From aristocracy to mixology for Alcester Earl - The Redditch Standard

From aristocracy to mixology for Alcester Earl

A WARWICKSHIRE aristocrat has learned the art of mixology to launch cocktail making master classes using his own brand of elderflower liqueur.

The Earl of Yarmouth, William Seymour, is creating a stir among customers with his St Maur virtual experience which includes the brand’s own take on the appropriately named English Martini, made with gin and fresh rosemary.

Described as ‘a little drop of England’s heart,’ St Maur Elderflower Liqueur has already earned its proud producers, William and his wife Kelsey four prestigious industry awards, including most recently, The Las Vegas Global Spirits Gold Award.

The Earl and Countess of Yarmouth who count among their ancestors Henry VIII’s wife Jane Seymour, established the business in lockdown after first producing the drink uniquely for guests on their wedding day.

William, 28, is the eldest son of the Marquess of Hertford, and grew up at Ragley Hall, his family’s seat since the 18th century.

But St Maur signals an exciting new direction for the Earl who is driven by his vision to build not just a livelihood, but a ‘new legacy’ to be proud of for his two sons.

He said: “I’ve been enjoying cocktails for most of my adult life. Except, of course, until recently I’ve been on the other side of the bar ordering them! Now that position is switched, and I can’t find myself regretting the move at all.

“It’s a bit like food. If you’re a foodie, which I am, then learn to cook, explore what you like and share what you produce with those you love to be with. Same applies to cocktails. Whilst with food I have had some training, with cocktails I’m mostly self-taught.

He added: “Since we’ve been marketing St Maur, learning more about the skill and art of making cocktails has been a logical choice and it makes sense for us to bring that expertise in-house.”

To view St Maur’s cocktail recipe suggestions visit:

Further information about St Maur or to enquire about the virtual cocktail master classes, visit:


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