19 Aug 2023
We meet the founder of Tomoka, St Albans’ spirits and Champagne boutique, based in Christopher Place Shopping Centre.
One of the selling points of St Albans’ late, lamented cocktail bar Mokoko was the way it sourced fun and unusual spirits to mix, a practice which naturally led to customers enquiring where they could pick up the same products.
Recognising a gap in the market, owner Jass Patel decided to take a risk on retail, and took over a small unit in Christopher Place Shopping Centre in December 2012. Now, more than 10 years later, he no longer owns a cocktail bar, but his spirits and Champagne boutique has grown from strength to strength.
“It’s evolved over that time, but the focus has always been on retail,” he explained. “We listen to our customers and always give them what they want.”
Over this time Jass has built up a network of contacts within the drinks industry, and a complementing knowledge of what are likely to be the next hot retail brands and drinking trends.
“We saw the gin boom at the bar in 2011, and it was the focus for a very long time, but now it’s in decline and producers are looking for the next best thing. Rum is a quick and easy drink to produce, and this will help it grow.
“But at the moment Japanese whisky is massive following various international awards. It comes in collectible bottles, the quality is excellent, it has a shelf appeal, and is a good investment.
“We have been very lucky in being able to source limited stocks, sometimes becoming the first retailer to stock different whiskys and gins.
“For example, Ki No Bi gin you couldn’t buy anywhere, and the dad of the distiller actually lived locally and bought his gin from us.
“At the end of the day we find products with a story, and sample them with our customers.”
Jass now describes himself as “a big whisky guy”, having developed a real taste for the spirit in recent years. His preferred blend is Irish, as he believes it is a fruitier and smoother alternative to other whiskys.
Tastings have been at the heart of Tomoka’s business model since February 2013, and the company has built up a strong customer base over this time, while also establishing a reputation within the drinks industry.
It has claimed various accolades, including one of St Albans’ own Food and Drink Awards, but also International Wine and Spirits’ Independent Spirits retailer 2018 and LUX Spirits Retailer 2018, as well as Drinks Retailing finalists 2020, facing off competition from the likes of Gerry’s Wines and Spirits in Soho and the Celtic Whiskey Shop in Ireland.
It also proved robust enough to successfully weather the Covid
pandemic, adapting to introduce free local delivery and online gin tastings, leading to Tomoka providing 300 gin tasting kits for the online Sunday Times Travel Awards and Commercial Awards during lockdown.
Pre-Covid the shop held gin festivals locally, but now it is diversifying into Champagne, with a forthcoming event on September 15 from 2-9pm.
“The event is all about Champagne.
There will be lots of different brands and styles for people to sample as well as a chance to meet some of the suppliers,” added Jass.
The ticket price is £25 for which you will get access to the event, a tasting glass to use on the day and 15 tokens to redeem against samples. You can then buy more throughout the day. Infuse Bistro will be on hand to supply food to anyone looking to fuel up.
