Enotria&Coe acquires Gin Foundry
UK-based drinks distributor Enotria&Coe has acquired craft gin review site and retail platform Gin Foundry in a bid to boost its direct to consumer sales.
As part of the agreement, Gin Foundry, founded in 2014 by brothers Oliver and Emile Ward, will be absorbed into Enotria&Coe’s operations.
“Adding Gin Foundry into the E&C family brings two clear benefits to our business. First, their experience in editorial, retail and event environments further our direct-to-consumer capacity,” said Enotria&Coe’s CEO, Troy Christensen.
“The second major benefit is strengthening our spirits insight and education. Gin Foundry has demonstrated its ability to successfully educate within the spirits category. We’re delighted to tap into this and enrich our capability to better service our valued trade customers,” he added.
Gin Foundry’s retail site, Gin Kiosk, enjoyed a 400% increase in sales during lockdown. The website, which sells gin, vermouth and bitters, will relaunch with a new look this month, with further events and campaigns to follow this year.
“Continuing on from our already close working relationship, we’re thrilled to become fully part of Enotria&Coe. From a retail perspective, there’s an incredible opportunity to supercharge what we have done for the gin category and replicate it within other spirits,” said Gin Foundry co-founder, Emile Ward.
Olivier Ward added: “The spirits landscape has changed dramatically in the past five years, gin in particular, with continuous education around brands key to understanding what’s in the bottle.
Outside of gin reviews and features, Gin Foundry publishes books and hosts the wildly popular Junipalooza Gin Festival in London and Melbourne, which is now in its seventh year.