The Instil Drinks Company is a trading arm of Bibendum PLB Group, one of the UK’s most powerful independent drinks companies.
The company is taking on NB Gin, NB Gin Navy Strength and NB London Dry Citrus Vodka and will act as exclusive distribution agent for all three, focusing on England and Wales.
The deal will see the spirits being supplied to all sectors of the on-trade and off-trade, including wholesalers, other distributors, Michelin-starred restaurants, independent pubs, and premium retailers. It’s expected to result in a major uplift in UK sales for NB Distillery over the next 18 months.
Instil focuses on high-quality, passionate producers rather than mass-market brands and the diversity of its portfolio, which features a range of products from all over the world, is unmatched. The company has already been instrumental in the success of spirits such as Crystal Head Vodka, Cognac Ferrand and Plantation Rum.
Vivienne Muir, CEO of NB Gin, says: “Instil seeks out on-trend, authentic and distinctive products to fill the gaps where retailers and on-trade outlets need to differentiate themselves from their competitors and meet the increased demand of their customers for something original.
“We’re truly delighted that our spirits are befitting of their portfolio, having been selected from hundreds of other potential brands from across the world, and we’re very excited about the platform this gives us to move them to the next level.”
Mark Johnson, MD of Instil Drinks Company says: “With the gin revolution going from strength to strength, we were truly spoilt for choice when it came to selecting our new line-up. We only picked the highest quality artisan gins, making sure they all had something distinctive to offer our portfolio, and NB Gin does exactly that. We liked it for its ‘purist’ style and the fact that it reflects the traditional tastes of premium gin.
NB Gin predicts that by 2017 it will be embedded into multiple overseas markets, enabling revenue to grow by around six times and for exports to account for three quarters of its total sales.