A chemist and a marketer built a British rum distillery that measures everything from sugar cane to cocktails, and then removes what is left. Real sustainability, no greenwash.
In this on site episode, we meet Russ and Gemma in their working distillery in Exeter to explore how premium rum can be made from scratch in Britain without adding to the planet’s tab. They explain their full life cycle assessment, from sugar to shipping to the ice cube in your glass. They share the hard choices that follow, including ads they will not buy, and why they put credibility above hype. We also discuss climate storytelling: how to balance joy and data, why choosing one clear focus (their north star is carbon) keeps you honest, and how tours turn curious visitors into loyal customers. Gemma shares her vision for a destination distillery where sustainability is clear and fun, while Russ explains the business logic of an internal carbon price and durable removals.
If you are a founder, marketer or sustainability lead, this episode offers a clear blueprint: cut what you can, remove what you can’t, and make the tough choices visible.
Chapters
00:00 The smell of the stills
04:50 Why carbon negative from day one
08:30 LCA: sugar, shipping, and use phase
22:10 Saying no to high footprint ads
36:30 Storytelling that stands up
49:50 Magic wand: price carbon
#CarbonNegative #Rum #SustainableBusiness #LifecycleAssessment #DirectAirCapture