FEATURE
WORDS : JULIE BURNISTON PICTURE : TOM BANKS
Get your orders ( g ) in !
A Prohibition-style Jay Byers at the wonderful Steel River Speakeasy Bar
Exciting times ahead for Teesside ’ s Steel River Drinks …
Things are really hotting up for the region ’ s best known artisan beverage brand . In an exciting development , Steel River Drinks ’ deliciously flavoured gins , with their familiar Transporter Bridge label , up light and ginflask , could soon be gracing the shelves of a major supermarket , while a national drinks distributor is poised to raise the profile of the iconic Teesside brand further .
“ We ’ re close to a deal with a supermarket chain – in fact we ’ re talking to two ,” smiles founder Jay Byers , “ and we ’ re thrilled that LWC – a national drinks distributor who only deal with established , strong , well-managed brands - have taken us on and will be introducing Steel River drinks to Tyne and Wear , County Durham and Yorkshire .”
Despite these latest developments , and the fact that Steel River Drinks is on track to achieve its first million-pound turnover , Jay isn ’ t resting on his laurels .
Last year the company moved into a 4,000-sq HQ on Portrack Lane , Stockton . Here , the public can visit a state-of-theart store and purchase from the Steel River Drinks bottle , pouches , cans and merchandise range .
They can also enjoy a tipple in the adjacent Speakeasy bar , see the gin making process for themselves or get hands-on at a gin school .
“ Our first three gin school nights sold out quickly ,” said Jay .
“ It ’ s fun listening to a gin producer telling the history of gin , showing folks how they do it and letting them loose on their own creation .
“ It ’ s a great atmosphere and the nights have gone down a storm . So much so that we now have several Teesside firms booking up the whole 20 places for their staff to treat them and for team building .”
The Speakeasy Bar has been an equal success with customers .
“ I always wanted a Prohibition-like bar ,” said Jay , “ and being in a secret part of the distillery , tucked away in an industrial unit , it just seemed to fit . I love the gasp people let out and the smile on their faces when they walk in . They know they are in a really authentic , secret drinking den .”
As if that wasn ’ t enough , plans are already underway for Jay ’ s next exciting venture - the Steel River Brewhouse .
Housed in the tap room , it ’ s a space for people to try Steel River beer – quite a departure for this gin connoisseur ! “ Not really ,” Jay laughs . “ A few years ago I did a limited run of
Big Balls beer with Jeff Stelling ( Hartlepool born , former Countdown and Sky Sports presenter ) as ambassador .
“ We sold 50 kegs into local bars with all the profits going to mental health charities .
“ Suicide , especially in men , is a real problem on Teesside , and I wanted to encourage people to strike up a conversation – if that saved just one life , it was worth it .”
Conscious of giving back to the region – money from every Steel River gin bottle and refill pouch goes to local good causes - Big Balls will be relaunched alongside a selection of new beers and £ 10 from every keg will go to mental health charities .
Jay foresees 2022 as the year he really makes his mark – as a businessman and as a philanthropist – but he also wants to have fun along the way .
“ Now Covid is hopefully under control , people want to party ,” he says .
“ We have a full calendar of events at the Steel River HQ over the next few months , with live music , live gin making and brewery and distillery tours .
“ By May 29 , we will have the grand opening of the Steel River Brewhouse , with all our new beers and live bands on all day . It just happens to be my birthday too - so expect that to be one hell of a bash !”
TO BOOK LIVE EVENTS - steelriverdrinks . com / liveevents Facebook : @ steelriverdrinks Instagram : @ steelriver _ jay Twitter : @ jay _ steelriver LinkedIn :@ JayByers
The voice of business in the Tees region | 111