An enterprising aristocratic couple\u2019s own love story is the inspiration behind their blossoming Warwickshire business, launched in lockdown but now set for expansion.<\/p>\n
Described as \u2018a little drop of England\u2019s heart,\u2019 St Maur Elderflower Liqueur has already earned its proud producers three prestigious industry awards. Those producers are William and Kelsey Seymour, Earl and Countess of Yarmouth, who count among their ancestors Henry VIII\u2019s wife, Jane Seymour.<\/p>\n
William, 28, is the eldest son of the Marquess of Hertford and grew up at Ragley Hall, his family\u2019s seat since the 18th century. But St Maur signals an exciting new direction for the Earl, who is driven by his vision to build not just a livelihood, but a \u2018new legacy\u2019 to be proud of for his two sons.<\/p>\n
Now, expansion plans and new premises at Alcester Park Farm mark the latest chapter for the couple, whose own personal journey and entrepreneurial ethos underpin their product.<\/p>\n
William said: \u201cSt Maur originates in a drink we produced for our guests on our wedding day three years ago, to celebrate with us with a glass of something uniquely special. We wanted a drink that would capture the spirit of that lovely day, something quintessentially English.<\/p>\n
\u201cThe brand is all about authenticity. It is an artisanal English product from the Heart of England. St Maur is delightful on its own, and it\u2019s also very versatile. Our aim has been to inspire accessible, easy-to-make drinks and sublime pre-dinner and brunch cocktails. This is where St Maur really excels.<\/p>\n
\u201cWe first brought St Maur to market in May last year, and we had intended it to be a wedding drink. But with the pandemic and couples no longer having weddings, we changed tack to start building our business position in central England through farm shops, delis, and independent merchants, which were thriving as our route to market.\u201d<\/p>\n
Kelsey, 36, added: \u201cWe decided a drink was the way forward because you can use it for celebrations like anniversaries and christenings, events that are all about sharing and enjoying with those you love to be with. The smell and taste of wild elderflower are also very evocative, so it takes us back to a time that is very special to us. The whole concept of St Maur is that it has a story to tell.<\/p>\n
\u201cAs a final flourish, we gave St Maur the Proven\u00e7al ros\u00e9 colour \u2013 the colour of love. There is, of course, more than one meaning of the word love, and the spirit of St Maur celebrates them all.\u201d<\/p>\n
From the recipe to the ideas on the label and the name itself, St Maur brings together 1,000 years of heritage and family.<\/p>\n
Indeed, provenance is core to the brand\u2019s success. The map co-ordinates on the logo lead to Ladies Wood and an elder grove in the ancient Ragley Woodlands, now cared for by Earl of Yarmouth Estates. Here and in the hedgerows at Alcester Park Farm, in early summer, you\u2019ll now find the elderflowers being feverishly harvested by friends and family members.<\/p>\n
There\u2019s also a red-legged partridge on the bottle, a bird successfully introduced to England in the 19th century by an ancestor, Francis Seymour, the 5th Marquess, and now the brand\u2019s mascot.<\/p>\n
Kelsey said: \u201cIt was very important that everything associated with the product had to be authentic. You have to do justice to this fabulous heritage.\u201d<\/p>\n
But William added: \u201cMy family has an interesting history, in years gone by and more recently, with characters some good and others less so. I want my sons, though, also to inherit a contemporary story that\u2019s not based on the mores of the past, but which is much more forward-looking. I want to pass on the values of tenacity, honesty, and hard work, and reinvigorate the spirit of our family motto \u2018by faith and love\u2019.\u201d<\/p>\n
St Maur already lays claim to a Great Taste Award 2 Star rating, International Spirits Challenge Silver Award, and Best English Floral in the World Liqueur Awards.<\/p>\n
William said: \u201cWe\u2019re very proud of these awards, especially as we spent the two years after our wedding refining and perfecting the drink.\u201d<\/p>\n
The business expansion comes at a time of increasing demand for the product, which can now be found in an ever-growing number of retail outlets across the Heart of England region, as well as restaurants and bars, including now in London.<\/p>\n
Kelsey added: \u201cMoving to the farm is hugely exciting and completely transformative for us as a family and business. We now have space to dedicate to drink production after previously taking over my parents\u2019 house!\u201d<\/p>\n
Continuing in the St Maur\u2019s spirit of love, the couple have also been working with local charities which are both close to their hearts and aligned to the company\u2019s \u2018can do\u2019 ethos, such as Warwickshire-based Riding for the Disabled.<\/p>\n
They\u2019re keen to give back to the environment too, including a commitment to pick no more than 30% of the wild elderflower blossom.<\/p>\n
William said: \u201cWe aim to run a responsible, sustainable business and to perform to the \u2018triple bottom line\u2019 of people, planet, profits, in that order. Our ethos is to make the most of what you have, when you have it, where you are. That must include the environment too.\u201d<\/p>\n
Another St Maur Director \u2013 and Kelsey\u2019s father \u2013 Andrew Wells said: \u201cThe pandemic slowed the business down at first, but there was some benefit in that we were able to take time to gain a better understanding of our consumers and our product\u2019s appeal.<\/p>\n
\u201cSo far, we have proof of concept that we have a cracking product, and now moving to the farm means the business has space to expand. It is hugely exciting because we\u2019re able to leave behind the limitations and uncertainty we had before and focus on growth whilst still maintaining the essential and authentic craft nature of St Maur.<\/p>\n
\u201cSt Maur offers a little drop of England\u2019s heart \u2013 but the world is our oyster.\u201d<\/p>\n
St Maur advocates responsible drinking and the choice of better quality. Discover St Maur<\/a> and try some cocktail recipes here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" An enterprising aristocratic couple\u2019s own love story is the inspiration behind their blossoming Warwickshire business, launched in lockdown but now set for expansion. Described as \u2018a little drop of England\u2019s heart,\u2019 St Maur Elderflower Liqueur has already earned its proud producers three prestigious industry awards. Those producers are William and Kelsey Seymour, Earl and Countess…<\/p>\n","protected":false},"author":0,"featured_media":91801,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16119],"class_list":["post-101976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-finance"],"acf":[],"yoast_head":"\n