In this episode of The Distillers Institute Podcast, host Marcel Thompson interviews Chris Fraser, founder of Bluff Distillery, shares his remarkable journey of building a premium gin brand in the remote fishing town of Bluff, New Zealand. From launching in 2024 to winning Product of the Year in the UK, Chris unpacks the grit, strategy, and innovation behind their success—including using wild seawater to cool their still and creating a custom bottle that sets them apart. He talks about navigating startup challenges, building the right team, and the power of branding in a saturated market. Chris also dives into how staying true to place has shaped every aspect of their product. This is a must-listen for anyone interested in bold ideas, resilience, and redefining what’s possible in small business. A glimpse into the questions Marcel posed to Chris Fraser:

1. Could you tell the audience today about how the idea for the Bluff Distillery company actually came about? According to Chris Fraser, the idea for Bluff Distillery began during a food producers meeting at the historic Ocean Beach site in Bluff, where a casual conversation sparked the vision of starting a distillery in a rugged yet scenic location. The thought stayed with him, and after some reflection, he saw its potential and began laying the groundwork for a multi-year project focused on team-building and meeting compliance requirements.

2. What’s the URL for Bluff Distillery so people can check it out? Chris has shared that the official website for Bluff Distillery is bluffdistillery.com. The brand is also active on social media, including Instagram and Facebook, where you can follow their journey and stay updated on new releases. There’s even a newsletter sign-up at the bottom of the site for exclusive updates.

3. May I ask who helped to design the bottle, and who ended up producing the bottle for you? According to Chris Fraser, the bottle was inspired by a hand-drawn sketch of a Japanese glass fishing float and brought to life through a collaborative design process involving his team and branding specialists. After many failed attempts with manufacturers who said it couldn’t be done, they finally partnered with a French-owned company in China that took on the challenge. The unique bottle became a bold symbol of their brand’s identity and commitment to quality.

4. Have you got thoughts around where you’d like the business to be in three to five years? Chris has shared that Bluff Distillery has big ambitions to become a global brand while staying rooted in Bluff. They’re already exporting to two countries and expanding into more, with plans for larger container orders and increased production. Their facility has the physical capacity to grow, and they’re exploring adding a second still to meet future demand.

5. Are there any other innovations that you’ve seen or implemented that really stood out in your distilling business? According to Chris Fraser, one standout innovation is their use of seawater from Foveaux Strait to cool their still condenser. By tapping into a massive aquaculture system already in place, they reduce energy use and enhance sustainability. This environmentally conscious system is not only rare—it’s virtually one-of-a-kind in the world of distilling.

6. If there was one piece of advice that you’d like to share about starting a distilling business, what would that be? Chris has shared that the most important advice is to do your homework—especially with people who aren’t family or friends. He emphasizes the value of getting honest feedback from unbiased sources and being ready for the unexpected. Startup journeys are full of challenges, and how you deal with setbacks will define both your product and your growth as a business owner.

Quotable quotes from our special The Distillers Institute podcast guest:

We craft spirits where the salt of the sea whispers in every sip – Chris Fraser

Innovation isn’t just about the liquid, it’s about the soul of the story – Chris Fraser

Bluff isn’t just a location, it’s a liquid adventure – Chris Fraser

Every bottle is a journey from the edge of the world – Chris Fraser

Distilling isn’t just a craft, it’s a passion carved by rugged determination – Chris Fraser