Spirit Cartel takes on Burleighs Gin to drive growth

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The owners of Burleighs Gin have teamed up with premium spirits specialist Spirit Cartel to grow the brand in the UK.

The artisan range, produced at its own distillery in Leicestershire, will be targeted at the on-trade, including high-end cocktail bars, as part of the new distribution partnership.

Burleighs managing director Alex Turner said: “We are delighted to be forming this partnership with Spirit Cartel, a company that shares the same values and ambition to take over the world as we do at Burleighs gin.

“We are excited to be part of their portfolio of handpicked, premium brands and we believe that our delicious Burleighs gins will fit beautifully. We look forward to growing our brand together with the team from Spirit Cartel.”

Inspired by the Leicestershire woodland where the distillery is located, the Burleighs London Dry Gin range, founded in 2014, features three expressions: Signature (40% ABV), Export Strength (47% ABV) and Distillers Cut (47% ABV). Last year, they added Pink Edition (40% ABV), made with the addition of Japanese cherry blossom, hibiscus, rose and pink grapefruit to the London dry recipe.

The core recipe uses 11 botanicals including silver birch, dandelion, burdock and elderberry. The gins have been created by master distiller Jamie Baxter. He was joined last year by Alex who previously headed brand advocacy and training at Bacardi Brown-Forman Brands and also worked at Enotria & Coe.

Spirit Cartel’s general manager David Hood said: “The blend of craftsmanship that Jamie Baxter brings and now the industry knowledge and credibility that Alex Turner has added means we felt this was an opportunity not to be missed.

“We are truly delighted to be representing Burleighs Gin in the UK. Like us, they are an independent business who are not afraid to take risks. We already have some joint activity planned that will keep Burleighs at the fore of the UK spirits market.”

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