November 29th 2024.
For centuries, peat has been a crucial element in the production of Scotch whisky. Its distinct aroma adds depth and complexity to any ingredient, making it a natural choice for Hannah Brown. As a whisky industry veteran, Hannah saw the potential for peat to be used in other products, leading her to establish Tongue In Peat in 2017. Her peat smoked Bloody Mary mixer quickly gained recognition, winning three Great Taste awards and being named the UK's Best Bloody Mary mixer. It even found its way into some of London's most renowned bars.
Despite the accolades, Tongue In Peat faced a challenge due to its niche market. Hannah noticed that more customers were using the mixer in their cooking rather than as a drink. This realization sparked an idea - why not pivot the business and venture into a larger category? And so, the world's first range of peat smoked tomato sauces was born.
Hannah's background in brand marketing for global whisky companies gave her a unique perspective on the untapped potential of peat smoke. She couldn't believe that it was only being used in the whisky industry when it had the power to enhance the flavor of any dish. "We are so delighted we made the switch," Hannah says, referring to the pivot to tomato sauces. "We all have a strong emotional tie to Tongue In Peat, and we would never have come up with PEAT'D if it never existed. However, after years of trying to convince bars to make space for a smoky Bloody Mary on their menus, this move into food feels much more viable, healthier, and exciting."
PEAT'D sauces contain just 0.0006g of peat in every 305g jar, with the majority sourced from distilleries' leftover peat on the Isle of Islay. To replicate the traditional whisky making process, Hannah and her team built a micro smokehouse near Glasgow. The peat is cold smoked for 16 hours and checked manually every few hours to ensure even distribution. "Just one person works at the smokehouse, it's all hand-operated, including through the night for the 16-hour smokes," Hannah explains. The smoked peat is then sent to a manufacturer who adds 12 other ingredients, many of which are also smoked or spiced.
The range includes the original flavor, as well as garlic, chilli, and truffle. Hannah proudly claims that her sauces are the ultimate cooking hack for home chefs, elevating dishes like lasagnas, soups, dips, and casseroles with just a twist of the lid. "Our point of difference in our recipe is the peat smoke," Hannah says. "We use the DNA from our award-winning juice and help home chefs make any dish taste richer, deeper, and more complex."
In addition to building a successful business, Hannah and her team have spearheaded an industry-wide initiative. They have brought together a group of small and medium-sized distilleries, along with PEAT'D, to form a cooperative. A percentage of total sales will be donated to fund peatland regeneration, with a focus on supporting small crofters. This initiative is set to launch in early 2025.
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