Starting a business takes vision, resilience, and a willingness to adapt, qualities that Vince Noyce, co-founder of the award-winning Portsmouth Distillery, embodies. Nestled in the historic Fort Cumberland in Portsmouth, this innovative distillery is not only reviving Portsmouth’s distilling heritage but also setting a benchmark for how to grow and sustain a business through challenging times.
Founded in 2018, Portsmouth Distillery is the first of its kind in the city since 1824. Vince and his co-founder Giles began their journey with a shared passion for rum, launching the venture after the success of their earlier project, the Rum Club. Today, the distillery produces a range of unique spirits, including three gins and seven rums, crafted with methods that set them apart in the UK market.
Their standout product, 1968 Rum, is made from imported dehydrated sugarcane juice, rehydrated and fermented over two weeks, a rarity in British rum production.
“It’s our DNA,” Vince explains. “Everything else we make stems from that.”
From this base, they create a variety of aged and unaged rums, each with its own character and complexity.
Their gin range is equally distinctive. Rather than producing a typical London Dry, Portsmouth Distillery’s flagship Fort Gin leans toward a Genova-style sipping gin, smooth, aromatic, and designed to be enjoyed neat. This commitment to quality and originality has earned them multiple awards and a loyal following.
Like many businesses, Portsmouth Distillery faced a major test during the COVID-19 pandemic. But instead of stalling, they pivoted, producing hand sanitizer and securing key contracts that kept the business afloat.
“We were on the rocket ship,” Vince recalls. “Then the world stopped. But we adapted.”
Post-pandemic, the real challenges began. With tighter consumer spending and a volatile hospitality sector, the team had to rethink their strategy. The answer? Diversification. From event hosting to collaborations with other brands, Portsmouth Distillery has expanded its offerings to include everything from comedy nights to weddings, and even a mobile bar that tours local festivals.
For those looking to start a business in Portsmouth, Vince offers candid and hard-earned advice:
“Have a plan—but make it a plan that’s ready to change. You need goals, yes, but you also need to be flexible. Things won’t always go the way you expect. Some milestones you’ll hit early, others not at all. Be ready to pivot.”
He emphasises the importance of emotional resilience:
“You’ll face disappointment. You’ll also find success in the most unexpected places. Be ready for both. And never let success go to your head—you’re always one bad deal away from trouble.”
Vince also highlights the unpredictable nature of customer behaviour. “Sometimes the events you think will flop are the ones where you sell the most. You have to roll with it. If you can’t adapt, if you can’t take the knocks, then maybe business isn’t for you.”
Looking ahead, the distillery is investing in its future—and the city’s. With support from RRS (Rapid Response Solutions) plans are underway to launch a spirit’s school, offering gin and rum-making experiences, cocktail masterclasses, and more. A rooftop bar with sea views is also in development, set to open by the end of summer.
These expansions not only enhance the visitor experience but also reinforce Portsmouth Distillery’s role as a cornerstone of the city’s business and tourism ecosystem.
Portsmouth offers a unique blend of history, community support, and entrepreneurial spirit. As Vince’s story shows, success here isn’t just about having a great product, it’s about embracing change, building connections, and staying true to your passion.
Whether you’re launching a start-up or scaling an existing venture, Portsmouth provides fertile ground for growth.