Over the years the Portman Group has worked with a huge number of alcohol producers and most of the time those interactions are positive and constructive.
Like many growing brands, Tiny Rebel’s early interactions weren’t without challenge. But through open conversation and a better understanding of the landscape, that relationship has evolved into a more collaborative and proactive one.
Understanding that compliance and regulation are there to protect consumers rather than intentionally punish producers. We sat down with Brad Cummings, Founder of Tiny Rebel, to understand where they’ve come from as a business, where they are now and where they want to be in the future.
How did you feel when you first heard from the PG?
“At the time, we were a young, fast-growing business and Cwtch was a huge brand for us, so naturally it got our attention straight away. Like most founders, your instinct is to protect what you’ve built, so we were probably a bit defensive early on. But pretty quickly we realised there was an opportunity to take a step back and better understand the landscape we were operating in.
“Since then, our approach has evolved. We now build compliance into our process from idea concept stage. It means we can still push creativity but do it in a way that works for everyone. The relationship with the Portman Group today is very different to where we started, it’s collaborative, it’s proactive, and it helps us move our brands forward with more confidence.”
Can you tell us more about your B Corp status and what that means to you?
“Becoming a B Corp was a big milestone for us, but it wasn’t something we chased overnight. It came out of a wider piece of work we did post-Covid through our ‘Fit for the Future’ strategy, where we really challenged ourselves on what kind of business we wanted to be long term.
“What we found was that a lot of the principles of CSR (Corporate Social Responsibility) – people, community and planet were already part of how we were working. B Corp gave us a clear framework to measure, improve and hold ourselves accountable – it’s not about being perfect, it’s about continuous improvement.”
What does it mean to you to be a part of the community here in Newport?
“It means everything to us. Newport is where we started, it’s where we grew up, and it’s still at the heart of everything we do.
“We’ve always believed that if you’re building a business in a community, you’ve got a responsibility to contribute to it as well. Whether that’s creating jobs, supporting local causes, or just building places where people can come together and have a great time.
“As we’ve grown, that’s only become more important. We’re really proud to represent Newport on a bigger stage, but equally proud of what we can give back locally.”
Matt Lambert, CEO of the Portman Group, adds, “Tiny Rebel is a great example of a company that faced several complaints but by working cooperatively with the Portman Group’s free Advisory Service has been able to retain their distinctive style and character whilst remaining compliant with the Codes. Our Advisory service is a free and confidential service available to the whole industry.”