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Waitrose doubles local and regional gin range

Published:  26 March, 2018

Waitrose has more than doubled its local and regional gin range with the addition of thirteen new artisan variants of the spirit since the beginning of the year.

Sourced from small distilleries across the UK, six of the gins were rolled out last month with the additional seven variants rolling out into selected stores from the end of this month, with “many of the 13” making their supermarket debut.

The roll out meant half of Waitrose shops would now have a locally-sourced gin for customers to enjoy that have been distilled by small suppliers within approximately a 30-mile radius of the stores, said the retailer.

“Over the past year we’ve been working closely with small, local distilleries across the country to bring more artisan gin to our shelves - it’s always great to work with smaller suppliers who might be just starting out or who have very local roots to some of our shops,” said David Goddard, local and regional assistant buyer, Waitrose.

The gins rolling out at the end of this month comprise Mr. Hobbs, Willow Tree, Anno, Manchester Three Rivers, Alnwick, Nelson’s Rhubarb and Custard, with the earlier launches including Conker, Silverback, City of London Dry Gin, Marylebone Gin, St Giles, Liverpool Gin and Fifth Spire.

“The rise of craft gin certainly shows no sign of slowing - it’s the most popular spirit we sell. People across the country are experimenting with making their own gin cocktails, which are becoming more exotic than ever. That’s why artisan gins, which are usually infused with unique flavours and aromas, really appeal to our customers,” said Goddard.

The roll out forms part of Waitrose’s long-term strategy to support small suppliers - it currently sells more than 2,500 locally and regionally sourced products from over 600 producers.