Q&A with Emma Owen: From FinTech student to Whiskey Co-Founder
Posted on: 21 July 2025 in Where are they now?
In this Q&A, we spoke with Emma Owen, an MSc in Financial Technology graduate, who is now the co-founder of NOVEL Whiskey - a brand with a personal story and big plans for the future. Emma shares her journey through entrepreneurship and what it is like starting a business.
Hi Emma! Let’s start with your time at the University of Liverpool. What did you study and what drew you to the programme?
I studied Financial Technology (FinTech) at the University of Liverpool Management School. I came from a politics background during my undergraduate degree, so entering a world of blockchain, cryptocurrency and coding was all completely new to me. But that is exactly why I wanted to do it. It challenged me and helped me grow both personally and professionally.
The programme was incredibly supportive. Our lecturer Dr. Gavin Brown, who had direct industry experience, made the course very real and relevant. I also had 1-2-1 support whenever I needed it. It is a niche field, but that meant our cohort really leaned on each other and we were like a team. I even made some of my closest friends for life through the course.
Was it difficult to juggle a master’s degree with other commitments?
It was intense! I was actually working full-time in supply chain at Sainsbury’s while studying, so I was always on the go. But honestly, I thrive like that. I am very driven and that time taught me so much about time management and finding a work - life balance that suits me. It gave me the confidence to know I can do anything I set my mind to. I work well under pressure and balancing both taught me how to structure my time effectively which are skills that I use now every single day.
What part of the programme did you enjoy the most?
I really enjoyed learning Python programming. It was tough at first but extremely rewarding. The same goes for the cryptocurrency modules where we built our own portfolios and carried out in depth research. We had direct access to industry experts, which was invaluable. Beyond the technical skills, I also grew a lot in terms of soft skills such as presentation skills, confidence in public speaking, and learning how to explain complex ideas clearly. These are the things that really prepare you for life beyond university.
Tell us about NOVEL Whiskey - how did it come to life?
The idea for NOVEL Whiskey came from a very personal place. During my master’s, my grandad sadly passed away in 2021. He left me 350 bottles of whiskey from all over the world. I started to explore the collection he had left behind to understand why he loved whisky so much and fell in love with the stories, history and, of course, the taste. My best friend and I were curious about it. We were fascinated by the stereotypes around it and started thinking: Why isn’t there a whiskey we’d enjoy?
That curiosity turned into research, then product development, tasting sessions, and eventually, creating our own brand. NOVEL Whiskey was born from a sentimental place, but it’s become a really exciting and rewarding business venture. Together, we realised that the whisky industry had so much untapped potential. We have recently hosted a launch party, worked with independent bars, curated custom menus, and given brand presentations to potential sponsors and clients.
What have been the highs and lows of launching your own business?
The highs? Drinking the whiskey, obviously! But seriously, being in charge of a brand is incredibly fulfilling. It’s taught me so much from marketing and operations to managing a physical product. There’s something amazing about seeing your vision come to life in your own hands, it’s an emotional rollercoaster but when people see what you are trying to create it’s the most incredible feeling.
The lows? It is a lot of responsibility. This is real money and my money, so every decision counts. I have had to learn to deal with pressure on a different scale to working for a corporation as it all falls back on me, which is both a challenge and a motivator. I have also had moments of doubt but every entrepreneur does, the sleepless nights are centred around overthinking the business and having to fight through the doubts, but that’s what having a co-founder is for; Alishia and I keep each other balanced. What keeps me going is the impact we’re starting to make and the amazing people we’ve been able to collaborate with so far.
What’s next for NOVEL Whiskey?
Right now, we’re focused on activations and partnerships so working with bars, restaurants, and events, especially in the north. Long-term, we want to get into premium retail spaces like Selfridges, Fortnum & Mason, Sainsbury’s, Booths and others. There’s a lot of exciting collaborations in the pipeline too, so keep an eye out!
What advice would you give to students or graduates looking to start their own business?
Safety is okay. You can start your business while working full-time, just like I did. I'm doing all of this whilst working as a Convenience Category Planner at Sainsbury’s, so life has been nonstop. It’s hard work but if you want it, you’ll make it happen. Don’t make excuses. If you’re unsure where to begin, start networking, ask questions, and do your research. But you have to take the risk to start.
Most importantly, believe in yourself. Lean on your support network and don’t be embarrassed if it doesn’t go perfectly. Every step teaches you something. If you're passionate about something, take the leap. There’s no better time than now.
Want to learn more?
Huge thanks to Emma for sitting down with us and sharing her inspiring journey. You can keep up to date with all things NOVEL Whiskey by following them on social media.
A huge thank you to Emma for sharing her career journey with us. Feeling inspired to share your own story or get involved? There are plenty of ways to stay connected:
Connect with the University: Join your Alumni Group on LinkedIn
Volunteer with the University: Discover our volunteering opportunities
Future alumni events: Update your details and attend future events organised by the alumni team.
Keywords: Where are they now?.