Australian gin brand Four Pillars has secured its first major retail listing in the UK through British supermarket Waitrose.
The brand’s Bloody Shiraz Gin will be available in more than 200 Waitrose stores across the UK.
Four Pillars said it had secured a strong footprint in the UK on-trade and independent outlets since 2015. The deal with Waitrose marks the first time the brand has gained a major national retail listing.
Stuart Gregor, co-founder of Four Pillars, said: “The UK is our biggest market outside of Australia and this listing marks a huge step forward for us. We think (and now know) that our Bloody Shiraz is the best bloody gin in the world, and we can’t wait to get more of it to our gin-loving friends across Britain.”
In July 2019, Australian gin Four Pillars ended its UK distribution deal with Love Drinks and moved to Cask Liquid Marketing.
First released in 2015, Bloody Shiraz Gin is the brand’s second best-selling product after the core Four Pillars Rare Dry Gin. Every year, the brand releases a new vintage of the gin, which is made with Shiraz grapes.
The 2020 Four Pillars Bloody Shiraz Gin was released in early July, a month later than usual. The brand said it was fortunate that its Shiraz grapes in Yarra Valley were able to survive the Australian wildfires.
The resulting liquid has notes of pine forest, white pepper, plum and spices.
According to the brand, between 2015 and 2019 Australian-made gin sales rose by 356% globally and Four Pillars was responsible for 53% of that growth.
Four Pillars said it is now Australia’s fastest growing spirit and the third largest premium gin brand in the market, behind Bacardi-owned Bombay Sapphire and Diageo’s Tanqueray.
Last month, Four Pillars added a savoury gin to its range, which has been infused with olive leaf and oil.
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Author: Nicola Carruthers