Craft Spirits
Isle of Wight Distillery balances profit with purpose
Founded in 2014, the Isle of Wight Distillery is renowned for producing artisanal small-batch spirits that celebrate the natural beauty and heritage of the English island. Its hero brand, Mermaid Gin, is a London dry gin made with locally sourced, sustainable botanicals.
The distillery has a strong focus on environmental responsibility, reflected in both its ingredients and packaging. Key botanicals in Mermaid Gin include rock samphire, elderflower and hops, all harvested from the Isle of Wight landscape.
The B Corp-certified distillery is committed to balancing profit with purpose across its entire portfolio, which includes Mermaid Pink Gin, Mermaid Zest Gin, Mermaid Salt Vodka and Mermaid Spiced Rum.
The distillery has used plastic-free bottles since 2019 and regularly monitors its carbon footprint
Each expression is crafted using traditional distilling techniques and locally sourced ingredients. The Mermaid Pink Gin, for instance, features strawberries grown in the island’s Arreton Valley, while the Mermaid Spiced Rum is finished with botanicals such as rock samphire and local honey.
In recent years, Isle of Wight Distillery has expanded its footprint in travel retail, with a notable debut at the TFWA World Exhibition in Cannes last year.
The brand is distributed by Duty Free Global in the channel, helping it reach a wider audience as demand for craft spirits grows among travellers.
The signature gin’s name was inspired by its lead botanical rock samphire, known locally as ‘mermaid’s kiss’
Isle of Wight Distillery Sales Director Malcolm McLellan is optimistic about the future: “The demand for craft spirits is anticipated to grow in 2024- 2025, particularly with passenger numbers increasing and lower costs in travel retail compared to high-street outlets.”
A key element in the distillery’s strategy is the introduction of channel-exclusive one-litre versions of all stock keeping units for travel retail, alongside packaged gifting options.
McLellan emphasises that retailers can support its growth by highlighting key brand values, such as the distillery’s commitment to sustainability and its strong sense of place.
Isle of Wight Distillery Sales Director Malcolm McLellan emphasises sustainability has long been central to Mermaid Gin’s ethos
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
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