How did you come up with the name for your company?
The theme of the business is a mashup of travelling medicine show in the wild west and Victorian curiosities. Many of the protagonists who had horse drawn medicine wagons called themselves Doc to inflate their credentials to sell more snake oil. Medicine Shows were popular primarily between 1850 and 1930 in the United States, where traveling groups put on performances and entertainment acts interspersed with sales pitches peddling miracle cures, elixirs and other various products of a dubious nature. Obviously all of Doc Maxwell’s beverages are of the highest quality! The Maxwell bit is my middle name.
What is unique about your company?
Great question! We have a combination of business and hospitality skills that enable us to serve the customer beyond simply pouring drinks. Our service is customer centric – looking after those we serve from the bar but also the customer who has booked us for their event. We don’t see ourselves as a mobile bar – but a brand that provides excellent beverages using technology and outstanding customer focus. Although our brand provokes a sense of fun, performance and theatre – our unique wonderful staff are at the heart of our business.
Have you managed any companies before Doc Maxwell’s Drinks Emporium?
Although Doc Maxwell is a relatively new venture I have built many brands and managed a number of companies over the past 40 years. They range from selling ‘copy’ watches and perfume watches at school, a sports equipment supplier at university and more recently medical equipment supplier for babies with reflux.
For many years I worked in marketing and branding role in companies such as IBM, Ordnance Survey, Shell and the BBC.
What services or products do you offer?
We have a staple offering of both ‘familiar’ and unconventional quirky drinks. If you are looking for Stella, Woodpecker Cider and Boddingtons; then we might not be for you. That said we will work with all event planners to provide exactly what their clientele require – flexibility is key and we have packages to suit all needs.
What made you choose to start a company in this industry?
We didn’t set out to build a single mobile bar. We developed a brand that will work with multiple trailers and across different types of environments. One day we might see Doc Maxwell’s Drinks Emporium as part of a hotel concession or even as a chain of stand alone bars.
Over a period of eleven years I became head waiter and a catering and bars supervisor whilst working in restaurants and bars and concert halls. Since then I have amassed the business skills needed to market and brand the business.
Favourite cocktail and beer?
How long have you got!! I’m very much an ale drinker so will normally go for a darker ruby ale or stout rather than an IPA. My supermarket 'go to' would be Old Speckled Hen with its malty toffee taste or McEwan’s Champion. Although not very common McEwan’s 80/- is a fabulous beer.
Also love a cocktail. If I had to choose a mainstream cocktail it would be a Blue Lagoon- which is blue Curaçao mixed with vodka and lemonade. Very drinkable and of course on the Doc Maxwell’s Drinks Emporium menu!