Tie-up will accelerate growth
Distribution deal takes NB Gin south
The agreement is with Instil Drinks Company which specialises in the distribution and brand development of a selection of artisan spirits, beers, ciders and liqueurs.
Instil is a trading arm of Bibendum PLB Group, one of the UK’s most powerful independent drinks companies.
It focuses on niche, rather than mass-market brands and it will act as exclusive distribution agent for NB’s range, in all sectors south of the border, including wholesalers, other distributors, Michelin-starred restaurants, independent pubs, and premium retailers. It is expected to result in a major uplift in UK sales for NB Distillery over the next 18 months.
NB, based in North Berwick, said the deal provides a platform to build the reputation and distribution of its products and represents a pivotal development for the company’s growth in the UK market.
Vivienne Muir, chief executive of NB Gin, said: “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, managing director of Instil, said: “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.”
NB 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. It expects turnover to hit £1 million by 2019.