NB Gin, the multi-award-winning craft gin produced in North Berwick, has secured a deal with Instil Drinks Company, which specialises in the distribution and brand development of a hand-picked selection of artisan and authentic spirits, beers, ciders and liqueurs.
The Instil Drinks Company is a trading arm of Bibendum PLB Group, one of the UK’s most powerful independent drinks companies.
The company is taking on NB Gin, NB Gin Navy Strength and NB London Dry Citrus Vodka and will act as exclusive distribution agent for all three, focusing on England and Wales.
The deal will see the spirits being supplied to all sectors of the on-trade and off-trade, including wholesalers, other distributors, Michelin-starred restaurants, independent pubs, and premium retailers. It’s expected to result in a major uplift in UK sales for NB Distillery over the next 18 months.
Instil focuses on high-quality, passionate producers rather than mass-market brands and the diversity of its portfolio, which features a range of products from all over the world, is unmatched. The company has already been instrumental in the success of spirits such as Crystal Head Vodka, Cognac Ferrand and Plantation Rum.
The deal provides a powerful platform to build the reputation and distribution of NB Distillery’s products and represents a pivotal development for the company’s growth in the UK market.
NB Gin is one of only five gin brands to be selected for Instil’s new gin portfolio, which will be unveiled at its 2016 Collection event on 1st March.
Vivienne Muir, CEO of NB Gin, says: “Instil seeks out on-trend, authentic and distinctive products to fill the gaps where retailers and on-trade outlets need to differentiate themselves from their competitors and meet the increased demand of their customers for something original.
“We’re truly delighted that our spirits are befitting of their portfolio, having been selected from hundreds of other potential brands from across the world, and we’re very excited about the platform this gives us to move them to the next level.”
Mark Johnson, MD of Instil Drinks Company says: “With the gin revolution going from strength to strength, we were truly spoilt for choice when it came to selecting our new line-up. We only picked the highest quality artisan gins, making sure they all had something distinctive to offer our portfolio, and NB Gin does exactly that. We liked it for its ‘purist’ style and the fact that it reflects the traditional tastes of premium gin.
“We were also very impressed with NB Vodka as it’s very classic, very natural, of the highest possible quality and has a smooth and distinctive long taste.”
Instil’s selection criteria include evaluation of the packaging, taste quality, style of liquid and price point. The most important factor, however, will always be the taste quality and every spirit it selects must be able to ‘hold its own’ in a blind tasting.
Since its UK launch, there has been overwhelming demand for NB Distillery’s spirits and they’re stocked in a very long list of high-end hotels, bars, shops and restaurants across the country.
The word is quickly spreading beyond the British Isles too and they’re now being sold in a number of overseas markets including the US, Australia, France, Spain, Germany, Denmark and Belgium, with strong interest also coming from Hong Kong, China and Canada.
The company predicts that by 2017, it will be embedded into multiple overseas markets, enabling revenue to grow by around six times that of year one and for exports to account for three quarters of its total sales.
NB Gin and NB Gin Navy Strength are made at NB Distillery Ltd. The retail price in the UK per 70cl NB Gin bottle is from £28.50, and the price per 70cl NB Gin Navy Strength bottle is from £45.
Only eight botanicals will ever go into NB Gin; juniper, coriander seed, angelica root, grains of paradise, lemon peel, cassia bark, cardamom and orris root. And it will only ever be produced in small batches – no more than 100 litres at a time so the company can be 100 per cent sure that it’s perfect.
About NB Vodka
NB London Dry Citrus Vodka is produced at NB Distillery Ltd, and the retail price in the UK per 70cl bottle is from £28.50.
NB Vodka is the world’s first London Dry citrus vodka. It’s not a ‘flavoured’ vodka, however. All the taste comes purely from the botanicals used in the extremely stringent London Dry distillation method and absolutely nothing is added after this. It is distilled with lemon, coriander seed and cassia bark.