The Still Life Stories spent a week with Ian at Tin Shed a few months ago and got to know the operation well. They’ve got a rocking distillery that’s a real destination for folks in the Adelaide Hills. I felt right at home because they serve some great Texas-style BBQ along with great whisky and gins. If you’re ever in the Adelaide Hills, stop in at Ten Shed and pour a glass or two and order up some ribs.
1. What did I imagine owning a distillery would look like before I did, and how wrong was I?
- Well, I didn’t really imagine anything before I started. We just wanted to build a still and make some whisky. Even selling it was outside our scope. We just saw a set of physical problems to solve and overcome before we could make some whisky. Then, of course, a whole new set of problems and issues arose that we had to find solutions for, such as websites and licensing, promotion, and sales. That brought new problems and issues and of course the goalposts kept moving around, so we just kept evolving as a distillery. We never anticipated having a cellar door with a restaurant, staff, music, and huge overheads. All of that just evolved as a solution to the problems we created for ourselves, such as getting bums on seats drinking whisky.
2. Was there a moment when I realized “Holy Shit – I own a distillery!?”
That hasn’t really happened yet. Plenty of moments when I say “Holy Shit – I own a lot of debt!” That moment may come when we sell the place, or maybe if we win a gong for World’s Best Whisky.
3. Hardest part without warning?
Managing business partners, cash flow, expectations, and second-guessing the market with sufficient lead time to navigate obstacles such as whisky supply and demand, product fashions, etc.
4. Was there ever a day when I thought about walking away, and what stopped me?
A better question might be was there ever a day you didn’t think about walking away. Almost every day is the answer and what stops me is that I love what I do and I can’t afford to walk away. If I walked away, I would also be walking away from a ready supply of the world’s best whisky that I can’t afford to buy. Owning a distillery is the recipe for perpetual poverty!
5. The best decision I would repeat?
Probably two of them. The first was to make rum. I wish we had made more. The second was to make a blended whisky when we did. Having a whisky with a lower cost structure and price point has been a good decision.
6. Who deserves more credit for what they do?
Nobody gets much credit, so on that basis probably everyone deserves more credit.
7. What aspect of the place am I most protective of that I would never change just to sell more bottles?
Selling bottles isn’t really what motivates me, except of course we need to pay the bills. I could argue the Brand is the answer, because Brand = Reputation and we have a reputation for good quality whisky that never disappoints. That’s important to me.
8. What would my employees say behind my back?
I have no idea and I won’t ask them. Hopefully they would say nice bloke, honest and hardworking.
9. What would I hope a new owner wouldn’t change?
That isn’t going to be my business or my problem, but I would hope the quality of the whisky would always be maintained.
10. What will I drink when I no longer own a distillery?
That depends on who is buying! Ideally, old releases of Iniquity because it is a bloody good drop.
If you want to see what’s on the menu at Tin Shed, get up into the Adelaide Hills or go to https://tinsheddistillingco.com.au/
