Isle of Wight Distillery, owner of Mermaid Gin, has named Duty Free Global to represent it in global travel retail.
The Isle of Wight Distillery was founded by Xavier Baker and Conrad Gauntlett and is the only distillery on the island. It offers sustainably made coastal spirits inspired by the island’s natural surroundings.
Mermaid Gin, its hero brand, is presented in sculpted bottles made from recycled glass and sustainably sourced natural cork with a compostable tamper-proof seal. According to Duty Free Global, it is currently selling well with Avolta in the UK.
Sustainability is a key pillar for Isle of Wight Distillery, which achieved B Corp certification in 2022. Adding to its CSR credentials, Co-Founder Baker is currently competing in The World’s Toughest Row 2023. Baker is rowing the Atlantic to raise awareness about the preservation of ocean habitats and to raise funds for marine-focused environmental charities.
Duty Free Global Founder Barry Geoghegan commented: “As a travel retail specialist company Duty Free Global is always on the lookout for brands that have the best liquids and best understanding of what today’s travelling consumer is looking for.
“We believe that we have found a real gem in the wonderful products from the Isle of Wight Distillery to partner with in the global travel retail channel. We have gained a strong understanding of the gin category and we believe strongly that Mermaid Gin will be a huge success with our operator partners.
“The branding is excellent and the name will resonate with both our airport partners and also the maritime sector in our channel, who will love the association with the ocean.”
Geoghegan continued: “The brand story is so special and along with the CSR credentials will definitely be a strong pull for our younger consumers who are looking for great liquids.
“The Isle of Wight Distillery is primarily focused on gin but the range also encompasses excellent rum and vodka. The experience in the team is second to none and this was one of the other reasons we are so delighted to be working with real professionals from the beverage industry.
“We will be showcasing this new partnership at all the key travel retail events in 2024 and look forward to bringing the brand to life with our friends in the channel.”
Isle of Wight Distillery Sales Director Malcolm McClellan added: “We are delighted to partner with Duty Free Global to bring Mermaid Gin to new areas within the travel retail market.
“We’re optimistic that Mermaid Gin will be welcomed by new customers and feel confident that we are in safe hands taking the next step of our journey with DFG. Their expertise within this area is second to none and we’re very happy to have been welcomed into the family.” ✈
