Talula started her drinks journey in her kitchen on Sekforde Street in Farringdon. It involved lots of experimentation, innovation and being open to feedback. She understands first-hand the power of community and gives some sage advice...
How did you come up with the idea of Sekforde Mixers?
Sekforde was born out of frustration. I grew up drinking whisky, and I love it neat, but that isn't right for every occasion. When I was at university I was drinking whisky and coke, but as I got older my friends were having ever nicer G&Ts. I wanted a way to drink whisky where I could appreciate the flavour through the mixer.
When I looked around it struck me none of the mixing options had been created for mixing. I wasn't really sure what I was drinking. Given the skill, time and passion that goes into creating spirits I wanted a mixing option that was tailored around them in every aspect, flavour, strength of flavour and sugar level.
How did you start out?
It started in my kitchen on Sekforde Street in Farringdon, north London (hence the name) with lots of experimentation with the trusty Soda Stream, food grade aromatherapy oils and homemade extracts. For the whisky mixer I created 43 prototypes. The final result was what we have today, Sicilian orange, rosemary and gentian.
Then came the rum mixer with zesty lime, mint and Ecuadorian cacao, our alternative to tonic - a a mixer with soft sweetness from rose and raspberry extracts with a silvery hint of sage, and a mixer to go with tequila and mezcal, based on a blend of prickly pear and fig. The mixers have now won awards and are used in leading bars around London.
What have been the key reasons for your success?
I owe everything to community. I didn’t realise what it would take to launch such a unique product from scratch. It was a steep learning curve.
I have been lucky to find support at every level and I'll never forget that. Bartenders who took the time to listen and support us from the ground up; wholesalers who took us on when we didn’t have client lists or budgets to justify it; retailers who saw we were onto something big, something that could unlock new audiences for spirits; down to the drinkers who were looking for something different and decided to give Sekforde a chance.
What do you like about working in the drinks industry?
It’s full of mavericks and people who search out the new and creative. It’s full of people who’ve built their way up through hard work and have empowered smaller brands to do the same.
When I had an accident in 2018 and couldn’t leave my hospital bed, the community helped keep Sekforde going. The wonderful team at Gerry's even made me a get-well video. Without that kindness, I am not sure where we would have ended up. I will never forget it.
It’s inspiring. If anyone wants any advice on soft drinks or starting up a business please send them my way. I want to be able to help people the way people helped me.
Knowing what you know now, what would you tell yourself just starting out?
I'd say three things:
Stick to your guns even if everyone is telling you to do something else.
Ask for help. It can feel like a weakness to admit you need support and advice, but if you don’t you are holding yourself and your business back.
Rejection isn't the end of the world. It’s not personal, it’s often because the time isn't right. Keep trying, talking, understand why and believe you’ll work together at another time.