Meet Xavier Baker co-founder of Mermaid Gin
An experienced brewer by trade and previous Managing Director of Goddards Brewery, Xavier co-founded the Isle of Wight Distillery in 2014. The man behind the recipe for the signature spirit Mermaid Gin, Xavier heads up the marketing team with his in-depth knowledge, passion for distilling and positive outlook. Living life one adventure at a time, Xavier is due to row the Atlantic in December 2023 with two friends.
Well versed in water sports, particularly surfing when finding downtime, rowing presents a new challenge in itself. A passion for life, the row will mean completing another personal mission and a tick off his ever growing bucket list.
There!s always a lightbulb moment before the beginning of a new venture. What was that moment for you?
Our passion and interest for drinks led us naturally into distilling. We were the first to take the leap into gaining the necessary documents, policies and permissions together to begin the first distillery on the Isle of Wight.
What’s the biggest lesson you!ve learnt so far as an entrepreneur?
When a situation arises, don’t make a knee jerk reaction, to stand back and give it time before making a decision, often things sort themselves out.
Any moments where you thought you've bitten off more than you can chew?
All the time! Neither of us have run a business this size with this growth rate. Sometimes you have moments of doubt, but that is also something to thrive on and keeps me going.
Working with a co-founder can be tricky, so understanding and compromise is important. How have you both found the process of building a business together? What makes it work?
Having been great friends before starting out, we have different skills that complement the business. I have a background in brewing and my co-founder Conrad in viticulture. We both think differently which has worked well. We’ve learnt a lot about each other and business along the way too. Not everything can be taught! We’ve learnt and supported each other through the mishaps.
What does your business offer its target audience?
We distil spirits shaped by our stunning surroundings and the unique character of the Isle of Wight. Our signature spirit range, Mermaid, offers smooth yet complex serves with a hint of sea air from wild-foraged, coastal botanicals. When buying a bottle of Mermaid Gin you are contributing positively to people and the planet.
How important is company culture and what is your top tip to get it right?
Company culture is hugely important to us. It takes work and input from the whole business to steer it in the right direction, being mindful of every person’s wellbeing. We employ those who have the same outlook on life and work ethic, as well as giving our team the space to learn and grow in their own career.
Does your company help the community that you!re located in?
We have a huge support network amongst the local businesses and community around our island home, as well as being partnered with the Hampshire & Isle of Wight Wildlife Trust to monitor and support seagrass meadows along our shores and in The Solent. We have a strong relationship with the bars, restaurants and pubs here and are always keen to support local initiatives. Never forget your roots. Having branched out globally into new markets, ultimately, the local community helped us get to where we are today and we are forever thankful for their ongoing support.
Why do you think your business has had such a positive impact across your industry?
We believe in care for the planet and the people, Isle of Wight Distillery exists to produce premium spirits in a sustainable, community minded way. We have paved the way in producing a plastic-free, fully recyclable bottle without compromising on beauty and were the first to use non-plastic seal around our corks – instead crafted from corn and potato starch.
What are your top tips for entrepreneurs wanting to get their business out there?
Don’t be afraid to ask for help and advice from others in the industry and have a great team around you.
What would be your top three tips to fellow entrepreneurs to look after their mental health?
Get outside and near water and be inspired by nature – it’s our biggest inspiration and helps significantly when you’re feeling uninspired.
Take time to do things you are passionate about, ensure you have hobbies outside of your business – try surfing!
Cold showers and deep breathing. You start the day feeling as though you’ve achieved something already.
Why do you think now is the right time for the world to begin exploring and adopting technology that aids sustainability?
Time is critical. Using technology to monitor, support and manage the business’ impact on the environment and feed us the data so we can improve our efficiencies across the board.
