From potatoes to premium: Edwards 1902 taps NXUS for UK growth
Family-owned Edwards 1902 has joined forces with NXUS Drinks to target the London market, as consumers show growing appetite for premium, handcrafted spirits.
The vodka comes from Elsham Wold Distillery in Lincolnshire, where the team transforms King Edward potatoes into a smooth, single-variety spirit. The range also includes Yorkshire Rhubarb Vodka and a line of flavoured vodka liqueurs, all highlighting Edwards’ focus on provenance and small-batch craft.
The latest addition, Elderflower Liqueur, is a collaboration with Cotswold-based bottlegreen. Made with Edwards 1902 English Potato Vodka and fragrant elderflowers, the floral expression is designed to shine in spritz serves such as the Hugo, as well as twists on the Mojito or Margarita.
Strong listings with a lean team
Despite being a small team, Edwards 1902 has already made its mark on aspirational listings. The brand established its place in Harrods, British Airways, and Michelin-starred restaurants such as L’Enclume in the Lake District, The Fat Duck, and The Unruly Pig. It also collaborates with Dukes London’s cocktail legend Alessandro Palazzi.
The partnership with NXUS will give Edwards more reach and resources, helping to extend these successes in the capital.
NXUS expands portfolio of British spirits
NXUS Drinks launched in October 2023 to support independent premium spirits. The agency champions additive- and sugar-free production, pushes sustainability, and champions British luxury brands where production allows. Its line-up already features Salcombe Gin, New London Light, Khoosh Orange Bittersweet Liqueur, and Café Solo.
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Beyond brand activations, NXUS also supports the trade through initiatives like funding places on The Drinks Trust’s Wellbeing Champions course.
‘A perfect fit for premium drinkers’
NXUS Drinks said it was “thrilled” to add Edwards 1902 to its portfolio. The distributor highlighted how the vodka’s locally sourced ingredients and small-batch ethos “epitomise the kind of premium spirit consumers are increasingly looking for.”
Having originally spoken with the Edwards team back in October 2023, it’s great to now welcome them into the NXUS portfolio.”
With the premium spirits market continuing to grow, the deal strengthens NXUS’s range while giving Edwards 1902 a clear route into London’s competitive on- and off-trade.
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