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Aristocrats' St Maur liqueur wins international acclaim in entertainment capital of the world

10 January 2022
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St Maur Elderflower Liqueur, a tipple produced by the Earl and Countess of Yarmouth, has won international acclaim at the The Las Vegas Global Spirits Gold Award.

William and Kelsey Seymour, who live at Alcester in Warwickshire, started producing their liqueur 18 months ago.

Chosen among 700 entries, the award now proudly sits alongside Best English Floral in the World Liqueur Awards, Great Taste Award 2 Star rating and an International Spirits Challenge Silver Award for the product.

William, who grew up at Ragley Hall in Warwickshire and is the eldest son of the Marquess of Hertford, said “Perhaps winning industry awards in North America could be considered a little bit ahead of the curve for a start-up craft drinks business from the heart of England, but we have big ambitions for St Maur as a brand, and we’re not afraid to put ourselves out there.

“It’s great to win an award and to be recognised on an international level. What’s important though is this also gives us the opportunity to let people closer to home, who have not tried our drink yet, know about St Maur.

"Gold in Vegas – that can’t be bad!”

The judges were made up of a panel of highly respected and experienced experts in the spirits industry including journalists, distillers, mixologists, consultants, educators, bartenders, importers and brand ambassadors.

St Maur is a hand-crafted premium elderflower liqueur from the Heart of England which originated in a drink produced for guests on the couple’s wedding day four years ago.

It is described as ‘versatile and perfect for both sipping and mixing. A beautiful aperitif on its own and sublime in brunch and pre-dinner cocktails, any time of the year.’

From the recipe, to the ideas on the label, and the name itself, St Maur brings together 1,000 years of heritage and family.

Indeed, provenance is core to the brand. The map co-ordinates on the St Maur logo lead to Ladies Wood and an elder grove in the Ragley Woodlands, now in the stewardship of Earl of Yarmouth Estates.

Here and in the hedgerows on their farm, in early summer, Seymour friends and family members can be found collecting the blossoms to fulfill the next year of orders.

There’s also a red-legged partridge on the bottle, a bird successfully introduced to England in the 19th century by an ancestor Francis Seymour, the 5th Marquess, and now the brand’s mascot.

Kelsey added: “There is a very obvious, but golden rule if you want to build a crafts drinks business - make sure you craft a good drink!

"Our purpose with St Maur is to offer ‘a little drop of England’s heart’ around the world, and if we are to live up to that accolade, we must make sure we offer a drink that is worthy of it.

"This was another opportunity to put our drink to the test, with industry experts, in one of the hospitality capitals of the world. We were delighted to win gold.”


Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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