How a Walk in the Woods Reinforced the Power of Storytelling.

I was thankful to be invited on a trip to the woods with Buck & Birch - but before I introduce them, this piece is really a reflection on something much bigger: why storytelling matters.

Now more than ever.

Telling your story gives people a real insight into who you are, what you stand for, why you do what you do, and how you do it.

We often assume people will just find us - and instantly understand what we do. But that rarely happens. Recognition takes time. Trust takes nurturing.

If you’ve ever wondered why people don’t know who you are, or why someone chooses another product over yours - even when yours is just as good - it’s probably not about quality. It’s about clarity and connection.

In my opinion, the answer often lies in storytelling.

I hope this piece makes you pause and reflect on how you share your story.

It’s why we created We Are Makers Magazine - to give makers around the world a platform to tell their stories. It’s authentic, it’s personal, it’s memorable (and in print form!)

Often, it’s not just about what you create - it’s about why you create it, what you believe in, and the journey you’ve taken to get there.

Hearing directly from the founders at Buck and Birch - not a team or reps - gave me a deep understanding of who they are, how it all started, and how passionate they are about their process and purpose.

I’ll be honest - I didn’t know much about them before stepping into the woods that morning. But by the time I left, I felt truly connected to them and their mission.

And that’s the thing.
Telling your story works.
Not just once…but time again and again.

So, who are Buck & Birch?

Founded in 2016 by Tom Chisholm and Rupert Waites, the pair share a lifelong bond with nature. Both spent their childhoods exploring in the wild - Tom growing up in the forests of Norway, Rupert discovering his love of foraging from a young age. Their paths eventually led into food and hospitality, with Rupert becoming an award-winning chef and Tom carving his own creative journey. United by a love of the land, they set out to turn Scotland’s wild ingredients into something you could raise a glass to.

As they put it: they could offer people a full plate of Scotland… but there wasn’t a drink that captured the essence of the place.

So, they created one.

Their first product - Aelder, a wild elderberry liqueur - debuted in 2016. Originally served only as part of their tasting menus, it took two years (and a few nudges from fans) before they bottled just 200 units. What started as a way to raise funds for Christmas gifts and a local gardening project quickly snowballed - soon Aelder was being requested by restaurants, bars, and distributors around the country.

More Than Just Spirits

What makes Buck & Birch’s spirits so special isn’t just how they taste - it’s the purpose behind them.

Every bottle tells a story: of place, of foraged ingredients, of Scotland itself. And more than that - their work gives back. Through sales of their spirits, they directly support the woodlands they forage from. It’s not just about taking from the land - it’s about caring for it.

They actively help preserve these spaces and encourage others to reconnect with nature, forage, and explore. It’s a beautiful cycle - one that starts with respect for the wild and ends in a glass, shared with friends.

Slowing Down to See Clearly

Throughout the day, we were guided through the process of collecting sap from trees - one of the key ingredients in their spirits. (Yes, I even took a turn at drilling into the tree to start a bucket of sap!) We were taught how the process works, why it matters, and how closely tied it is to the rhythms of the seasons.

Later, we paused for food - thoughtfully prepared by Rupert - and cocktails featuring their own handcrafted spirits. Everything about the experience encouraged us to slow down, to breathe, to be present.

To simply be in nature.

By the end of the day, I wasn’t just informed - I was connected. Excited. Invested.

Buck & Birch spirits are now featured in award-winning restaurants and bars across the world. And yet, they still make, bottle, and design everything in-house - with a small team of four.

What It Comes Back To

It all comes back to storytelling.

Keep showing up. Keep telling your story - again and again.

Yesterday made me feel deeply connected to a brand - just by hearing their story. I left with a whole new appreciation for what they do, and I was genuinely excited to share who they are.

I left that trip feeling emotionally tied to Buck & Birch in a way I hadn’t expected. I even told my mum to check them out - and it turns out she already had one of their bottles at home! But she said: “I didn’t realise that was them… or what actually goes into making it.”

Even the things we buy, the things we enjoy, the things we love - we forget the story behind them.

We rarely know who made them. We don’t always understand the process, the care, the purpose. Because no one told us. Or if they did, they didn’t tell us often enough.

That’s why you have to keep showing up.

Keep sharing your mission. Your story. Your why.

Because someone new is always listening!

& I will finish by saying - I’ll be keeping an eye out for Buck & Birch in every bar I step into from now on.