113 | Scaling Ultra-Premium Gin: Alex Watson on Growing Renais from London's Cocktail Bars to National Retail & International Distribution

Merry Christmas & Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. 

The family had been making wine in the Chablis region for 35 years. Looking at that grape pomace every harvest, Alex Watson saw what everyone else missed: repurposing it making Gin.

In this conversation, Alex (who co-founded Renais with his sister Emma Watson) reveals the counterintuitive path from London's most exclusive cocktail bars to Waitrose shelves and why both require completely different strategies for the same gin.

We dig into:

• Why prestigious bars that love you most often move the least volume

• The unexpected channel that actually builds premium brands

• How wine sommeliers became his secret weapon in Michelin restaurants

• The Instagram strategy that works when you're "naturally private"

• Why he leads with flavor, never sustainability (even though the sustainability story is incredible)

• The specific moment he knew the traditional gin playbook was broken

This isn't about choosing between credibility and volume. It's about something more interesting.

Listen to find out what.

Timestamps:

• 00:00 Introduction: The grape distillation opportunity
• 02:30 Renais origin story: From Chablis winemaking to spirits
• 05:45 Leading with flavor over sustainability in brand messaging
• 08:15 Provenance, terroir, and wine culture in spirits storytelling
• 12:20 B Corp certification and circular economy positioning
• 15:45 Building early credibility account by account in London
• 19:30 The role of bartender advocacy in brand building
• 26:15 Social media approach for naturally private founders
• 28:40 Scaling from independent bars to national restaurant chains
• 32:10 Drink strategy differences: Martinis vs spritzes by venue type
• 35:20 Navigating serve complexity across different bartender skill levels
• 38:25 Hybridization of hospitality venues and menu evolution
• 40:15 Premium positioning strategy: Ultra-premium gin challenges
• 42:50 Market agility and testing new initiatives at consumer events

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com

A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com