Celebrating International Women’s Day with Emilie Giffard
As we celebrate International Women’s Day, it’s the perfect time to highlight the inspiring journey of one of the most talented women in the drinks industry. Personally, I believe such achievements deserve recognition every day, not just once a year. Recently, I had the pleasure of interviewing Emilie Giffard, who has taken the helm of her family’s renowned business, GIFFARD.
A 140 Year Legacy of Leadership
Founded in 1885 by her great-great-grandfather, the company has been a beacon of innovation and quality in the world of liqueurs and syrups. Until last year, the leadership was in the capable hands of Emilie’s father and aunt. In a significant transition, Emilie, along with her cousin Pierre, has now stepped into leadership roles. This change marks a new era for the company, blending the wisdom of past generations with fresh perspectives and skills. Emilie reflects on this transition as a pivotal moment for the company, its partners, and employees, celebrating the seamless handover and the positive impact it has had on their operations.
A Personal Journey
Emilie’s path to the family business was shaped by her early interest in marketing and business. After completing an intensive preparatory program in France, she pursued a business degree with a focus on marketing and innovation. Emilie gained valuable experience working in various industries, including a stint in China, before deciding to join the family business. Her journey was not a straightforward one; during high school she initially considered careers in different fields, such as becoming a gym teacher, but her passion for marketing and business ultimately guided her back to the family enterprise.
Embracing the Industry
To better understand the market, when joining Giffard, Emilie trained as a bartender and worked in sales in London, managing relationships across Northern Europe. “This hands-on experience allowed me to connect with bartenders and mixologists, the primary audience for our products”. Emilie emphasizes the importance of being close to their clients and continuously learning from them to develop new products that meet their needs. Her time in London was particularly valuable, as it exposed her to the latest trends in the cocktail industry and allowed her to build strong relationships with key stakeholders.
Commitment to Quality and Tradition
The company’s commitment to natural ingredients and traditional methods is a cornerstone of their success. Emilie proudly shares that “75% of the fruits and plants used in their liqueurs are sourced from France, along with all their sugar beet and alcohol”. For example, the blackcurrants for Giffard Crème de Cassis are harvested within 50km of their factory in Angers this is the best region in the world for Cassis and means that Giffard has the finest fruit available with very limited transport. This dedication to quality ensures that their products remain true to taste and highly regarded by professionals and enthusiasts alike. Emilie and her team personally visit the farmers to build strong relationships and ensure the quality of the ingredients.
The First Product
The company’s first product, a mint liqueur, has an interesting origin story. Emilie’s great-great-grandfather, Emile, was a herbal pharmacist who created the liqueur in response to a request from the owner of a bar and Grand-Hotel, which sits adjacent to his pharmacy. “The owner needed a refreshing drink for his guests on a hot summer day, and Emile used his knowledge of mint, which was abundant in Mitcham, UK, to create a drink that quickly became popular. This mint liqueur, named “Menthe-Pastille,” was inspired by the popular mint sweets from the UK and marked the beginning of the company’s journey in the world of liqueurs”. In October 1885, Emile decided to change his destiny: from pharmacist to Liquorist!
Sustainability and Innovation
Sustainability is at the heart of the company’s vision. As a family business, they are committed to long-term practices that help the environment and their community. They work closely with farmers, ensuring sustainable farming practices and investing in biodiversity. The company also focuses on reducing their carbon footprint by experimenting with reusable packaging and reducing the weight of their glass bottles. Emilie highlights their efforts to freeze fruits and plants to maintain their properties and ensure a consistent supply, even in years with poor harvests. This approach allows them to produce high-quality products year-round and manage the effects of climate change on their ingredients.
Innovative Products and Market Expansion
Under Emilie’s leadership, the company has continued to innovate and diversify its liqueur range, with nearly 60 products (that’s less than one new product every two years) and around 90 separate flavours in total. They have introduced premium alcohol-free liqueurs, which have been well-received in the market. These products are crafted using the same high-quality ingredients and traditional methods as their alcoholic counterparts, but with the alcohol replaced by white wine vinegar. This innovative approach has allowed the company to meet the growing demand for non-alcoholic beverages while maintaining their commitment to quality and taste.
The Role of Art and Aesthetics
Art and aesthetics play a significant role in the company’s identity. Emilie explains that they strive to create beautiful products, not only in terms of taste but also in their presentation. The company collaborates with artists and designers to create visually appealing packaging and promotional materials. This focus on aesthetics extends to their production facilities, which are designed to be both functional and visually pleasing. Emilie believes that this diligence and commitment to beauty enhances the overall experience of their products and sets them apart in the market.
Looking Ahead: Future Goals and Aspirations
As Emilie guides the company forward, she remains dedicated to innovation and sustainability. She has ambitious goals to further expand their product range, explore new markets, and continue to innovate in response to changing consumer preferences. Sustainability remains a top priority, with ongoing efforts to reduce their environmental impact and promote sustainable practices throughout their supply chain. Emilie is also focused on fostering a positive and inclusive company culture, where employees are empowered to grow and contribute to the company’s success.
Emilie’s Favourite Product
When asked about her favourite product in the range, Emilie enthusiastically mentions the “Abricot de Roussillon”. It’s part of Giffard’s ‘premium’ liqueur range and this apricot liqueur us made by the slow maceration of the ‘Rouge du Roussillon’ apricots in neutral alcohol. She describes it as “a fresh, fruity and light drink that evokes the taste of the south of France”. Emilie enjoys it simply with sparkling water, appreciating its ability to transport her to a sunny, relaxing place. Available from Master of Malt
My GIFFARD Recommendations to make at home
Wooden Delish
• 25ml Gin
• 15ml Giffard Cherry Brandy
• 15ml Giffard Crème de Myrtilles (Blueberry)
• 15ml lemon juice
• Shaken, served in a coupette, no garnish
Alcohol-Free Rosé Pamplemousse
• 50ml Giffard Alcohol-Free Grapefruit
• In a wine glass full of ice
• Top up with Alcohol-Free Sparkling Rosé wine
• Garnish with a pink grapefruit wedge
Alcohol-Free Hugo Spritz
• 50ml Giffard Alcohol-Free Elderflower
• 3 lime wedges (squeezed and dropped into the glass)
• 10 mint leaves
• 25ml soda water
• Alcohol-Free Sparkling Wine to top up
• Served in a wine glass filled with ice, garnished with a sprig of mint
However, why don’t you visit one of the many bars in London where the top mixologist will make the cocktails for you. Emilie suggests I enjoy a ‘Smiling Negroni’ (Smiling Wolf Functional Gin, Smiling Wolf Functional Aperitivo, House Aperitif Blend and GIFFARD GRAPEFRUIT) at Club Soda or FAM Bar, where I can try her favourite product in a ‘Charlie Chaplin’ (Elephant Sloe Gin, GIFFARD ABRICOT DU ROUSSILLON, and lime).
Join Club Soda, drink mindfully and live well
FAM Bar – Oxford Street – Central London
Conclusion
Emilie journey exemplifies the power of perseverance, innovation, and a deep commitment to quality and tradition. As she leads her family’s company into the future, she continues to build on the strong foundation laid by previous generations while embracing new opportunities and challenges. On this International Women’s Day, we celebrate Emilie’s leadership, her dedication to sustainability, and her unwavering commitment to excellence. Her story is an inspiration to all, proving that with passion, hard work, and a clear vision, it is possible to achieve great things and make a lasting impact.