Mast-Jaegermeister UK (MJUK) is moving into the gin category, adding a small batch super-premium gin from Germany to its portfolio.
Hand-crafted and bottled at the Altona Distillery in Hamburg, Germany, Gin Sul is made using fresh lemons and gum rockrose from the Western Algarve, which are said to capture the fragrant aroma of the Portuguese coast, plus water from Lüneburg Heath that has been filtered through ice-age shingle.
Once the gin has been crafted with botanicals including organic juniper, fresh rosemary, coriander, rose blossoms, lavender and cinnamon, it is bottled in white glazed and screen-printed stoneware bottles.
Mast-Jaegermeister UK will market and distribute the brand in the UK. The move marks the beginning of a new business strategy and is the first time MJUK has worked to a portfolio model.
Guy Lawrence, CEO at Mast-Jaegermeister UK, commented: “We’re incredibly excited to welcome Gin Sul into the Mast-Jaegermeister UK brand family.
“It’s a hand-crafted, exceptionally high-quality product which truly embraces its roots – remarkably in regions 3,000km apart in both Germany and Portugal. Gin Sul has a rich and engaging story to tell, aligning perfectly to our values and industry expertise at MJUK, making it a natural fit.
“We see a great deal of potential for Gin Sul as the UK market continues to embrace gin, and furthermore, consumers trade up to craft brands that deliver on quality drinking experiences.
“Gin Sul’s unique background and positioning make it an ideal proposition for the UK on-trade as bartenders seek out gin brands with distinction and a flavour profile that lends itself well to a range of serves.”