Melbourne woman Ellen Weigall was tired of having to sacrifice femininity for quality when it came to having a drink
A 26-year-old publicist has revealed how she turned her love of gin and the color rose into a $20,000-a-month hustler in just two years.
Melbourne woman Ellen Weigall was tired of having to sacrifice femininity for quality when it came to having a drink – so in 2019 she created Baby Gin, which encompasses both.
“Our favorite drink says a lot about who we are, but alcohol marketed to women is often low quality or very sweet,” she told FEMAIL.
“Women also love their spirit and don’t want to sacrifice quality. But they still want to drink something that looks like them.
She wanted to create something beautiful without being loaded with sugar – and used her publicity skills to sell it.
“I love seeing people’s expressions change when they take a sip and finding a good quality spirit with a high juniper content,” she said.
While researching the process of making gin, Ellen realized that most executives in the liquor industry were men.
The young woman – who started the brand as a side project – now sells $20,000 worth of pink spirit a month
She used to bottle everything by hand – but can now afford to do it for herself
“I love spirits but haven’t felt drawn to any, and the reason has become clear, they’re all male – not female.”
And it seems Ellen wasn’t the only woman clamoring for something better.
“Why do I have to buy something cheap and sweet – or a rose, when I buy with my eyes,” she asked.
When she launched Babya pink gin distilled in small batches, she was inundated with orders.
“I didn’t even know how to wrap an order, but I was getting about one a minute,” she laughed.
“It forced me to understand very quickly.”
The learning curve was steep, but Ellen was dedicated to making it work – spending every minute of her full-time job on the project.
“I’m bad at delegating, but after hand labeling a batch of bottles, I asked everyone to help me, my grandfather even spent a day labeling,” she said. declared.
She also used to label everything by hand – and quickly found the job suitable for friends and family.
Ellen believed that women want good quality spirit – but also need something they can relate to – which is why she created Baby
“My hands were so sore that I had no choice but to delegate,” she said.
She donates all profits back into the business – and now the bottles are labeled and packaged for her.
The product’s introduction to the market created a huge stir – and soon she was invited to sell her products at Dan Murphy’s and BWS.
The gin costs $79 for a 700ml bottle and will soon also be stocked at Liquorland, with important ‘instant’ local access for Ellen.
“Sometimes you want these things right away and can’t wait for them to show up, which is why it’s so important that we are available in store.
Baby is expected to reach $1 million in sales within three years of its launch.
She says you don’t have to be a mixologist to create a beautiful gin and tonic with Baby
“We launched before Covid and I think that had a positive effect on sales, especially through our own website, as people weren’t leaving the house.”
Baby gin is the only 100% female-owned spirits company in Australia.
Ellen has yet to take a salary from the company and is just thrilled to see her grow.
“I will continue to pump the profits back, keep the ball rolling until it can’t go any further – then look for outside investors,” she said.
Ellen invested $40,000 of her own savings in the business to get it started.
BABY Pink Gin has won several international spirits awards, including a medal at the World Spirits Masters.
Ellen was also invited as a judge at the World Gin Awards in London.