Summerton returns to EU following Brexit blow
Whisky subscription club Summerton has returned to the European Union, having previously stopped deliveries to the region following the impact of Brexit.
Summerton Whisky Club, a UK-based whisky subscription club and community, previously had members across 12 European nations.
However, the implementation of Brexit was a “massive blow” to the club, founder Daniel Humphrey told The Spirits Business, who said the company “experienced a number of issues with delivery that made it unfair to take on new members from the EU.”
In addition, he said the experience became problematic for existing EU members of Summerton, and as such, the decision was made to halt deliveries to Europe “for all but the most supportive of our club”.
Humphrey noted that following Brexit, customs charges were variable and charged at random, even when paid in advance.
Furthermore, there was also a period where delivery time from the UK could be significant, with a number taking up to three months to arrive.
“But what hit us hardest,” he said, “was when countries such as France and Spain refused all alcohol from the UK, as well as the week where Irish customs returned all deliveries.
“Whilst we knew there would be changes as a result of Brexit, particularly customs charges, the messaging from the government was that they were representing business interests and ensuring barriers to trade would be minimised. It was expected to take months for the situation to normalise, but even now, years later, it is easier to trade with countries such as Canada or Australia than it is our closest neighbours.
“As a result of Brexit we lost 20% of our membership, and therefore revenue,” he said.
Additional costs
To rectify the losses, Humphrey confirmed Summerton has now set up an EU subsidiary, which has added additional costs to the business: “We have to duplicate all company charges, such as accountants, warehousing and lawyers.”
Summerton has now set up a warehouse in Austria, and with the support of the Austrian national and regional government business agencies will be sending out its first bottles to the EU this month (October).
“My aim is to return Summerton to being Europe’s best whisky club, as we were before. I’m really happy to be able to invite whisky fans across the continent back to the club. We have some amazing whiskies ahead of us to share with the club and I can’t wait to share them with everyone.”
Going forward, Summerton will aim to keep as many club bottle deliveries the same throughout the year, however Humphrey estimated that up to 25% of subscription deliveries will vary “due to us having two warehouses”.
In addition, delivery fees will differ, with Ireland in particular having much higher delivery fees than before.
Similar to the UK, Humphrey confirmed there are plans to set up an online shop in the EU next year and discussions are ongoing with venues to host an annual Summerton Whisky Festival in Austria, mirroring the ‘highly successful’ UK event held in St Albans.
“We have a really strong innovation plan ahead, bringing new products, ideas and experiences to members and whisky drinkers. It’s been an important first step to open our Austrian warehouse so that we can share what we are doing with whisky enthusiasts throughout the whole of Europe.”
Last year, Humphrey weighed in on the issues surrounding whisky cask investment.
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