How I Got Here: Natasha Durling
Why canned cocktails?
Our award-winning bottled cocktail range has established its place within the category across the on and off trade, the natural next format for us to launch was the RTD can. Easy Liquor makes canned cocktails differently in a refreshing, flavourful and premium quality way that lets you take the experience wherever you go. We mirrored the same approach as we did with Lockdown Liquor, focusing on creating something unique in a premium way without compromising on quality.
Tell us something you wish you had been told at the start of your career?
Don’t be scared to delegate, you can’t do it all.
What’s your favourite restaurant or group of restaurants?
Date night would be Harry’s Bar or Scott’s and night out with the girls would be Little House.
What motivates you?
Success. I’m an entrepreneur and we are driven by success, and we don’t like to fail. But it’s how you measure that success, for me it’s important that as a team we have that together.
What keeps you up at night?
I worry about getting the work life balance right, it’s something that I work hard on.
Which colleague, mentor or employer has had the biggest influence on your approach to the drinks business?
Very early on in our Lockdown Liquor journey, I spoke to a person called Jim Clerkin, Jim has a huge amount of experience within the drinks industry, and we spoke at length about this new RTD category that was growing at a monster rate back in 2020. He told me some key things that I will never forget that helped us on our way and he continues to be someone who I would very much look up to and would go to for advice.
Tell us your typical Sunday?
Sunday is my favourite day of the week and the one day we have a big family lunch together where we all catch up before the week ahead. We never miss a family Sunday.
What’s the most spontaneous thing you’ve ever done?
Driving from Germany to Paris to see the Eiffel Tower at midnight. We stayed 20 mins and drove back.
Favourite holiday destination?
Maldives.
What are you currently reading?
When Breath Becomes Air by Paul Kalanithi.
What boxset are you currently watching?
We just finished watching Welcome to Wrexham, which was brilliant.
What was your dream job growing up?
To be a vet. Two weeks work experience solved that as realised I don’t like the sight of blood.
What's been your best business decision?
Producing everything in house from day one, it’s been a game changer.
And the worst?
Not trusting my gut sooner.
What piece of advice would you give to those looking to climb the rungs in the business?
It’s not easy and at times it really puts extreme pressure on you, but you trade through it and there are always better days to come, and you do overcome the challenges. I always say that if it was easy to run your own business successfully, everyone would do it.
If you could change one thing about the drinks industry today, what would it be?
Hard question to answer as I am still very new to the industry, perhaps come back to me in a few years and I may have a long list…
Bio
Born in Dublin, Ireland, Durling studied for an honours degree in Psychology and Business. Her career started working at Guinness, before she moved to London and founded Total Management Group, an event, travel and creative agency that now has offices in London and New York. In 2020, Durling and her husband co-founded Lockdown Liquor, which she runs alongside Total Management Group.
