A natural upcycler who turned his engineering skills to crafting award-winning spirits, the man behind Gloucestershire firm The Boutique Distillery, Jon Harper, made sustainability a cornerstone of his business.
Already brimming with know-how and passion for distilling, it wasn't until Jon sought the help of The Growth Hub Gloucestershire in 2020 that the potential of his innovative gin and rum recipes could be taken up a level. And having recently caught the eye of the likes of Gordon Ramsay and Dragon's Den, Jon is thinking big in 2025.
Jon, tell us a bit about The Boutique Distillery.
At The Boutique Distillery, we’re all about crafting top-notch, small-batch gins and rums. We’ve won multiple awards, but what really drives us is innovation, sustainability and minimising our environmental footprint.
I personally design and build our copper stills on-site using upcycled materials; and everything runs on solar power from the panels on our roof. By repurposing or upcycling an object we can reduce our carbon footprints by a huge amount!
We’re based in a cosy 550-sq ft industrial unit in Quedgeley, which gives us easy access to the M5 for distribution. It’s the perfect spot since we handle our own deliveries to local businesses across Gloucestershire, Cheltenham and the Cotswolds.
How did you come to start the business?
Growing up in New Zealand, I was always dangerously curious — so a career in engineering, specifically aerospace, felt like a natural fit.
As an 18- or 19-year-old apprentice, a guy in our village approached me with some drawings and asked if I could build him a 'moonshine still'. My boss gave me the green light to work on it in my spare time and since apprentice wages weren’t exactly great, I jumped at the opportunity to make a little beer money on the side.
At that point, I’d never even heard of moonshine, but I was promised a 'demo' once the still was up and running. One Sunday, I watched as this old-school moonshiner loaded it up with fermented corn mash to make whiskey. Seeing that murky, smelly liquid transform into something drinkable blew my mind! That moment sparked a passion; and from then on, I dabbled in brewing and moonshining and in particular rum for the next 30 years!
After moving to the UK in 2000, I stuck with engineering for a while, but by 2018, I was itching to get back into distilling; however this time, I wanted it to be full time.
Making things official was a long process with so much paperwork and legal hoops to jump through! But once everything was in place, I converted our garage, built a still out of an old beer keg and started perfecting my gin recipes.
Turns out, they were pretty good! I won stars in the prestigious Guild of Fine Food — Great Taste Awards; and that caught the attention of Gordon Ramsay and Dragons’ Den. They invited me onto their TV shows but at the time, I was still a fledgling business and felt it wasn’t the right moment — so I politely declined, but the doors were left open!
How did sustainability become a key focus for the business?
Growing up with limited resources meant I naturally developed a habit of making things out of whatever I had on hand. It was second nature to me so I never really thought about it — until someone pointed out that I had been an 'upcycler' since the age of seven! This realisation came when the Guild of Fine Food reached out for an interview. When they asked about the equipment I used to produce my spirits — I hesitated.
Most distilleries invest in high-end, brand-new stills worth anywhere from £30,000 to more than £120,000. Meanwhile, I had built mine using a 50-litre beer keg and some old copper piping, the same way I’d been making moonshine stills since 1989.
Eventually, I admitted that I constructed everything myself using salvaged materials, all powered by solar panels on the roof. The interviewer was stunned, calling it incredible and insisting that I needed to share my story. She pointed out that I was an upcycler at heart — even if I hadn’t realised it — and encouraged me to spread the word! So thanks to her, I embraced it and it became part of our brand.
Why did you decide to make contact with The Growth Hub
in the first instance?
One day, while chatting with my wife in a cafe about the distillery’s potential, a woman overheard us and said: 'You have to get in touch with The Growth Hub!'
That led me to a meeting with The Growth Hub and the incredible mentors they have.
How did The Growth Hub team help you to achieve your
goals?
They offered valuable guidance that gave me a solid foundation to grow the business. I knew how to make great spirits, but running a business? That was a whole different ball game. The Growth Hub and its resources were total game-changers.
Most of the advice I received was surprisingly simple but invaluable — things like pricing strategies for on-trade and off-trade; approaching buyers; and understanding B2B and B2C marketing. I also received guidance on improving my website and had the chance to attend sessions where business leaders shared insights on various aspects of entrepreneurship. Its networking events were also a great opportunity to connect with others in the industry.
One of the most impactful introductions was with the Net Zero team. As an eco-distillery, we are committed to reaching net zero in an organic and sustainable way as we grow — their expertise has been invaluable in that journey.
They also introduced me to Innovate UK — where their term for me was a 'radical innovator' — which helped push things even further. Thanks to all this support, I was invited to speak at the The Growth Hub Stroud about sustainability in brewing and distilling.
That event led to an unexpected but incredible opportunity — a buyer in the audience invited us to supply our award-winning HAKA Premium Rum at the British Grand Prix at Silverstone in 2024!
What's next for the business in 2025?
As of January 2025, we’re welcoming a new partner and investor on board — and planning a big move!
Our new distillery in the Cotswolds will feature a 6,000 sq ft brewhouse; a 5,000 sq ft barrel house; and a world-class bar with top-tier mixologists and incredible food. We’ll also have conference facilities and relaxing spaces where people can unwind in the heart of the Cotswold countryside.
Our vision is to create a true destination for those who appreciate great spirits and unforgettable experiences. This project will showcase many of the lessons I’ve learned from The Growth Hub over the years, serving as a model of how small businesses can scale into major brands.
We also have plans to fill every bar in the UK with our lovely HAKA rums; and we have an incredible opportunity with our new partner to export into Europe, USA, Japan and beyond.
I owe a great deal to The Growth Hub and moving forward, I’ll absolutely stay connected. If there’s ever an opportunity for me to share my experience whether through talks, presentations, or simply telling my story to inspire others, I’ll be there!
What would you say to other businesses in the county seeking support?
If you’re sitting on the next big idea but feel unsure, overwhelmed, or just have a headful of squirrels running in every direction — I get it! My advice? Start with The Growth Hub. They’ll connect you with the right mentors and get the ball rolling.
Trust me, if I can carve my own path in this busy industry, so can you!
