Love Drinks takes on Swedish gin as Hayman’s takes sales in-house

Herno Gin

Award-winning Hernö Gin from Sweden is to be taken “to the next level” in the UK after joining forces with distributor and importer Love Drinks.

The artisanal range of gins is made with organic ingredients at a distillery on the beautiful High Coast of north-eastern Sweden, headed by founder and master distiller Jon Hillgren. It comprises Dry Gin, Navy Strength at 57% ABV, Old Tom, Sloe gin and Juniper Cask rested in juniper wood barrels, all in 50cl bottles.

Love Drinks has taken on the premium brand as it prepares for the end of its partnership with Hayman’s Gin in 2018 after nine years building its range of English gins in the UK. Love Drinks’ portfolio also includes Four Pillars gin from Australia.

Love Drinks founder Kirsty Loveday said: “We’re delighted to welcome Hernö to the portfolio and Jon and the team into the Love Drinks family. Their passion for their craft, their people and their innovation through liquid aligns perfectly with our own values and philosophy of working with the best.

“The gin category is still in such strong growth in the UK market, and we look forward to taking it to the next level in 2018 with a truly stand-out gin.”

Jon added: “I’m very excited to join Love Drinks and work with such an experienced and proven team. I look forward to working together to make Hernö Gin available to all juniper fans in the UK, and to bring a taste of Scandinavian hygge to the gin category.”

Hayman’s is making the switch as it builds its own UK sales team to coincide with the opening of its new distillery in south London in early 2018.

The brand has outperformed the booming gin category to grow UK sales in every one of the nine years that it has worked with Love Drinks.

Managing director James Hayman said: “The opening of our new distillery marks a new phase for Hayman’s with the home market taking on a new significance as we return to our London roots. We will be investing increasing amounts in marketing the brand within the UK and at this juncture it also makes sense for us to establish a dedicated sales team.”

Hayman’s will continue to work with Love Drinks throughout the first half of 2018 to ensure a smooth transition for customers. James added: “We have really enjoyed working with Kirsty and her team over the last nine years. They have been instrumental in the success of Hayman’s in the UK in that time, which we are very thankful for. I know they are already planning for the future and I wish them every success.”

Earlier this year, Hayman’s announced plans to relocate distillation of its range of English gins back to London to a new distillery in Balham – less than four miles from where the family first opened a distillery in 1863. Launched in 2004, the Hayman’s gin range is currently produced in Witham in Essex.

Hayman's Gin and tonic

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