C&C relaunches Squire’s gin and Odessa vodka


odessa squiresSquire’s London Dry Gin has been revived and relaunched into the on-trade by C&C Group alongside Ukrainian vodka Odessa.

New packaging for Squire’s, a popular brand from the 1960s, combines imagery of the botanicals used in production with the image of a squire that was featured on the previous label design.

With an ABV of 37.5%, it has notes of juniper, coriander and angelica on the nose alongside lemon zest and parma violets, according to the brand owner’s notes.

It is reportedly named after Squire Thomas Pope of Dorset whose descendants were a well-known Dorset brewing family. The gin was taken on board the yacht Gypsy Moth III by Sir Francis Chichester on his record-breaking single-handed voyage from Plymouth to New York in 1962.

Odessa is a Ukrainian-style triple-filtered vodka which, like Squire’s, is being positioned as a house pouring brand. With a stylish black logo and contemporary label design, the vodka’s new packaging aims to give it a more premium feel and greater stand-out on the bar.

The two brands were part of a package of wines and spirits bought last year by C&C Group which has put them into its trading division, International Wine Services (IWS).

IWS commercial director Shaun Goode said: “We are excited to be able to offer these fantastic spirit brands as part of our growing range. We know that many of our customers are looking for great-looking and tasting house vodka and gin, but also want to be able to maximize their margin opportunity.

“The addition of these brands is a natural progression for us, building on our strategy of providing great-quality accessible brands to the on-trade, including wine brands such as Oliver & Greg’s, Moondarra, Cape Promise and Trulli.”

The full IWS range, including Odessa vodka & Squire’s London Dry Gin, is available direct to existing Tennent’s customers in Scotland and Northern Ireland, via Wallaces Express in Scotland and northern England, and via other partner wholesalers across England, Scotland and Wales.


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