With historic links to Norwich dating back almost 200 years – and a brand synonymous with the region – Bullards Spirits is celebrating a triumphant return to local business.
The renowned beer and spirits brand – whose history spans six generations in the area – remains fiercely proud of its roots and is once again laying firm foundations in its home city.
The resurrected brand already owns The Tipsy Anchor bar in the heart of Norwich and a unique tasting bar in Jarrolds department store… and the team is extremely keen to rebuild strong trade links with like-minded businesses in the region.
But the story could have been very different.
The firm, which started out as The Anchor Brewery in 1837, was a hugely popular brewery and wine and spirits distributor for many years.
However, trading wound down after a takeover by a rival firm in 1963 and the original brewery shut within three years. By 1982, the empty site had been demolished and turned into housing development Anchor Quay – where fragments of its historic past are still preserved.
Current owner Russell Evans first developed an affinity with the brand when working for Norwich Brewery 40 years ago. After retiring from a career in advertising, he acquired Bullards from Heineken in 2015.
The initial focus was on a new range of beers, but Russell swiftly realised the future lay in handcrafted, artisanal gin after coming across an original 1920’s Bullards Sportsman Gin.
This canny move paid off within two years when Bullards’ London Dry Gin won ‘Best London Dry Gin in the World’ at the World Drinks Awards. The company has also won Distillery of The Year and six Global Gin Guide Awards.
Today Russell and wife Clare run the business, specialising in luxury and sustainable gins, rum and liqueurs to the on-trade and off trade markets.
The spirits are produced by their distilling partner, which has premises in East Anglia, Cornwall and Barbados.
And they’re happy to say that the Bullard family are shareholders and continue to be among their biggest supporters.
But it hasn’t all been plain sailing; Covid was a huge blow, as Russell explains.
“It was absolutely devastating. Ninety per cent of our business was to pubs, bars and restaurants which literally disappeared overnight.
“We knew the only way at that time was to sell direct to consumers and by working with businesses like Jarrolds, we were able to maintain our position in the public eye and continue to grow the brand.”
But now, as consultant director Rob Breakwell, adds: “We’re keen to rebuild our trade business now with both retail and the on-trade and we want to work specifically with businesses across the region.”
Bullards have already struck an exclusive distribution deal with wholesaler D&F McCarthy Ltd, which has expanded into fine food and drink.
Managing director Sam McCarthy said: “Bullards and McCarthys are two family businesses entrenched in local history, so to be working together after six generations apiece is a remarkable story.
“Bullards’ brand is built on quality above all else, and that’s precisely the standard we aim for at McCarthys.”
Sustainability is also a huge benchmark for Bullards. Russell explains: “We pioneered the refillable eco pouch made from sugarcane, which means you can buy a refillable bottle for life and top up with eco-pouches which can be recycled with soft plastics at the supermarket.
“Being a small business really gave us the opportunity to explore the most sustainable way to do business and innovate in a way that larger companies find difficult.
“Glass bottles are much heavier than pouches and take much more energy to produce and distribute.
“Whilst glass is fully recyclable, only 50% of glass in the UK actually gets recycled. Our bottles are handcrafted, durable, and far too good-looking to be thrown in the recycling bin so our eco-pouches reduce waste,” he adds.
Bullard’s award-winning products have received a great reception so far, particularly their Coastal Gin and refill pouches, which now represents 50% of everything they make.
Russell adds: “This gin is inspired by the Norfolk coastline, with a delicate, salty influence complemented by bright citrus flavours.”
Business is brisk at Bullard’s tasting bar in Jarrold’s – where everyone is welcome to pop in for a chat and a tipple – and the Bedford Street bar.
But the team isn’t about to rest on their laurels. “We’d love to reach out to anyone that would like to collaborate with us,” Russell concludes.
“We are incredibly keen to help anyone – shops, pubs and bars – that want to be involved with the Bullards brand.”
