Entrepreneur Steve Bazell is the driving force behind a mini gin revolution in Warwickshire.
It’s thanks to his desire to take drinkers on a journey of discovery – and never more so than now – with his new Cocktail Tours Bus just hitting the road.
It’s fair to say that Steve, who has 30 years of experience in hospitality, knows a thing or two about running a bar. But you’ll always find him in front of the house doing what he does best – making sure his customers receive a unique and personalised experience.
As a new business, That Gin & Cocktail Bar in Warwick had early challenges to overcome, not least the small matter of a national pandemic lockdown (who saw that coming?) – Despite a stuttered start, the bar soon became a popular haunt for local gin lovers. And it’s no wonder – Steve guarantees he can concoct a recipe from more than 100 flavour infusions – something he hopes is enticing us all to be more adventurous with our gin ‘journeys.’
It’s this unique pick ‘n’ mixology concept that has gone on to really stir things up in the local gin world and become the hallmark of his That Gin Company brand.
Fast emerging as a surprise ‘hot’ favourite among his customers is That Gin Company’s signature Jalapeño Gin, a chilli-infused gin with a spicy kick.
But if you’re looking to turn down the heat (it’s very much a love-it-or hate-it product, admits Steve) you’re free to choose from the more traditional juniper and floral gins through to fruity offerings such as Pineapple, Watermelon, Passion fruit and Sicilian Orange or sweeter Bakewell Tart, Sherbert Lemon and Pineapple Cube! Fun throwbacks for retro sweet lovers.
And when you’ve discovered your top tipple, Steve and his team will even bottle it for you to take home. The gift that keeps on giving – or just a great way to impress at dinner parties!
“What we uniquely offer is about taking you on a gin journey of discovery,” he explains. “We want to create gin that you cannot get anywhere else and believe that we have the largest made-to-order gin offering in the UK,” he says.
“The core concept is about buying through flavours, not through brands, and giving people a truly bespoke experience. We want to enable people to explore different flavour profiles by talking to us about what they enjoy so we serve the right drink for them from our extensive range. Our passion lies in finding ‘your’ perfect drink.
“I love personalising a service for the customers and always striving to go above and beyond the norm in order to deliver something truly excellent.”
Steering in a new direction
Now he hopes people will get on board with his latest ventures as he takes his concept onto river and road. That Gin Company’s Cocktail Cruises took their maiden voyage on Stratford’s River Avon this summer – while the brand new Cocktail Tours Bus also hits the road.
Geared up for all sorts of celebrations, the converted double-decker can host up to 50 guests, and features state-of-the-art LED lighting and a sound system. As well as the brand’s concept gins, the bar sells a wide range of drinks, including cocktails/mocktails, spirits, beers, wine and fizz.
He said: “The Cocktail Tours bus is available for almost any kind of occasion, whether it be event or private transfers; static hire; exclusive onboard Cocktail Masterclass, private party or corporate takeover. We can accommodate most needs – and one of the best things about it? It’s weather-proofed!”
Ambitious for growth
But what’s next for this ambitious entrepreneur with an insatiable thirst for success?
“I’d like to further the events side of the business and do more festivals, get involved in bigger projects. I love finding new innovative ways to effectively deliver different kinds of customer experiences. We believe customers like doing things a bit different nowadays.
“It’s about finding the right drink for each and every customer, be it a specific gin in a gin bar or a cocktail masterclass on a boat or a party experience on a bus, it’s all just geared towards making people have the best possible time.”
It’s this passion and meticulous attention to detail that he pours into every facet of the service – even down to the type of straws he uses.
“I discovered that metal loose leaf tea straws with filters in them lend themselves perfectly to cocktails, plus they’re reusable. They’re a real talking point in the bar.
“If you order a really nice drink, it’s all about how they balance those flavours. There’s no point me giving you an amazing drink with an amazing garnish and then serving it with a straw that either collapses or leaves an after taste. The straws filter will also cut out things like mint, juniper or orange peel and crushed ice from escaping up the straw or getting stuck which can affect the overall experience of enjoying the drink.”
When he’s not mixing it up in the gin world, 44-year-old Steve might be found on a nearby rugby field or tennis court enjoying his other passion of sport. But he’s careful not be left on the sidelines when it comes to his role as a doting dad to two children, aged 10 and eight.
He said: “I have organised my week in such a way that I can spend as much time with the children as possible Monday to Thursday, such as doing the school runs.
“This is incredibly important to me and longer term, I’m working towards getter a better work-life balance in place. Obviously weekends are full on in the hospitality trade.”
In the meantime Steve is in his happy place when he’s bossing it with botanicals. Now, with new bus driver’s licence in hand, he’s looking forward to seeing what the road ahead will bring.