Every January we ask the same question: what are we building this year, and why? In 2026, the answer is more focused than it has ever been, because the range is more complete than it has ever been.
What we are prioritising
First priority: make the gift set range more discoverable. Eight sets from Starter Griller at £20 to Live Fire Hosts at £200 represent a complete gifting architecture that works — but only if customers can find the right set at the right moment. The range is built. The job in 2026 is to make it visible.
Second priority: Grill expansion. New regions, more event types. The Bison Hill Grill is currently operating at capacity across Surrey, Sussex, and Kent. That is a constraint worth addressing. The brand’s physical presence at events is a form of marketing that no digital channel can replicate. When someone encounters the Grill at a wedding or a festival, the conversation that follows is different from one that starts with a Google search.
Third: one new product. Not announced. Currently going through the full five-stage testing process. It will not ship until it has passed every stage. That timeline is what it is — we do not accelerate it to hit a season.
What we decided not to do
We considered, and rejected, a lower-quality entry-level apron at a sub-£50 price point. The logic for it is obvious: a lower barrier to entry, more first-time buyers, broader reach. The logic against it is more important: it would dilute what the brand stands for, and it would break the buy-once promise. If we make an apron that wears out, customers need a new one. That is not the relationship we want with the people who buy from us.
The test for any new product has not changed since the first Gaucho prototype in 2021: does it solve a real problem? Does it solve it better than anything else available? Will it last? If the answer to any of those three questions is no, the product does not exist.
2026 is about building on what works. Not reinventing, not repositioning, not chasing categories that are not ours. The market for serious outdoor cooking equipment in the UK is growing. We are well placed within it. The job is to stay there and keep raising the standard.
