Norfolk


<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="1000" src="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology.jpg" alt="" class="wp-image-39663" srcset="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology.jpg 1000w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology-800x800.jpg 800w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology-400x400.jpg 400w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology-768x768.jpg 768w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology-525x525.jpg 525w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Danni-of-Mindful-Mixology-500x500.jpg 500w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure>



<p>Danni Wilson started her award-winning cocktail business, Mindful Mixology, just over two years ago after making changes to her diet to support her health. Her innovative low-sugar cocktails have won her famous fans and several Great Taste Awards. </p>



<p>She lives in the idyllic Norfolk village of Heydon and mixes up her stylishly bottled concoctions from a kitchen in nearby Salle. We’re loving the eye-catching labels inspired by music icons (hello Bowie!) almost as much as the luscious drinks. </p>



<p>Having just opened her first cocktail bar in London (with plans to open one locally too), she shares her tips on how to survive a small business startup and stay sane. Drinking the odd margarita along the way no doubt helps, especially minus the sugar hangover! </p>



<h2 class="wp-block-heading" id="h-what-inspired-you-to-start-mindful-mixology">What inspired you to start Mindful Mixology? </h2>



<p>I’ve been running Mindful Mixology since December 2020, after months of recipe and product development &#8211; but it was years in the making! I started when I became ill in a previous job and as a result I had to cut out dairy, gluten and sugar from my diet. Working in the drinks industry, I noticed that not only were cocktails full of sugar, but also brands would not disclose how the products were made or what was in them. It was impossible to find out what you were drinking. Did you know there is more sugar in the average Espresso Martini than a can of Coke? Also, any product over 1.2% ABV legally doesn’t have to disclose the ingredients on the label. Crazy!</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="800" src="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails2.jpg" alt="" class="wp-image-39670" srcset="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails2.jpg 1000w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails2-800x640.jpg 800w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails2-768x614.jpg 768w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails2-656x525.jpg 656w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure>



<h2 class="wp-block-heading">What&#8217;s your startup journey been like?</h2>



<p>It’s been eventful, fun and very hard work. From day one there were a few people and businesses who really helped me, and we’ve been close ever since. Now I’m in a position where I can help other startups which is great. That being said, we’re in our third year and I still have lots left to learn! This year we are ramping up production and focusing on getting into trade. </p>



<p>Running your own business has its ups and downs. I wouldn’t recommend it unless you<em> love</em> what you do and are prepared to put in the work. However, it’s so much more satisfying knowing you are doing the work for yourself.</p>



<h2 class="wp-block-heading">How do you keep on top of stress?</h2>



<p>It might sound odd to a lot of people, but I enjoy a certain amount of stress. It gives me a boost and gets my creative juices flowing. So I have to be really careful to strike a decent balance and not overwork myself. I’m one of these people who is always working. When I’m out and about, in a restaurant or on holiday, I’m always thinking about work. I love what I do! </p>



<p>So striking a balance for me is more about giving myself dedicated time to exercise or do yoga. This is why being in North Norfolk is so perfect. I love spending time in the garden, I find it quite meditative, and dog walks without my phone!</p>



<h2 class="wp-block-heading">Who helps you in the business?</h2>



<p>I’ve got a business partner Michelle who is more involved now, which is fab as it means we can bounce ideas of one another. Other than that it’s friends and family who jump in and help with shows or if I have big orders. We’re hoping this year we will hire our first staff member or two. &nbsp;</p>



<h2 class="wp-block-heading">What have been the highlights? </h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="1000" src="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology.jpg" alt="" class="wp-image-39667" srcset="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology.jpg 1000w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-800x800.jpg 800w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-400x400.jpg 400w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-768x768.jpg 768w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-525x525.jpg 525w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-500x500.jpg 500w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure>



<p>Ooh there’s been so many! Having Davina McCall and Olivia Coleman as fans has been pretty incredible. And winning the 3-star Great Taste Award for the Lychee Martini was phenomenal. Like many people I know, I suffer from imposter syndrome, so when I found out I’d won the top award I genuinely made them re-check as I thought they had got the wrong name! &nbsp;Only 1-2% of all International entrants are awarded with the 3-star award, which is just crazy, but it’s nice to know that the months of work and years of research into the product paid off &#8211; and that quality really does make a difference!</p>



<h2 class="wp-block-heading">And the bumps in the road?</h2>



<p>It’s so easy to forget the challenges, so I kept a little diary throughout. Looking back now, there were stretches of days when we had zero sales. Having that motivation day after day to keep going and keep pushing was tough, and I was only able to do it because of the faith I had in my products, and the feedback I had from people. In one of these times I had an email from a customer in the morning saying thanks and how much she loved the cocktails. That simple email was the boost I needed.</p>



<p>I also hate cold calling, and found it really tough approaching businesses to stock the cocktails. It’s something I’m still working on, but as soon as I get talking about them I can’t stop! &nbsp;</p>



<h2 class="wp-block-heading">What values are important to you in business? </h2>



<p>Being transparent and not using ‘empty’ terms. I’ve been honest about my journey on social and I think people appreciate that. I’ve got really loyal customers who are with me through all the new flavours, trials and packaging changes, which is lovely.</p>



<p>And being mindful. That’s why we are called Mindful Mixology. I’m not against sugar. I’m just against companies filling products with sugary syrups and cheap juices and calling them premium. Every cocktail we sell has been made mindfully; reducing (or taking out) the sugar, using smaller brands, going local, using organic ingredients.</p>



<p>Before being in the drinks industry I worked in conservation for years, so naturally being sustainable is very important to me. From using biodegradable labels to buying ingredients in bulk. We’ve got loads of plans on the horizon too!</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="800" src="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails1.jpg" alt="" class="wp-image-39669" srcset="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails1.jpg 1000w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails1-800x640.jpg 800w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails1-768x614.jpg 768w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Cocktails1-656x525.jpg 656w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure>



<h2 class="wp-block-heading">The theme of International Women’s Day is #EmbraceEquity. What does gender equity mean to you in your business?</h2>



<p>It’s so important to me, from experiencing first-hand inequalities in the workplace to having friends and relatives going through the same things. I think a good starting point for anyone in a senior position in a workplace is to be respectful and supportive, irrelevant of gender or for those who don’t identify. We donate to the <a href="https://youngwomencount.org" target="_blank" rel="noreferrer noopener">Young Women’s Trust</a> who I’ve worked with in the past, and they do a lot of campaigning to build equality in the workplace. If anyone thinks their work could do more or they need support, I’d recommend heading to their website and getting in touch.&nbsp;</p>



<h2 class="wp-block-heading">What are your future plans?</h2>



<p>We’ve actually just opened a bar in London! <a href="https://www.instagram.com/backtomine_ldn/" target="_blank" rel="noreferrer noopener">Back To Mine</a> in Exchange Square. It was the plan before Mindful Mixology was born; to have a place where you can enjoy cocktails made more mindfully, natural wines, and delicious food all simply prepared in a relaxed and fun environment. Then Covid struck. </p>



<p>I’ve been keeping an eye out for bars in London and Norwich over the past two years (one in Norwich fell through at a late stage) and then we managed to get a perfect venue in Exchange Square behind Liverpool Street. It’s super exciting! Naturally, we have a few of the Mindful Mixology cocktails on the menu, along with other freshly prepared ones, and we are going to offer masterclasses and Mindful tastings. It will be a great base to push Mindful Mixology cocktails from too.</p>



<p>I’m splitting my time between Norfolk and London at the moment, spending one or two nights a week max at my sister&#8217;s! It’s so lovely to leave the bar, jump on the train and be back home in a couple of hours. We’re still looking for venues in Norwich, so watch this space!</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="800" src="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-1.jpg" alt="" class="wp-image-39668" srcset="https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-1.jpg 1000w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-1-800x640.jpg 800w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-1-768x614.jpg 768w, https://dev.muddystilettos.co.uk/norfolk/wp-content/uploads/sites/12/2023/03/Mindful-Mixology-1-656x525.jpg 656w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure>



<h2 class="wp-block-heading">What would be your top tip to anyone wanting to start up a business?</h2>



<p>Don’t expect to make money or pay yourself for a long time! We started Mindful Mixology on a very small budget and as we grew, any profits were put back into the business, so you need to make sure you’ve budgeted for this, or have other work/income coming in whilst you grow.</p>



<p>Be prepared for hard work and keep going! I always think about it logically. The more you push the higher the chance something will pay off!</p>



<p><em>You can order the ready to pour cocktails online or join the monthly subscription plan at </em><a href="https://www.mindfulmixology.co.uk" target="_blank" rel="noreferrer noopener"><em>Mindful Mixology</em></a></p>


Muddy meets: The cocktail entrepreneur

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