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Warner Edwards revamps gin range

Craft distiller Warner Edwards has boosted its bottling capacity and is rolling out new premium packaging across its upmarket gin range.

Warner Edwards rolls out revamped gin branding
Warner Edwards rolls out revamped gin branding

The distillery has taken on a new industrial unit close to its Northamptonshire distillery to bottle the gin, which will allow it to triple its output.

“Before we could bottle around 300 or 400 bottles a day, whereas now we have streamlined the packaging, we can do 1,000 bottles a day,” co-founder Tom Warner told The Drinks Business.

It is also rolling out revamped packaging across its four-strong gin range this month. The more sophisticated packaging has been designed to push premium quality cues and underline the gins’s British craft provenance, Warner said, as well as highlighting the botanicals used in each of the four gins.

“The brand previously appealed more to male consumers than female ones, but this will make it more gender neutral and give it greater stand out in the hyper competitive gin category,” he said.

It follows marks a major step up for the brand, which was set up by Warner and his business partner Sion Edwards in 2012. It recently won listings for its Elderflower Infused Gin in 199  Marks & Spencers stores, and Booths will stock its Harrington Dry Gin and Victoria’s Rhubarb Gins from 1 October. The company is supporting both listings with in-store tastings and POS promotional activity to drive awareness and sales, it said.

All four of its core flavours are also available across the John Lewis estate.

 

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