Focus on Willy Borrell
William ‘Willy’ Borrell started out developing a Polish Vodka brand, but then he went underground, turning Victorian-era public toilets into “5 star dive bars” in London. Here is my interview with Willy.
My interview with Willy
Tell us about how your journey in the drinks business started in Poland.
My family moved to Poland thirty years ago: I grew up between Poland and London and I have visited every year.
We have a small farm with arable land, some livestock and now vineyards. This is when I got to sample home-made vodkas from all over Poland and the idea of a terroir vodka was born where I would select different potatoes grown in different soils to create an actual vodka with actual flavour. That is how Vestal vodka was born 10 years ago.
You have always found a way of promoting in a different and quirky way, can you tell us some of the things you dreamt up?
Well, when you are in the booze industry and and don’t have the big budgets to compete, your only choice is to think in different ways. A good example of this was a floating bar and distillery I built called the “Disco Volante” that would cruise up and down the canal serving ice-cold Vestal vodka martinis to potential buyers. It still floats and runs today, 6 years later.
You have a bar in the public toilets in Kentish town, (London) called Ladies and Gents. How did you get that idea?
I was passing a disused public toilet in Kentish town and was hit with a thunderbolt, I don’t really know why I called up the council every day for 3 months before they even let me in but it was worth the effort.
Ladies and Gentlemen is described a five star dive bar and has the luxury of Rota-Vaps, centrifuge and copper pot stills (all legal) that we can play with whilst offering shots and daiquiris to the great and good from the world bar scene.
How difficult was it to transform the loos into a bar?
Once I got planning permission, which was the hardest part, the build took three months. Although it was on a shoestring budget, it is still standing today, 7 years later with many, many stories to tell.
The interior of the Ladies & Gents Bar.
You have another bar as well, tell us about that.
The fantastic bartender Bart Miedeksza, a good friend and I have a jointly owned bar in Camden called Crossroads which are also ex-loos.
Bart and his wife Monica need to take all the credit, though. Whilst I converted the bar, I ran out of time with other projects and knew Bart would be the best man for the job. He proved me right by winning the prestigious Imbibe magazine best cocktail menu last year…during a pandemic!
You put a still in each of your bars, why did you decide to do that?
I like the idea of being able to make your own spirits in a bar during service, much like a restaurant making their own stock: it can add so much flavour to your drinks, is a great talking point and just lots of fun.
Incidentally, it can be profitable, as we have sold recipes and ideas to the large spirits companies who have then taken our creations that now sell in 50+ countries and all major supermarkets.
What changes have you come up with to cope with Covid?
We pivoted very early and started to hand deliver our “Locktails” via bike , cars and walking, soon Deliveroo had heard and offered us a great deal that has seen our cocktail serve grow and grow.
More recently, we have a new concept selling our “Disco Cocktails” in eco pouches that can never break and have been a revelation for us.
Any hint to give us on your next crazy (like a fox) idea?
I have been recently looking at Liqueurs, not much more I can say but I believe this is a really interesting space.
Thanks Willy, and see you soon in London, that’s a promise!
Five Questions for Willy
Best reason to choose a dive bar for a night out?
Bad choices make good stories.
If you were a cocktail garnish what would you be?
Olive stuffed with blue cheese.
On death row, your last meal includes a cocktail, which?
Vestal vodka martini, (5 oz. large).
Unlimited budget - what kind of bar would you open and where?
Ladies and Gentlemen, in an underground former Victorian toilet with slightly nicer barstools.
The one thing most people don’t know about Vodka?
It has flavour.
Take a tour of the Ladies and Gents Bar…
Where can you find Willy online?
Ladies and Gentlemen
Instagram: @ladiesandgentlemenbar
Facebook: Ladies and Gentlemen Bar
Website: ladiesandgents.co
Vestal Vodka
Instagram: @vestalvodka
Facebook: Vestal Vodka
Website: vestalvodka.com
Crossroads Bar
Instagram @crossroads_bar