What was the catalyst for launching Renais?

I had worked in the beverage and hospitality industry for nearly a decade, with my last role in the gin category. I spotted a gap in the oversaturated market for an ultra-premium gin, which ultimately led to the creation of Renais. Emma and I were inspired by our family heritage; we spent the majority of our childhood holidays at Domaine Watson in Chablis where our father planted his vineyards. Here I learnt much about the wine making process and wanted to create a gin that was inspired by the winemaking tradition and terroir of Northern France. It’s our family’s love letter to France and an evolution of family business.

Tell us about the business – what it is, what it aims to achieve, who you work with, how you reach customers and so on?

Renais is a B-Corp company, that produces an ultra-premium gin currently available in 11 countries with distribution deals agreed in 22 markets. We are aiming to be the no.1 premium gin globally, elevating the gin drinking experience for consumers. Sustainability is a core tenant of the brand and runs through all we do, from production to packaging.

We work with drinks distributors such as RND in the US, Hospitality Inc in the UK and Maison Villevert in France. We have also recently partnered with FreeWorld Brands to expand into travel retail. Lastly, we have an excellent board with drinks industry veterans who provide great insight and support.

We reach our customers via social media and our online club Renais Privé which gives them exclusive content. The on trade are also very important for us in reaching customers, we have a brilliant network of bartenders who are engaged and loyal to our brand and our brand ambassadors really drive these relationships for us, ensuring we are stocked in the best bar & restaurants.

How has the business evolved since its launch?

Internally, we’ve gone from a team of 4 to a team of 9 within a year. It’s been important for us from the beginning to carefully build the brand and not say yes to everything. We’ve focused primarily on the on-trade and D2C, which we will continue to grow, but we are also turning out attention to select retail.

Tell us about the working culture at Renais? 

Renais is about celebrating friends, family and togetherness and this culture runs through the team too.

How are you funded? 

We have had two very successful fundraising rounds, some key investors include InvestBev, Jean-Sebastien Robicquet of Maison Villevert and Patric Dougan, of HK High Spirits Limited.

What has been your biggest challenge so far and how have you overcome this? 

The biggest challenge for us in the USA has been trying to be everywhere all at once. We’ve had such great feedback from our US fans, and our aim is to reach as many as possible. We’ve so far launched in 35 states online and in California and New York in venues.

How does Renais answer an unmet need?

The gin category has been very saturated for a while, but the ultra-premium market is yet untapped.

The upcycled wine grapes and botanicals local to the Burgundy region used in Renais gives the liquid a much more complex, warm and smooth taste compared to traditional gins. Discerning drinkers are increasingly looking to elevate their drinking experience, particularly in the US where they are more likely to try an ultra-premium gin as their first foray into the category. We are also taking advantage of the overall trend for consumers to drink better. They are looking for spirits that are beautifully crafted using the highest quality ingredients, have provenance and that have been created with as little impact on the earth as possible – these are things Renais offers.

What’s in store for the future? 

We have just closed a £4.95M investment round which will support further global expansion, increase our footprint in the US, increase production and expand the team. We are also working on some exciting partnerships that will be announced later this year. 

What one piece of advice would you give other founders or future founders?

As clichéd as it may sound, always be kind to yourself and that there’s room for improvement as nothing comes overnight.

And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment? 

I've been on a January health kick! Meaning replacing Martinis for gallons of water, which has been challenging. I’m also committing to no screens before bedtime, and trying to tackle a book a month. I’ve also entered a half marathon so forcing myself out in the bitter cold to get prepared for this spring! go go go! 

Alex Watson is the cofounder of Renais.