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Craft distiller guns for global giants with new Classics duo

Published:  01 February, 2018

A London distiller is gunning for the global drinks giants with the launch of a new duo of affordable craft spirits aimed at the pub trade.

Bimber Distillery’s London Classics – a gin and a vodka – join a range of whiskies, white spirits and flavoured vodkas all produced in small batches in west London.

“The London Classics were born out of a desire to challenge the status quo of what is traditionally found in the ‘speed rail’ of house pour spirits,” said head of sales Adam Trethewy.

“Dominated by mainstream spirits owned by global companies, the house pour spirit market to date has consisted of mass-produced, uniformed and tasteless spirits. Frustrated with this lack of creativity, individuality and value for money, we’ve created a unique pair of spirits that challenge the norm and reintroduce character and flavour into the glass.”

London vodka sells for £19.95 in retail for 70cl and £15.49 to the trade. London Gin retails for £20.45, with a trade price of £15.89, although further discounts are available for larger volume deals.

While prices may be higher than house pour staples of the likes of Smirnoff and Gordon’s, Trethewy says the duo have certain key advantages over the big brands: provenance, quality and bottle design.

“The London Classics are 100% made in London,” he said. “We have a strong emphasis on provenance and skilfully selecting ‘best of the best’ ingredients from all over England. We’ve chosen a bottle design with bartenders in mind – the style chosen works well both in the speed rail or on the bar when pouring.”