Trio - the new canned range from Steel River Gin .
NEWS
IT ’ S IN THE CAN
Steel River Drinks in full flow
Raise your glasses – or maybe your cans – for the latest innovative product launches from leading Teesside artisan drinks brand Steel River .
It ’ s already made a big impact in its distinctive bottles but , from April , Steel River Gin will be available in cans .
“ The launch of Steel River Gin in cans is timely considering that most people are looking forward to planning a staycation , a day at the races , picnics or just garden parties this summer ,” says Middlesbroughborn founder Jay Byers .
“ Steel River Gin has been there for our customers throughout lockdown , so it feels right that we are there for them too , in can form , when we get out and about after lockdown .”
A new £ 70,000 canning operation will be in full flow , with three of Steel River ’ s top-selling flavours making the canning cut first .
Stainsby Girl is a blue gin infused with exotic prickly pear cactus fruit . El Clasico is a vibrant red pomegranate and pistachio blend , while Jay says Club Tropicana is “ the summer yellow gin ”, made with pineapple and passionfruit . Further gins from the Steel River range will follow in canned form .
Jay explains : “ We ’ ve been incredibly lucky to almost triple our turnover this last financial year . A lot of that is due to us starting up our very own gin club , the Steel River 265 Club , where our customers get exclusive gins made by me , just for them .
“ The Covid crisis gave Steel River Drinks a captive audience , with people having a tipple at home and ordering online , so we have really done well . We ’ ve just ploughed
everything back into the business , bought machinery , stepped up our design game and we ’ re now ready to launch many new products .”
Steel River ’ s good fortune has also meant the creation of more jobs for local people , increasing the team to 10 .
Jay is also proud of the company ’ s philanthropic ethos . “ It ’ s a great feeling to be able to give back to our community ,” he says . “ We give regularly to Teesside foodbanks , gift gins to hospitals and care home staff and recently we donated 20 laptops to a school in Thornaby . And every week we donate a bottle to a local hero through our Steel River Community Spirit Award .
“ From my point of view , it ’ s the business community ’ s responsibility to help those less fortunate . You are not a good company unless you do good things . I think a lot of businesses could do more . It ’ s such a warm feeling to think you ’ ve helped make someone ’ s life a little easier , especially in these troubled times .”
Ever the down-to-earth Boro lad , Jay can still be found delivering Steel River Gin in his little car , chatting to customers on social media and writing personalised “ Thank you ” letters that go out with every bottle of gin .
“ I ’ m very hands on ,” he reflects . “ I never want to let Steel River become just another faceless commodity .”
So what next for Jay and Steel River Drinks ?
He reveals they have more gins to launch in the forthcoming months .
Plans - Steel River Gin ’ s Jay Byers .
The LemonRock Edition is a zesty gin which infuses lemons from Jay ’ s home from home , Granada in Spain , and fresh Italian basil . “ A really strong Mediterraneaninspired gin ,” he says .
And there will also be a “ long-awaited ” clear Teesside Dry Gin coming this summer too . “ A gin for the gin purists ,” smiles Jay , “ which will be made in our new £ 30,000 electric 500l column still .
“ We are also expanding our production with a new unit on Teesside where we can start our gin tastings , gin making days and sell all our products from there too . Given it will be around 4,000 sq ft of space , it will also give us a lot of room to make other drinks .
“ So expect more mixers , rums , a new standalone gin brand , a range of wines and something big that I can ’ t even go into yet .”
We ’ ll raise a glass – or even a can – to that !
Steelriverdrinks . com Facebook : @ steelriverdrinks Instagram : @ steelriver _ jay Twitter : @ jay _ steelriver LinkedIn : @ JayByers The voice of business in the Tees region | 113