WEEKEND PREP with: Brixton Spirits & Guzzl
Weekend Prep isn't just about business, it goes behind the pass, under the counter, and into the minds of the people powering food, drink, and hospitality. The grit. The joy. The chaos. The magic.
WEEKEND PREP is a real conversation about the journey - told by those in the thick of living it.
The wins and the wobbles
The near-burnouts and hard-earned breakthroughs
The shift from scrappy to structured
The heart behind the hustle
And yes, where they’re eating, drinking, and unwinding when it (briefly) all goes quiet
The human side of food, drink, and hospitality - beyond the spreadsheet.
I kicked if off with a double header:
Sally and Chris Chilton, the mother and son duo behind RamTang’ Cello
and the Brighton couple behind #gutcrack Savvy Ferments.
read it here.
And, then last week, I chatted with The Breaducator, David Wright, author and head chef at Pump Street Bakery:
WEEKEND PREP, WITH THE BREADUCATOR
WEEKEND PREP is a real conversation about the journey - told by those in the thick of living it.
Who’s It For?
Founders and operators in food, drink, and hospitality
Chefs and creatives looking for connection and inspiration
Anyone trying to build something with flavour and feeling
Curious culture-seekers who just love great food and behind-the-scenes stories
I interrupt this interview to talk about an in-person event.
On Thursday, 17th July, I’m running another Best Before meet-up for those in food, drink and hospitality.
A room full of people living the very lives we talk about here in WEEKEND PREP.
It’s taking place in Brighton, at Projects, Nile St, a beautiful co-working space.
We’ve got 6 amazing speakers, giving talks around the theme of WORK IN PROGRESS, stories of Craft, Creativity and Chaos.
Then there’s lunch, snacks, drinks and informal networking.
It will be a super inspiring day. And, there’s no replays.
You need to be in the room to get all the inspo, to share your challenges with your peers, to meet someone who can help and to find people and products that can help you grow.
Full info and tickets here.
Right, lets’s crack on…
So, this week, I’m thrilled to be talking to Andrew Murray-Watson.
He’s the founder of Brixton Spirits and Guzzl which is a small but beautiful shop in Brixton Market - a purveyor of nice things.
I can vouch that Guzzl is truly great (and not just because it stocks my Bloody Bens Bloody Mary Mix) and also, Andrew’s spirits are delicious (and also great in a Bloody Mary!).
ANDREW MURRAY-WATSON
PART 1: THE FIRST BITE
What’s your ideal Sunday plate?
I love a Sunday BBQ.
I am lucky enough to have a Big Green Egg.
Favourite plate would be a reverse seared tomahawk steak from my local butcher, serve with some truffle mashed potatoes and honey-roasted carrots.
I slow cook the steak for 20 mins, let it rest for a while and then drop it directly onto the charcoal to finish.
You get some yummy crispy bits and it is still pink on the inside.
Favourite recent drink discovery?
English Pinot Noir.
I always thought it was expensive, but the quality has really gone up recently.
What’s your post-kid bedtime wind down ritual?
Ah! The Golden hour!
Typically, either a very cold beer or a Brixton G&T and then a glass or two of red wine.
Food is usually something simple and quick - so a chilli or something spicy.
My partner, Calandra, is very good at persuading me to eat something healthy.
I am currently hooked on Sambal - a Malaysian chilli sauce - so anything that works with that.
Then tidy the kitchen, put the bread maker on for the morning and trudge to bed!
One maker or product that’s caught your eye recently?
We were on holiday in Cornwall and randomly walked into a microbrewery and tap room called Bluntrock, which is up the hill from Rock.
Their beers are superb and I love their Japanese rice lager called Kanpai.
I went back the next day and ordered it for Guzzl. We were their first London stockist.
One of the best parts of the job is finding a really small independent producer and introducing them to your customers.
The Bluntrock range is a best seller in the shop now.
Who in the drinks industry makes you think, “Yeah, they’re smashing it”?
Momo Kombucha.
Simply the best kombucha in the UK and I knew they had made it when I saw it advertised on an Ocado billboard at Waterloo Station.
PART TWO: THE GRAFT
You’re juggling a bricks & mortar store, a spirits brand, another job, and young kids. How do you actually manage it?
You forgot the dog!
The family always comes first. It really isn’t easy and I'm not going to pretend I have some magic formula, because it’s usually messy and there are inevitably compromises.
I have a very supportive partner, who understands that I am often distracted.
I tend to get bored if I only have one thing to do, so having lots of different priorities suits my mindset.
You were one of the early tenants in Brixton Village. What was it like in those first days, before it became ‘a thing’? Was it a case of blind faith or were you busy from the off?
I think, in fairness, it was already a thing when we opened in 2017.
Maybe it is a more established ‘thing’ now.
I tend to make decisions on instinct and then work bloody hard to make something a success.
They say it takes 5 years for a shop to be fully known in its neighbourhood and I think with the COVID period it has taken us maybe 6 or 7 years.
We are certainly busier now then we ever have been.
Guzzl is a tiny space but highly sought after - how do you handle the constant stream of product pitches? Are you ok saying no?
The worst thing a retailer can do is ghost a potential supplier.
Say yes or no, but always give feedback.
And, if it’s a “no”, then provide constructive comments.
If the product doesn’t work, then I think a retailer saying “no” and “here’s why” can actually be a real positive for that independent producer.
It might not have anything to do with the product, it might just not be right for my customers.
The gin market is brutally competitive now - what’s helping Brixton Spirits stand out or gain traction in 2025?
The market is shocking and you are seeing independent producers disappearing every week.
I hope that the quality of our gin and vodka and the strengths of our brand give us a competitive advantage.
But beyond that, we have to be competitive on price and that means being realistic on margins.
If the bar manager is primarily concerned with their GP, the quality of your product is neither here nor there.
That is the unfortunate reality of this market.
You don’t need to be the same price as Beefeater, but you have to be in the ballpark and then hope the quality of the product means your customer won’t mind paying a little bit more.
But I would also say that “buying” listings by selling at a loss is a mugs game at the moment. You can’t chase growth, if it’s not financially sustainable.
What’s one operational thing you do differently now that’s made life easier?
Not leaving my VAT return to the last minute. I hate doing my VAT return.
PART THREE: THE MINDSET - LEARNINGS
What’s something you believed early on that you’ve completely changed your mind about?
You need a distributor at your back to be a success.
I am pretty sure that isn’t the case anymore, at least in the early stages of building a spirits brand.
What’s been the biggest mindset shift for you - from being a shopkeeper to becoming a drinks brand builder?
Learning to sell.
Being a shopkeeper, you have a pretty captive audience when a customer walks in.
Being a drinks brand owner, you have to hustle and hustle, especially given the ludicrous levels of competition in the market right now.
You spotted there wasn’t a Brixton gin - how do you balance instinct vs data, when deciding what to do next?
I always say that if we knew then what we know now, we wouldn’t have launched a spirits business in a million years.
So instinct, or rather ignorance, can have its advantages.
I also think being pig headed is as least as valuable as being data driven.
The data applies to markets and industry sectors and consumer behaviour.
It does not account for the qualities of your product and your vision and the difference they can make.
Has moving to Devon changed how you work or what you want from your businesses?
Not really.
It has meant I spend longer on trains with nothing to do apart from send emails, chase up sales leads and so on.
Downside is, I spend less time than I would like hanging out with customers.
What advice would you give to someone who has a product they really believe in but feels stuck or invisible right now?
That’s a really tricky one as there are so many reasons why momentum might disappear.
One thing I would say, is to be brutally honest with yourself about why something isn’t working.
Your passion for your product keeps you going. Of course it’s the best thing on the market!
But that steadfast belief can also obscure some vital truths.
Most things are fixable. Some things aren’t. And that’s ok. But better to realise that earlier than later.
Do you ever think about quitting it all? What stops you?
At heart, I am a storyteller.
If I quit the business then I would have to find some new stories.
And, I can’t think of any that are more interesting at the moment!
PART FOUR: WHAT’S NEXT?
Do you see yourself doing something local to where you live now?
No way! Enough is enough thanks!
Would you ever launch a Brixton Rum - or are you happy keeping things focused?
The longer term ambition is to broaden our product range. I really can’t say more than that at this stage. Watch this space though!
Where’s Brixton Spirits headed? Any new products or partnerships on the horizon?
It is very much “steady as it goes” in the current market.
We are cashflow positive and we will only seek opportunities to grow volume if we can do it on a financially sustainable basis.
We are always open to new partnerships and collabs!
And, we recently shipped a pallet of gin to Norway and we would love to get into further international markets.
What do you think you need to work on next, personally or professionally?
I am constantly working on being a good parent to my two children. This is a constant and near vertical curve.
Professionally, I am looking to do my WSET Level 3 in Spirits in due course.
And, I plan to take a seafood prep course in September.
PART FIVE: WEEKENDING
What does a good weekend look like for you?
Sunshine, spending time with the family or playing cricket for my local village side. Good food and drinks!
A spot you’d recommend to hang out?
If you are ever in Rock and it’s a special occasion, then check out a seafood restaurant called Four Boys. It’s the business!
And is it too self service to say Brixton Village? The place is constantly reinventing itself and the choice of things to eat is awesome.
A drink you’ve loved recently?
I just made some fresh strawberry Brixton Gin with strawberries from the garden. It is the taste of summer.
A read, watch or listen that hit home?
I have just finished “I regret Almost Everything”, Keith McNally’s autobiography.
It is a searingly honest read and essential reading for anyone in the hospitality business.
A song for the weekend?
“Sale of the Century” by Sleeper.
MY (HOT) TAKE
The line that stuck with me most?
Andrew’s quip that he is at heart a storyteller.
I think that’s such a great realisation to have. And, having a shop and drinks brand allows him to tell so many.
I feel a connection here, with Bloody Bens allowing me to tell one set of stories and On A Plate Growth and Best Before giving me the opportunity to shine a light on others.
That’s why I started WEEKEND PREP - to share what the work & reality really looks like.
Brands aren’t built on spreadsheets alone.
You need to make people feel something and storytelling is your way to unlock that.
It’s not the only part of the jigsaw but it’s a big part.
You have to have the human element - the cliche that people buy people is true.
When I look at those winning, they own their voice, they give people reasons to care about them but they also embrace the graft of selling and stay stubborn and smart.
More things that hit home:
You don’t need a distributor but you do need hustle, and a product you actually believe in.
Instinct still matters. Data can guide you but you need conviction too and you need that to connect with potential customers.
Growth isn’t really growth if it’s not financially sustainable. How often do you actually see those ‘killing it’ fizzle out?
Saying no and why not is the best way to help new brands (well maybe not no but if it has to be no, why!)
You can build a business and raise a family but balance is elusive and the juggle is constant.
If you’re in the thick of it, I hope this reminded you you’re not the only one making it up as you go.
And, if you’re feeling stuck or a bit invisible, have you taken a moment to be brutally honest with yourself and what is and isn’t working?
What did you pick up on? Share your thoughts in the comments.
And, if you want to support Andrew? How about buying some of his spirits, or going to visit Guzzl?
Right, that’s it for WEEKEND PREP this time around.
Thanks for reading, hopefully it’s given you a dose of can-do spirit, or, if you’re already doing it, a reminder that it can be tough for all but you can so keep going!
Don’t miss the next conversation,
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And, if you’re trying to build something but need a clear growth plan, better marketing, or just a steady, independent voice in your corner, I can help…
👋 I’m Ben, founder of On A Plate Growth Agency
I work with food, drink & hospitality brands.
🧠 Virtual Co-Founder service - a sounding board, strategist, and connector, all rolled into one.
📩 Email strategy that converts
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💬 Community & masterclasses via The Growth Collective
Struggling with your business journey?
Drop me a line, ben@onaplategrowth.com
or head over to my website to book a free discovery call.
Also, co-founder of Bloody Bens & Best Before Events.
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