Beyond the Bottle Oven Tour launches linking Gladstone Pottery Museum and Duchess China

A new visitor experience linking Stoke-on-Trent’s famous ceramics heritage with its living industry has been launched at Gladstone Pottery Museum.

The Beyond the Bottle Oven Tour offers visitors a rare opportunity to explore the city’s pottery story from past to present, beginning at the historic Gladstone site before continuing across the road in Longton to the working factory of Duchess China 1888, one of the UK’s remaining fine bone china manufacturers.

The launch event brought together industry leaders, heritage organisations, artists, and community groups, highlighting how Stoke-on-Trent’s ceramics story continues to evolve.

The event featured Ben Miller, Head of Museums at Stoke-on-Trent City Council, who spoke about the history and heritage of the ceramics industry and its direction today and into the future.

The keynote address was delivered by Keith Brymer Jones, ceramic designer, head of design for MAKE International and a judge on The Great Pottery Throw Down. A passionate advocate for ceramics and for Stoke-on-Trent, he spoke about the importance of celebrating the skills, creativity, and cultural significance of the industry.

A panel discussion followed, hosted by Isla Telford, Co-Director of Urban Wilderness CIC, with contributions from Jason Simms, Director of Duchess China, alongside Keith Brymer Jones and Ben Miller.

"The aim... is to bring attention back to the present day industry and the highly skilled craftspeople who continue to keep these traditions alive."

— Jason Simms, Director of Duchess China

The tour begins at Gladstone Pottery Museum, where visitors experience the sights, sounds, and atmosphere of a traditional pottery factory. From the towering bottle ovens to the steam engine and historic workshops, the site offers an immersive insight into the working conditions and craftsmanship that shaped the city.

Guests then visit Duchess China, where many of those historic skills are still used today in modern production. Inside the factory, fine bone china still passes through an average of 30 pairs of hands before it is finished, demonstrating the skill and craftsmanship required to create Stoke-on-Trent pottery.

Although modern kilns have replaced the old bottle ovens, many traditional processes remain, including hand finishing, attaching handles, and detailed decorative work. The initiative aims to show visitors that the city’s ceramics story is not simply history. It is a living industry that continues to employ skilled craftspeople and export Stoke-on-Trent pottery around the world.

Speakers at the launch also highlighted the importance of reconnecting younger generations with the city’s ceramics heritage. Educational tours, school visits, and hands-on experiences are designed to inspire interest in pottery skills and potential careers within the industry.

Media exposure is also helping to drive interest. The BBC series The Great Pottery Throw Down, filmed at Gladstone for five years, has brought global attention to the skill and creativity of pottery making, encouraging many viewers to explore ceramics themselves.

Community partnerships also play an important role. Local arts organisations and cultural groups are working together to celebrate Stoke-on-Trent’s identity as the world capital of ceramics, with events such as Longton’s Pigwalk parade attracting tens of thousands of visitors.

Industry leaders also emphasised the need for stronger marketing and government support to promote Stoke-on-Trent ceramics internationally and address challenges such as skills shortages and rising energy costs.

By combining heritage, industry, education, and tourism, the Beyond the Bottle Oven Tour aims to help visitors understand the full story of Stoke-on-Trent ceramics, from historic bottle ovens to modern factory floors.

Book the Beyond the Bottle Oven Tour

Visitors interested in experiencing the story of Stoke-on-Trent ceramics from past to present can now book onto the Beyond the Bottle Oven Tour, which combines heritage and industry in one guided experience.

The tour includes:

• A guided tour of Gladstone Pottery Museum
• Potters lunch at the Gladstone Café
• A behind-the-scenes visit to Duchess China 1888 Ltd factory in Longton

Tour details

• Group size: Maximum 12 people
• Price: £45 per person
• Duration: Approximately 3–4 hours

Upcoming tour dates

• 25 March – 10:30am
• 22 April – 10:30am

To book

• Email: gladstone@stoke.gov.uk
• Telephone: 01782 237777

Spaces are limited to ensure visitors can safely experience the working factory environment, so early booking is recommended.