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28th Jan, 2022

Couple turn their backs on aristocratic family to grow award-winning liqueur business launched in pandemic

AN enterprising aristocratic couple’s own love story is the inspiration behind their ‘blossoming ’ Alcester business launched in lockdown – but now set for expansion.

William and Kelsey Seymour, Earl and Countess of Yarmouth, set up the business to build not just a livelihood, but a ‘new legacy’ to be proud of for his two sons.

William, aged 28, is the eldest son of the Marquess of Hertford, and grew up at Ragley Hall, his family’s seat since the 18th century, and the couple count Henry VIII’s wife Jane Seymour among their ancestors.

Their business has just moved into new farm premises, Alcester Park Farm, near the Ragley estate, this will allow them to expand with warehousing for production and storage.

William said: “St Maur originates in a drink we produced for our guests on our wedding day three years ago, to celebrate with us with a glass of something uniquely special.

“We first brought St Maur to market in May last year, and we had intended it to be a wedding drink, but with the pandemic and couples no longer having weddings, we changed tack to start building our business position in central England through farm shops, delis and independent merchants, which were thriving, as our route to market.”

From the recipe, to the ideas on the label, and the name itself, St Maur brings together 1,000 years of heritage and family.

Kelsey said: “It was very important that everything associated with the product had to be authentic. You have to do justice to this fabulous heritage.”

Described as ‘a little drop of England’s heart,’ St Maur Elderflower Liqueur has already earned its producers a Great Taste Award 2 Star rating, International Spirits Challenge Silver Award, and Best English Floral in the World Liqueur Awards.

The business expansion comes at a time of increasing demand for the product which can now be found in number of retail outlets across the Heart of England region as well as restaurants and bars, including now, in London.

The couple have also been working with local charities such as Warwickshire-based Riding For The Disabled.

They’re keen to give back to the environment too, including a commitment to pick no more than 30% of the wild elderflower blossom.

St Maur advocates responsible drinking, and the choice of better quality.

Visit https://drinkstmaur.com/ for more information.

Visit https://drinkstmaur.com/cocktail-recipes/ for cocktail recipes.

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