SB Podcast: Olivier Ward on what the UK Distilling Census reveals
For the last release of The Spirits Business Podcast in 2025 we’re bringing you a bumper episode exploring craft distilling in the UK in detail with Everglow Spirits founder Olivier Ward.
Ward launched the ‘Spirit of the Nation: UK Distilling Census’ in the summer this year. It was an idea he had pondered for years, and finally took the plunge to curate having seen how the distilling industry in the UK had expanded in recent years.
The aim was to remove some of the assumptions around the industry and provide producers with more concrete data, on everything from supply chains to exports and tourism.
“It became a really sharp focus for me over the past 18 months,” he explains on The Spirits Business Podcast. “Decisions follow data; without data, it’s just an opinion. I’ve seen that in other countries. And as a journalist, I could see the need for it desperately.
“It is lunacy that we do not know how many distillers there are in the UK. It is crazy that I’m sitting here and telling you I’ve got a deep dive like this, and the first three months I could still not tell you how many distillers there are in the UK. Well, you know, surely it’s possible?
“No. HMRC says there is about 800, the WSTA [Wine and Spirit Trade Association] says it’s about 450. I’ve contacted about 560 for my thing, and then a recent APPG [All-Party Parliamentary Group for UK Spirits] said there’s 1,050. So, there’s 550 between us. And that’s nuts.”
He looks to the US for the importance of having concrete data at hand, noting how the Distilled Spirits Council of the US (Discus) and the American Craft Spirits Association (ACSA) have been tracking the data for years.
Ward has also recently worked closely with distillers in Australia, and notes how having data such as this has bolstered producers’ abilities to secure funding for growth.
“Working with the Australians, I saw the benefit of actually implementing [the data],” Ward adds. “Them getting money from local, state government, and actually spending to help distillers – data unlocked that, in terms of they were able to present the facts that this is happening, for a fact this is the number, for a fact this is the ROI that we’re chasing. So, you know, we’re not just dreaming here. This is quite calculated.”
Free data for the industry
Ward has made the findings of the first census available for free via Everglow Spirits. The information is available in its raw format, alongside amalgamation and analysis from Ward.
He is keen for distillers, educators and campaigners to utilise the data, whether to inform their views on certain aspects of the industry or to support efforts to secure funding at any level.
Furthermore, Ward intends to use the data himself to improve additional services provided by Everglow Spirits, such as the distillery operations courses.
“Now that I understand more, and more of the challenges, the hurdles, the opportunities, I can help you get there,” he notes. “So, whether that takes the forms of articles, insights or downloads, there’s going to be a raft of it coming in Q1 next year.
“For me, the next step is to go and ask the question that I think a lot of people fail to ask about their own project: was this useful? Did you actually use it, is it worth us running this again? And if so, would you like to be a part of it? And if so, what’s the feedback to change it an make it better, how would this be improved? It’s a journey.”
Ward delves deeper into key findings from the census on the podcast episode, including traditional versus more modern ways of securing distribution, how to navigate cost pressures, and how variety is fuelling creativity but also increasing operating procedures, training and other aspects of the business. We also discuss the gin category in detail, and Ward’s broader perception of the spirits industry, given his international experience.
The Spirits Business Podcast is available on all major streaming platforms including Apple Podcasts, Spotify and Amazon Music. Alternatively, listen via the Acast link below for free.
Our most recent guests have included Pedro Mendonça, global senior vice-president of Bacardí and rums, the forager of Ireland’s Glendalough Distillery, Geraldine Kavanagh, and Zachary Poelma, senior vice-president of commercial intelligence at distribution company Southern Glazer’s Wine & Spirits.
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