Drinks Deserve the Same Local Focus as Food

When we first launched Barry Island Spirits Co, it was never meant to be a standalone brand. We just wanted a good quality Welsh gin to serve at Craft Republic – something small-batch and local that matched our ethos as an independent bar in Barry. But when we couldn’t find anything that quite fit the bill, we decided to create our own.

That first batch of Barry Island Gin was intended as a house pour. But during lockdown, we saw an opportunity to offer it online, and it grew from there. Now, we produce a full range – dry gin, rum, vodka and pink gin – all designed around what our customers actually want.

We don’t develop products based on what sounds good in a marketing pitch. We use our bar as a testing ground. We listen to what people are drinking, what flavours they ask for, and what trends we see emerging. That direct feedback loop shapes everything – from recipe development to packaging. For example, when the cost-of-living crisis hit, we invested in smaller 50cl bottles to offer a lower price point without compromising on quality. That decision was led entirely by what our customers needed.

We also stay close to our trade customers. My husband and co-director Tim still handles most of our local deliveries, which gives us the chance to speak directly with the people pouring our spirits. We hear what’s working, what isn’t, and what their customers are asking for. That kind of insight is invaluable.

But what frustrates me is how many venues still don’t apply the same thinking to their drinks menus as they do to their food. There’s so much talk in hospitality about provenance and local sourcing – you see it on food menus all the time. But when it comes to drinks, it’s still too often dominated by big brands. Even restaurants that champion local farms or coastal seafood will happily serve the same few lagers and wines you can find anywhere.

I know there are practical reasons for that. Large drinks companies offer financial support and familiarity. And if your main focus is food, the drinks list might feel like less of a priority. But customers do notice. And there’s a real appetite now for discovering something different – for supporting small producers and hearing the stories behind what they’re drinking.

Wales has some incredible drinks producers – from distilleries to vineyards to breweries. There’s no shortage of talent or quality. What’s missing is opportunity. If more hospitality businesses took a chance on local drinks the same way they do with food, it would make a real difference to small suppliers like us.

That doesn’t mean overhauling the whole menu. Even swapping in one local gin or one Welsh wine could have an impact. And the benefits go both ways – you’re offering your customers something unique, and you’re contributing to a supply chain that values quality, independence and community.

We’ve built Barry Island Spirits Co around what we know customers are looking for – authenticity, quality, and a genuine connection to the product. That same care and attention is being shown by producers all over Wales. By giving local drinks a place on the menu, hospitality businesses have an opportunity not just to stand out, but to support a thriving independent ecosystem.