Hi-Spirits to distribute New Zealand’s Scapegrace Gin

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Drinks: Gin
Location: England, New Zealand

Sazerac-owned spirits distributor Hi-Spirits has agreed a deal to distribute New Zealand brand Scapegrace Gin in the UK.

ScapegraceThe 42.2% abv gin is produced by the Rogue Society Distilling Co, distilled in New Zealand using spring water sourced from the country’s Southern Alps. The spirit is batch-distilled using a restored 19th century copper whisky still, with each batch individually numbered, and is described as complex with citrus notes with subtle floral and spice undertones.

Hi-Spirits managing director Dan Bolton said that consumers are seeking out more global products: ‘Scapegrace is a great addition to our gin portfolio, as a premium spirit that carries New Zealand’s reputation for clean, fresh flavours with it,’ he said.

‘Consumers increasingly enjoy a range of gins and gin serves in their drinking repertoire. Along with offering on-trade and off-trade retailers classic and modern gins, both British and global, we’re helping them to plan their ranges and segment the gin category to meet consumer expectations.’

The partnership between Hi-Spirits and Scapegrace comes as UK gin sales continue to grow. Analyst Mintel estimates that total gin sales were worth £1bn in 2015, and will top £1.3bn by 2020.

Hi-Spirits says it will back the launch with a dedicated brand ambassador and marketing activity, including a branded Scapegrace Gin camper van which will be offered as a consumer prize for festival trips as well as operating as a pop-up bar. Sampling, POS, and on-trade staff training are also planned.

About Author

Claire Dodd

As a freelance journalist, Claire has written about pretty much any topic you can imagine, from which are the best sausages, to how to flood-proof your home. However, her writing on drinks began when she landed a job as a features writer for the Publican magazine in 2007. Adjusting to a lifestyle of sampling the best drinks from around the world was tough, but someone had to do it. Having left the title in 2011, today Claire focuses on drinks and travel writing for both consumer and trade titles. Aside from searching the globe for the best drinks, and the nicest spots to consume them, she also judges global brewing competitions and keeps an eye on the business moves of the on-trade.

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