Episode #10
What Whisky Can Learn From Gin | Carol Jackson, Ellis Spirits
Could whisky learn something from the gin boom — and could making the category brighter, more accessible and less intimidating bring an entirely new generation of drinkers into whisky? In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer is joined by Carol Jackson, Founder and Managing Director of Ellis Spirits, for a wide-ranging conversation about gin, rum, whisky, entrepreneurship, branding, innovation and the reality of building an independent Scottish spirits business. Carol didn't begin her career in the drinks industry. Her background was in corporate programme management, technology delivery and transformation, including work with RBS Group and Lloyds Banking Group. But after years of corporate life, Carol wanted to build something of her own. What started as an idea for a premium ready-to-drink gin developed into Ellis Gin — a Scottish brand built around flavour, personality, experiences and innovative colour-changing gin. Carol eventually took Ellis Gin from zero to profitable in two years, but the journey taught her that creating a fantastic product is only the beginning. You still need to know your customer. You still need a sales strategy. And most importantly, people need to know you exist. Carol also shares how Ellis adapted during Covid by creating virtual gin experiences that brought people together at a time when social interaction had almost disappeared. That journey subsequently took her products to Downing Street and the House of Lords and led to recognition through Small Business Britain. Today, Ellis has expanded beyond gin into rum. Carol explains the thinking behind Ellis Rum, a honey-spiced expression combining predominantly Caribbean rum with Scottish rum — with another unusual ingredient in the story: Honey connected to around 30,000 bees living in central Glasgow. Glen and Carol also explore where whisky, gin and rum can learn from one another. Carol believes whisky could become less masculine, brighter and more fun in its marketing, while using cocktails and experimentation to attract consumers who might otherwise feel intimidated by the category. Meanwhile, gin could learn something from whisky's ability to create premiumisation and perceived value. Connect with Carol Jackson Ellis Gin: https://ellisgin.com Ellis Rum: https://ellisrum.com LinkedIn: https://www.linkedin.com/in/carol-jackson-ellisgin/ Connect with Glen Palmer LinkedIn: https://www.linkedin.com/in/glen-palmer-online/ Whisky Wealth Mastery: https://whiskywealthmastery.com Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free Book a complimentary 15-minute whisky cask discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call ️ Want to be a guest on the Whisky Wealth Warrior Podcast? https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast #Whisky #Gin #Rum #EllisGin #EllisRum #ScottishGin #ScottishSpirits #DrinksIndustry #Entrepreneurship #CarolJackson #WhiskyWealthWarrior
