Founder Interview Tom Giddings, Suncliffe Gin
Suncliffe Gin is a testament to the rich botanical diversity of Arizona, crafted to capture the essence of the Southwest in every sip. Born out of a deep appreciation for the state's unique landscape, this artisanal spirit showcases native botanicals like ponderosa pine, manzanita, and western elderflower. The gin's creation was inspired by the founders' exploration of Sedona's wild junipers during the COVID-19 pandemic, leading to a product that challenges preconceptions about Arizona's terroir. Suncliffe Gin has quickly gained recognition for its distinctive flavor profile and commitment to ethical foraging practices, expanding its presence from Arizona to California and New York.
The brand's success is driven by the diverse talents and shared vision of its three founders. Tom Giddings, leading revenue and growth, brings his background in hospitality and acclaimed photography to the team. His artistic eye, honed through work for prestigious publications like W magazine and The New York Times, influences Suncliffe's visual identity. Ryan Lawrence, spearheading innovation and experience, returned to his Arizona roots after a career as an international ballet dancer and food network production designer. It was during his hikes around Sedona that he discovered the botanicals that would define Suncliffe's unique character. Clare Byrne, overseeing brand and marketing, leverages her fashion styling expertise for clients such as Vogue and Hermés to shape Suncliffe's brand development. Her rural Australian upbringing creates a special connection to Arizona's landscape, further enriching the brand's authentic ties to its environment. Together, these three founders blend their artistic sensibilities, connection to nature, and business acumen to craft a gin that truly embodies the spirit of Arizona.
Read on to hear the story of Suncliffe!
What inspired Suncliffe Gin, and how did you get started?
Suncliffe Gin was born out of the unique circumstances of the COVID-19 pandemic. As a photographer and set designer respectively, my husband Ryan (who's also the co-founder of Suncliffe) and I found our careers suddenly halted when everything stopped filming and shooting. We decided to fly to Tucson, Arizona, where Ryan is from, and started exploring the local landscape.
During our hikes and explorations, we discovered wild junipers growing across Sedona. This discovery sparked the idea for Suncliffe Gin. We started picking these junipers and experimenting with them, which eventually led to the creation of our gin. The process involved a lot of research, trial and error, and a deep passion for capturing the essence of Arizona in a bottle.
What's particularly interesting about Arizona is its incredible biodiversity. Many people think of Arizona as just a big desert, but it's actually the most biodiverse state in the union. Our gin features native botanicals like ponderosa pine, manzanita, and western elderflower, which truly represent the unique flora of the region. This journey of discovery and creation has allowed us to share a different side of Arizona with our customers, showcasing the state's rich botanical heritage through our product.
What does your creative process look like when considering new products or campaign?
Our creative process remains highly collaborative and story-focused. A great example of this is our current project - developing an Amaro as our second product.
When we started thinking about expanding our product line, we wanted to ensure that any new offering would align with our brand's core identity while telling a new story. For the Amaro, instead of focusing on native botanicals like our gin does, we decided to highlight cultivated botanicals that are prevalent in Arizona. This includes ingredients like dates, pecans, and Seville oranges.
Our process allows us to create products and campaigns that are deeply rooted in Arizona's identity while continuously evolving our brand story.
Photo Credit: Suncliffe Gin
What is one challenge you’ve faced as the founder of Suncliffe Gin, and how did you navigate it?
Navigating the regulatory landscape of the spirits industry was a significant challenge for us. The process of getting FDA approval for our unique ingredients - Ponderosa Pine Bark and Manzanita - was particularly challenging and time-consuming. However, this wasn't the only hurdle we faced.
Another major challenge was our lack of background in the distillery industry. None of us had experience in alcohol production; we all came from visual and creative backgrounds. I had some experience working in bars and restaurants during college, and my brother works in hospitality, but creating a spirit from scratch was entirely new territory for us.
To navigate this challenge, we relied heavily on networking and seeking advice from industry professionals. We were fortunate that during the COVID-19 pandemic, many people in the industry had more time on their hands and were willing to share their knowledge. We reached out to various distilleries, lawyers, and bar professionals, gathering as much information as we could.
We also learned a lot through trial and error and extensive research. Google became our best friend as we sought to understand the intricacies of gin production. Eventually, we connected with a distillery that we now work with closely. We essentially rent their facility for a week at a time and work with their head distiller to oversee the production of our gin.
More recently, we participated in a business accelerator program called Forge, run by the University of Arizona. This program provided us with valuable insights into various aspects of running a business, from finance to marketing. It allowed us to step back and look at our business objectively, helping us define our roles more clearly and structure our company more effectively.
These experiences taught us the importance of continuous learning, seeking expert advice, and being adaptable in the face of challenges. While it was a steep learning curve, overcoming these obstacles has made Suncliffe Gin what it is today - a unique product that we're truly proud of.
Photo Credit: Suncliffe Gin
What is your long-term vision for Suncliffe Gin?
Our long-term vision for Suncliffe Gin is to build a celebrated, nationally recognized brand that remains true to its Arizona roots while expanding in multiple dimensions. We're actively broadening our product range, with an Amaro currently in development, to create a family of products that each tell a unique story about Arizona's botanical diversity. Geographically, we aim to expand beyond our current presence in Arizona, California, and New York to bring the taste of Arizona to a national audience. We're also deeply committed to community engagement, exemplified by our annual Suncliffe Showdown cocktail competition, which supports and uplifts the local bar and restaurant community in Arizona.
Through our products and brand story, we want to challenge preconceptions about Arizona by highlighting the state's incredible biodiversity, vibrant hospitality scene, and progressive, inclusive side.
Sustainability remains a key focus, with continued emphasis on ethical foraging practices and exploring ways to make our production more sustainable. We're also committed to educating consumers about Arizona's unique botanicals and the art of spirit-making through various initiatives. As we grow, fostering an inclusive environment both within our company and in the communities we serve is paramount, including supporting LGBTQ+ spaces and initiatives in the hospitality industry. By focusing on these areas, we believe we can grow Suncliffe into a brand that not only produces exceptional spirits but also plays a positive role in shaping perceptions of Arizona and supporting its communities.
Can you share a recent win in your business that you are particularly proud of?
Recently, we were thrilled to successfully launch Suncliffe Gin into California. This expansion is a significant milestone for us, allowing us to reach a broader audience and share our passion for the unique botanicals of the Southwest. It has been incredibly rewarding to engage with new customers and discuss the native plants that make our gin special.
Beyond the California expansion, another recent win we're proud of is the approval of our Amaro formula. This marks a significant step in expanding our product line while staying true to our Arizona roots. It's exciting to see our vision for a broader Suncliffe product family coming to life.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
Taking care of myself during these challenging times involves prioritizing mental health and self-care. I make sure to disconnect from work regularly, engage in activities that bring me joy, and maintain a strong support network. Practices like exercise, and spending time in nature, and socializing with friends help me stay grounded.
It's crucial to advocate for oneself and the community, but also to find moments of peace and rejuvenation.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
My advice to future LGBTQ+ entrepreneurs is to stay authentic and true to yourself. Embrace your unique perspective and experiences, as they are invaluable assets in the business world.
Surround yourself with supportive allies and mentors who believe in your vision.
Your identity is a strength, and it can inspire and drive your journey.
What LGBTQ+ owned brands are your go-to’s, and why?
Some of our favorite queer-owned businesses span many different categories but, ultimately, are all really amazing products run by even better people. These don't include the extensive list of queer-owned bars and restaurants that we love to love. Some of our favorites include:
Dirty T Tamarindo - As fellow Tucson locals and advocates for celebrating authentic, homegrown brands, we love Dirty T Tamarindo. This queer-owned brand brings the perfect mix of nostalgia and bold flavor. Their products resonate with those of us who crave something that honors tradition while adding a creative, modern twist.
Omsom — it's been so lovely to see this delicious brand blossom and grow over the last few years. Their sauces and noodles have become easy meal staples for us, and we're so glad they're so readily available nationally— plus their education work on social media is TOP notch.
Who is your favorite LGBTQ+ celebrity or public figure, and why?
Wow, this is a tough one! One of my favorite LGBTQ+ figures is Freddie Mercury. Growing up, he was a huge part of my childhood. As the lead vocalist of Queen, his incredible talent and unique style captivated audiences everywhere - my family played their cassettes on loop! But beyond his music, Freddie brought significant awareness to queer people and the AIDS crisis. His bravery in living his truth and facing adversity head-on inspired so many people, including me, to be proud of who we are.
Can you share one fun fact about yourself?
I have climbed Mount Kilimanjaro!
