Angus Ferguson and Demijohn products
‘Liquid deli’ Demijohn understandably sees a surge in sales around the festive period. We catch up with founder Angus Ferguson to hear how the business copes with the extra demand.
What does your business do?
Demijohn is a liquid deli, which sources and sells the most delicious handmade, artisan spirits, liqueurs, whiskies, gins, rums, oils and fruit vinegars. All the products are stored in large glass demijohns, so the customer tastes, then chooses the product and the size and shape of bottle. It is a whole new concept of selling that makes it fun and tasty for the customer. Demijohn has shops on Victoria St, Edinburgh, Byres Rd, Glasgow, Museum St, York and Little Clarendon St, Oxford.
How does Christmas affect your business?
Christmas is our busiest time of year by far as we get literally thousands of people wanting to give Demijohn gifts to colleagues, friends and family. Our bottles have the added bonus of having a personalised message added for free.
How do you cope with the extra demand that Christmas brings?
We take on extra staff in all our shops to cope with the demand and in December we have longer opening hours.
How do you market/advertise your business over Christmas?
We mount a very active and busy PR campaign in the months running up to Christmas, as well as attend Christmas fairs and local fairs all round the country.
What has been the biggest achievement in your business so far?
Creating a new way of buying drinks, similar to the Italian cantinas, that has made customers aware of taste, provenance and what really good drinks taste like. We feel we have helped educate a whole new generation and made corporate giving so much more fun.
Where do you see your business in five years’ time?
We will have an increased number of outlets within England, a stronger online presence and a more developed trade with international customers.
What’s your favourite thing about the holiday season?
Our customers are generally more relaxed which makes for very happy customers after a visit to us at Demijohn!
How does your business celebrate Christmas?
Since pre-Christmas is so busy Demijohn celebrates at the end January with a huge Christmas party with of course cocktails made from Demijohn drinks, some good food and always some sort of staff entertainment.
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