Soren Crabb of 1919 Distilling used to drive cruise ships. During that period he was fortunate enough to travel the globe from Alaska to Antarctica, often sampling local spirits and other unique offerings available. Around 2014, in the Northern Hemisphere, Crabb noticed a few ‘craft’ distilleries popping up, and without knowing much - apart from the products tasting delicious - was fascinated by the concept of creating something with his hands.
In 2015, Crabb decided to take the plunge, and spent his time in preparation visiting every distillery in every port, often finding himself in precarious situations like travelling through Central American jungles in taxis, hoping to arrive in one piece at an unknown distillery.
In 2017, Crabb resigned from his job in the cruise industry and ordered his first palette of bottles while sitting at a bar in Alaska. He arrived back in Auckland, picked up the keys to what would become his distillery and realised it was too late to turn back. The rest of 2017 was spent researching, developing, creating and understanding the different botanicals used to make gin.
At 1919 Distilling, Crabb’s goal is to create a delicious spirit people want to share, removing snobbery that is sometimes attached to the world of spirit drinking.
“Ultimately I want the 1919 Range to be enjoyed, shared and celebrated, as traditionally it is the social times in our lives that are the most memorable.”
To Crabb, a great spirit is something balanced yet complex, able to be enjoyed neat or to elevate a cocktail. First and foremost, a great spirit is willing to be shared.
While travelling, Crabb noticed a lot of distillery tours kept guests at arm’s length. This lack of immersion moved him to launch 1919’s monthly distillery tours, providing in depth and hands on experiences -such as measuring and weighing out batches of 1919 botanicals used in an actual gin distillation for retail. The tour also gives guests the chance to taste and touch botanicals they typically have never seen, all while elevating education around spirits, and creating memories.
“Understanding the different botanicals we use to make our gin is something I feel is rushed these days, but it's fundamentally important.”
Sustainability has been important to Crabb since his days travelling in New Zealand waters and beyond. 1919 strives to do better every day, recently launching their own bulk refillable scheme for hospitality. The scheme has seen 1919’s carbon footprint reduce, decreasing the total annual bottle usage by 25 percent, whilst increasing the availability of their gin.
The distillery is currently in the process of certifying that 100 percent of its energy use is generated from renewables, as well as looking into initiatives with local food banks and upcycling schemes for peeled oranges and lemons.
The Covid-19 pandemic has been a rollercoaster for 1919 Distilling. Overnight, in-store sales almost vanished. The silver lining was an opportunity to engage with customers online, creating positive experiences in a trying time thanks to an already strong online presence and efficient systems in place. While supply chain constraints meant a period where the distillery completely ran out of bottles, ingenuity saw 1919 launch a temporary new bottle shape to maintain shelf space.
Crabb used the opportunity of the pandemic slow-down to upgrade distillery equipment, and put new procedures in place to ensure continued production of a premium product at an approachable price. In 2021, completion of the New Zealand made 1900L copper pot still allowed the business to ramp up whisky production substantially and Crabb’s own 93-year-old Scottish grandfather visited to fill his own Whisky barrel.
Crabb finds reward in the flexibility of the life of a distiller, that allows time with friends and family - something that he sacrificed while working abroad.
Short term goals for 1919 Distilling include moving into a bigger premises, allowing Crabb to create an even better customised tour experience. 1919 Distilling is growing its footprint in Australia, recently securing distribution.
Long term goals see the distillery’s sights set on the Northern Hemisphere, and creating a local destination that sits at the top of people’s minds when showing visitors around Auckland.
More information can be found at www.1919distilling.com
