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Simone Musgrave

Artisanal Brands

Simone Musgrave shares her recipe on how to master starting an artisanal liquor brand.

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Simone Musgrave is the founder of Musgrave Crafted Spirits, home to Musgrave craft gin. With experience in retail and the FMCG industry that spans two decades, she has a trained eye for spotting trends and has been in charge of innovation and strategy throughout her career, travelling the globe to scout ideas, analysing and applying trends, and predicting trends and product directions. After a number of years working for Woolworths and then FoodCorp, Simone set out to find opportunities in the spirits industry.


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10 Tasty Bites 

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About This Recipe


Creating a name for yourself in the liquor business is difficult at best. Doing so as a woman with a craft gin is even more so, but that didn't stop Simone Musgrave from trying. Armed with a great story, prior experience in fast-moving consumer goods and a taste and nose for quality liquor, Simone just knew that she needed to put her own stamp on the industry. In 10 informative bites, the founder of Musgrave Crafted Spirits shares how she built her artisanal alcohol brand.

What You'll Learn


The liquor business is a tough business to succeed in. Traditionally a boy's club with brands that have existed for decades, it's a difficult business to make your mark in - especially when you're a woman with no prior experience in liquor production and distribution. Add to that the fact that the local artisanal liquor market is highly competitive and you start to wonder why anyone would choose to start an artisanal liquor brand in South Africa.

In this recipe, Simone reveals how she built her artisanal alcohol brand.


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


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This entrepreneurial micro-course will take you only a few minutes per day (or you can binge if you want to). Feel free to skip around and please let us know what you think. 

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Deep Cuts 

Love this recipe? Here are some additional videos to delve even further into the topic.


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