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Warner Edwards secures major export deal with Germany’s largest supermarket

Northamptonshire-based craft distiller Warner Edwards has secured its most lucrative export deal to date after signing a deal with Germany’s Edeka group, the largest supermarket chain in the country.

Warner Edwards’ Harrington Dry Gin, Victoria’s Rhubarb and Harrington Elderflower Gin will go on sale across 1,000 selected stores in North Rhine-Westphalia.

The brand hopes that its three core values – farm-made, hand-finished and “steeped in provenance” – will resonate with German gin drinkers.

Errnst Rusche, buyer at Edeka, said: “Over the past few years we have seen strong growth within our artisan spirits category and Germany’s consumers continue to see an increase in the value of imported premium British gins.”

“As pioneers in the flavoured gin sector in the UK it seems an obvious choice to stock a good-quality premium British product like Warner Edwards on our shelves.”

When asked by the drinks business if Germany was a market the distillery had been targeting, co-founder Tina Warner-Keogh said: “It was a mixture of luck and determination. Gin is fizzing globally but Germany is really starting to kick-on and consumers are really starting to play with and enjoy variety in gin offerings.”

“The original approach came very organically via a great German-based fan that fortuitously also works for Edeka, he approached us and we jumped at the chance, our natural authentic flavours, distillation process and real love of what we do here on the farm really resonated and we are delighted to be working with such a great organisation”.

Warner Edwards will also be releasing its rhubarb and elderflower variants across 400 Marks & Spencer stores and putting is elderflower expression on shelves at Waitrose.

Co-founder Tom Warner added: “My wife Tina and I have worked incredibly hard since launching Warner Edwards back in 2012, with a goal of saving the world from mediocre gin.”

“The increase in international demand in the market for craft spirits proves that consumers’ taste palates are becoming increasingly sophisticated and looking for real provenance, therein lies a great opportunity for high quality and pioneering products. We are delighted to be gaining recognition as ‘champions of flavour’ beyond the UK markets and contributing to flying the flag for British exports”.

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