Former strategy manager at Diageo, Fairfax Hall came up with the idea for gin distillery Sipsmith while sitting in a New York bar wondering why gin was no longer made in London. Five years later, the distillery exports to Australia and China, keeping volumes low to control growth and retain its hand-crafted ethos. It is stocked in Waitrose, World Duty Free and supermarkets where customers are prepared to pay more for a product with a story.