New product round-up

New look for London Pride, Canadian craft spirits sign UK deal

By Stuart Stone

- Last updated on GMT

More pours: which new products have launched in the past week?
More pours: which new products have launched in the past week?

Related tags Beer Spirits Whisky Gin Fullers Canada Ireland Sport

In addition to news of a two-year British and Irish Lions partnership and brand revamp for London Pride, this new products round-up includes updates from a trio of Canadian craft spirits and English Whisky Co.

English Whisky Co moves distribution to Mangrove UK

The English Whisky Co has appointed Mangrove UK to manage its distribution in the UK.

“With the ever-increasing interest and demand for English whisky in the UK, we wanted to partner with a company that could both help us support our existing customers and develop new avenues for our range of multi award winning whiskies and liqueurs,” Mike Fisher, head of sales at the English Whisky Co, commented. 

“Having known some of the Mangrove team for a long time, we will be able to work well together in pursuit of the common goal of providing the UK drinks market with great quality products and service.”

Nick Gillett, managing director at Mangrove UK added: “We see The English Whisky Co. as a perfect choice across all channels, with a flavour profile that is loved by the on-trade and a range and strategy that totally supports the independent off-trade with special bottlings and casks.  

“We have a focus on world whisky and the diversity that exists within the category, of which English Whisky will be a cornerstone. 

“The English Whisky Co has a passionate and knowledgeable team paired with a diverse range of high-quality products which resonates with our ethos.”


Fuller’s London Pride unveils new brand identity 

The flagship beer of Fuller's Griffin Brewery, London Pride, has unveiled a new look for 2021, comprising a new logo, typography, glassware, pump clip and point of sale materials across both the on and off trade.

“Fuller’s London Pride is an iconic beer and we wanted to celebrate the timeless nature of the brand in a way that will resonate with both established London Pride fans, whilst allowing new consumers to discover its exceptional quality,” Asahi UK managing director, Tim Clay, said of the brand revamp. “The new design represents an exciting next step in the long and storied journey of London Pride.  

“Firmly established within the Asahi portfolio, London Pride sits within an unrivalled line-up of premium brands, and we are committed to building upon its existing strength and heritage to further unleash its potential.”

London Pride

Burleighs Gin secures £250,000 funding 

Leicestershire distiller Burleighs Gin has secured a £250,000 investment from the Midlands Engine Investment Fund (MEIF), provided by The FSE Group, to broaden its operations, create five full-time jobs and add two new products to its range. 

The funding will also allow the company to further establish its export sales and increase its presence in Europe and the Far East.  

“This is a very exciting time for Burleighs Gin,” Sam Watson, commercial director of Burleighs Gin, said. “We have a clear vision of where we want to take our business – expanding the brand overseas and continuing our growth in the UK.” 

“The Covid-19 pandemic has caused devasting impacts across the hospitality industry – these restaurants and bars made up a large proportion of our trade. So, the survival of the distillery depended on its diversification.”

“We had to pivot significantly quickly to online and direct-to-consumer sales, as well as virtual gin tasting experiences, rather than our very popular distillery experience days and gin-making sessions.”

Chirag Mistry, fund manager at the FSE Group, added: “We are proud to have supported Burleighs Gin with its expansion plans. 

“The job creation will have a positive impact on the local economy and further strengthen the future of the business. 

“Through the Midlands Engine Investment Fund, The FSE Group is committed to providing finance for innovative Midlands’ businesses with the potential to grow.”


Speciality Brands adds Canadian craft trio to spirits portfolio 

Corby Spirit and Wine Limited and premium spirits agency Speciality Brands have signed a UK distribution agreement which will see three of Corby’s craft Canadian spirits join the company’s roster from 1 April.

Lot No. 40 Canadian rye whisky, Pike Creek Canadian whisky and Ungava gin will join Nikka from Japan, Michter’s from Kentucky, Kavalan from Taiwan and Canaïma gin from Venezuela in Speciality Brands’ portfolio. 

“We are delighted to join forces with Speciality Brands on these great brands following their successful introduction to the market by Pernod Ricard UK,” Stephane Cote, Corby vice president of new business ventures, said. 

“Speciality Brands has a proven track record of building craft spirit brands in the UK, and we are excited at the prospect of introducing more consumers to our Lot No. 40, Pike Creek and Ungava brands.” 

Chris Seale, managing director of Speciality Brands added: “Corby creates high quality Canadian spirits with genuine provenance and heritage and we’re delighted to add these brands to the Speciality Brands family.  

“They’re well positioned to take advantage of the growing appetite for World whiskies and gins. 

“We’re really excited by the opportunity they represent and to further grow their footprint in the UK.” 


Grace O’Malley Blended Irish Whiskey launches in UK market 

Award-winning premium Irish whiskey and spirits brand Grace O’Malley has announced the launch of its flagship whiskey, Grace O’Malley Blended Irish Whiskey into the UK market.

Boasting one of the highest malt contents in the blended whiskey category at 46%, Grace O’Malley Blended Irish Whiskey is dedicated to the legendary 16th​ century Irish Pirate Queen. 

“We are very excited to share the story of Grace O’Malley with the UK market through our premium whiskeys,” Stephen Cope, founder and managing director of Grace O’Malley Spirits commented. 

Grace O'Malley

Fuller’s London Pride announced as official beer of The British & Irish Lions 

Fuller’s has announced a two-year partnership with The British & Irish Lions which will see London Pride become the team’s official beer.

Fuller’s will launch the partnership with its Roar with Pride campaign, offering supporters a range of VIP experiences around the Lions’ three-test series against Rugby World Cup champions, South Africa. 

The campaign will also look to support clubhouses and grounds across the UK, with Fuller’s set to also announce further promotions in tandem with the Lions. 

The partnership will see the Chiswick-based brewer pouring at the Lions’ historic match against Japan at BT Murrayfield Stadium on 26 June, the first time the Lions have played a Test match on home soil since 2005. 

“We all know that big sporting occasions go hand in hand with an excellent beer, so we are delighted to have agreed this partnership,” Ben Calveley, managing director at The British & Irish Lions, said. 

“London Pride is an iconic brand with a rich rugby heritage and is enjoyed by rugby supporters up and down the land. We are delighted to welcome them to our family of commercial partners and look forward to working together to create a truly memorable Series.” 

Tim Clay, managing director of Asahi UK, added: “Fuller’s London Pride has had a proud association with rugby for many years, so it is very exciting and a real privilege for us to become the official beer of The British & Irish Lions and to be able to display the iconic Lions shield across our product range. 

“The Lions has a special place in the heart of rugby fans throughout the four nations, and we hope to be able to help fans to maximise their enjoyment of the much-anticipated series.”


Round Corner launches New Zealand-inspired beers

Leicestershire-based Round Corner Brewing has launched two new New Zealand-inspired beers in 330ml format to join  ‘Jandals and Togs’ NZ session IPA in the producer’s core range.

A 5.6% ABV pour, 10 Hours in LA uses coveted Riwaka hops which the beer maker claims are rarely available in the UK as they’ve become so popular in New Zealand.

The second addition, Mainland Pilsner is a 5.2% pour brewed with Nelson Sauvin hops. 

Round Corner

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