘gift with purchase’ promotions has worked very well. The most recent quarterly data to 24 June from AC Nielsen shows Strange Nature 700ml Gin is the third biggest gin brand in New Zealand, behind Scapegrace Classic and Black.
The biggest revelation for the brand has been the success in the duty free channel, which is now available in 15 international airports around the world, including Auckland, Sydney, Fiji and soon Singapore, Qatar and New Delhi. Duty free offers a great showcase for brands, a luxury shopping environment with premium products that are affordable thanks to the removal of government taxes and duties.
Strange Nature has quickly built global distribution in domestic markets around the world and is now available to consumers in 10 countries including the UK, Australia, Singapore, Peru, Cook Islands, Samoa, Fiji, India, USA and in the coming months Qatar.
What advice would you give to other budding entrepreneurs?
If you’re serious about a business idea, I suggest you slow down and plan out what success looks like. There was a two-year gap between that lightbulb moment and launching our brand; we had a long list of questions we needed to answer before we launched.
To achieve what we have achieved over the past three years, we have had to invest a significant amount of money in people and, just as importantly, in the marketing initiatives that our business partners require to ensure that customers buy Strange Nature.
No doubt your family and closest friends will also be along for the ride, almost like brand ambassadors who can do a great job (without pay) of telling your story. However, even more important than selling lots of gin is that the business doesn’t take the place of family life and time with friends. I feel most fulfilled when I spend time with my family and friends – even cutting back on time in the business to do this can ultimately result in better business results.