Meet the Founders: The Experience, Expertise and Passion Behind Chuckle Engine Spirit Company
When choosing a craft spirits producer, experience matters.
At Chuckle Engine Spirit Company, every bottle is backed by decades of expertise in hospitality, drinks production, business management, customer experience and quality assurance. Founders David and Sue Hunter have built their reputation through award-winning businesses, industry recognition and an unwavering commitment to excellence.
Their journey has taken them from running one of Staffordshire's most respected hospitality venues to helping develop award-winning spirits and visitor experiences that gained national recognition.
Today, that wealth of experience forms the foundation of everything Chuckle Engine Spirit Company creates.
A Proven Track Record in Hospitality Excellence
Before founding Chuckle Engine Spirit Company, David and Sue Hunter owned and operated Indulgence, the multi-award-winning licensed lounge in Uttoxeter.
Indulgence quickly became known as the heart of the local community. Customers were drawn to its welcoming atmosphere, exceptional service, carefully curated drinks selection and consistently high-quality food offering.
The venue earned a reputation for excellence throughout Staffordshire and became a destination for those seeking a comfortable, friendly and professionally run hospitality experience.
The same principles that made Indulgence successful — quality, attention to detail, customer care and consistency — continue to shape Chuckle Engine Spirit Company today.
Sue Hunter: Quality, Compliance and Business Excellence
Sue Hunter has built her career around achieving the highest possible standards.
Sue is recognised for her exceptional attention to detail and consistently achieving the highest 5-Star Food Hygiene Ratings throughout her distinguished hospitality career. Her strong focus on quality assurance, customer safety and operational excellence helped position Indulgence as one of the region's most respected and trusted hospitality venues.
Renowned for her highly developed palate and creative culinary expertise, Sue has a natural ability to craft bold, memorable "flavour explosion" dishes that elevate dining experiences. Her innovative approach to themed food evenings has produced standout culinary events that continue to be remembered and talked about today.
In addition to her culinary achievements, Sue's refined palate has contributed to the development of premium, flavour-led spirits for Chuckle Engine. Her input has been instrumental in shaping distinctive spirit profiles, combining creativity and precision to deliver truly unique and high-quality flavour experiences.
Beyond hospitality, Sue is also a highly qualified AAT Accounting Technician, bringing extensive financial and business management expertise to Chuckle Engine Spirit Company.
Her combination of commercial knowledge, operational discipline and quality control ensures that every aspect of the business is managed to the highest professional standards.
Sue later joined Nelson's Distillery, where she worked alongside David as part of a team that achieved an impressive 14 recognised industry awards for the quality and innovation of its spirits.
David Hunter: Award-Winning Spirit Development and Visitor Experience
David Hunter's reputation within the drinks industry has been built on innovation, creativity and a deep understanding of what customers value.
During his time at Nelson's Distillery, David played a significant role in product development, helping create bespoke spirits for well-known third-party venues and businesses. His expertise in flavour development, brand storytelling and customer engagement helped produce distinctive products that stood out in a competitive marketplace.
David's contribution extended beyond spirit production.
Under his guidance, Nelson's Distillery became recognised as one of the UK's leading visitor attractions within its category. For seven consecutive years, the distillery was ranked within the top 10% of attractions worldwide on TripAdvisor, an achievement that reflected exceptional visitor experiences and consistently outstanding customer reviews.
This remarkable success continued until the business sadly closed following the passing of its owner.
David's dedication and achievements earned widespread recognition across Staffordshire and the tourism sector. His accolades include:
- Staffordshire Experience of the Year
- Ambassador of the Year Nominee
- Unsung Hero Award Winner 2025
These awards reflect not only professional excellence but also a genuine passion for creating memorable experiences and building lasting customer relationships.
Why Experience Matters in Craft Spirit Production
The craft spirits industry is built on trust, expertise and consistency.
Consumers increasingly want to know who is behind the products they purchase. They seek businesses with proven credentials, industry knowledge and a genuine commitment to quality.
David and Sue Hunter bring together expertise across:
- Craft spirit production
- Product development
- Hospitality management
- Visitor attractions
- Customer experience
- Financial management
- Quality assurance
- Food safety and compliance
- Brand development
- Tourism and destination marketing
Few independent spirit companies can draw upon such a diverse and accomplished professional background.
The Chuckle Engine Spirit Company Difference
At Chuckle Engine Spirit Company, our products are not created by newcomers to the industry. They are developed by professionals who have spent decades building successful hospitality businesses, creating award-winning visitor experiences and producing drinks recognised for their quality.
Every bottle reflects years of practical experience, industry knowledge and a commitment to delivering exceptional customer experiences.
Whether you're searching for premium British spirits, small-batch craft spirits, unique botanical flavours or a trusted independent distillery with a proven track record, Chuckle Engine Spirit Company is built on a foundation of expertise, integrity and passion.
Our story is rooted in hospitality, strengthened through award-winning spirit production and driven by a desire to create products that customers genuinely enjoy sharing with friends and family.
When you choose Chuckle Engine Spirit Company, you're choosing spirits crafted by people whose careers have been dedicated to quality, innovation and customer satisfaction.
That's the experience behind every bottle.