Hoxton Spirits teams up with Maverick Drinks
East London-based drinks company Hoxton Spirits has joined forces with the Atom Group’s UK distribution business Maverick Drinks. db reports.
The company, which revealed a bottle makeover in 2023 as well as adding three new spirits to its line-up, had been on the lookout for the next stage of its business following entering administration and has now set its sights on expanding its distribution.
The latest partnership is set the brand back on its feet and is now set to assist in Hoxton Spirits’ full range becoming much easier to discover and buy. Plus, the deal will also include all of its portfolio of six spirits, primarily: Hoxton Tropical Gin; Hoxton Dry Gin; Hoxton Pink Gin; Hoxton Banana Rum; Hoxton Spiced Whisky and Hoxton London Spritz.
Speaking to the drinks business, Hoxton Spirits founder Gerry Calabrese said: “We see huge potential in key cities like London, Manchester, and Edinburgh, where curiosity for bold, high-quality spirits continues to grow.”
A perfect fit
Alignment with a company that shares a similar outlook has also been flagged as highly important for this next step into gaining more exposure and recognition. This makes the partnership all the more fitting since, according to Calabrese, the deal with Maverick Drinks is “a perfect fit for Hoxton”.
Partner Content
Describing why, Calabrese told db that Hoxton has “always aimed to bring a fresh, creative energy to the spirits world, and Maverick’s experience in championing distinctive, premium brands makes them the ideal partner to help us do that”.
The flavoured spirits sector, which grew to a value of US$16.03 billion in 2021, has been forecast to be valued at US$50.77 billion by 2029. Despite this, the sector has felt mounting challenges and has faced economic headwinds that have ended in closure for many businesses from all over the drinks and hospitality industry over the past few years.
Flavour-first
Tipping his hat to Calabrese being a drinks maverick himself, Maverick Drinks CEO and founder Justin Petszaft explained: “We’re excited to welcome Hoxton into the Maverick family. We’re a natural fit for rebels who challenge the status quo, and a drinks maverick like Gerry Calabrese belongs with Maverick Drinks. What he’s created in Hoxton with their flavour-first mindset and first-rate liquid is right up our street.”
Hinting at where the partnership could go from here, Calabrese also noted that Maverick Drinks’ “nationwide reach and deep relationships across the trade will be key in driving visibility and availability for Hoxton” which shows that the brand owner has set their sights on further expansion for the business for the future when the time is right.
Now that the partnership is underway, the collection will be simple to locate online and can be bought directly available from Master of Malt, Amazon and The Whisky Exchange.
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