A selection of brands from Mangrove Global’s stellar independent spirits portfolio are being brought to discerning UK customers nationwide, through an extended partnership with Waitrose. The partnership will bring five new listings to the supermarket’s spirits shelves, as well as increased distribution of existing SKUs from premium tequila brand VIVIR and innovator in British spirits, East London Liquor Company.
From the 5th August, Waitrose stores up and down the country will introduce some of Mangrove’s innovative brands to the illustrious drinks shelf. These include Stauning HØST whisky, Molinari Sambuca, VIVIR Café Liqueur, Bearface whisky, and Chairman’s Reserve Spiced rum. VIVIR’s existing Blanco, Reposado, and Anejo SKUs will enjoy a sizeable increase in distribution up to as many as 250 stores, with East London Liquor Company’s Kew Gin, increasing distribution up to 60 stores.
Waitrose has become known as a pioneer of taste and quality; a supermarket that offers the fresh and interesting curated range that’s often found within specialist retail. And this reputation in turn caters to the discerning tastes of their customers. Independent producers are a vital part of such a range; often innovating in terms of flavour, process, and featuring the best of ingredients, and these high-quality liquids are ideally suited to those exploring the Waitrose shelves for a new favourite.
John Vine, Partner and Spirits Buyer at Waitrose said:
Waitrose is dedicated to bringing the best products to its customers, and in the spirits aisle, bringing interest and added value in the form of new and exciting SKUs from producers who aren’t afraid to do things differently.
The Mangrove portfolio is bursting with brands that fit that bill to a tee; high-quality, fresh, and a little bit different. And as spirits enthusiasts ourselves – we can’t wait to see them hit the shelves of our stores, nationwide.
The partnership fostered by the teams at both Waitrose and Mangrove Global is one that’s based on trust and collaboration. The prioritisation of quality and desire to spark interest with the range drives both businesses – and the great British drinker will now benefit from that combined effort.
Helen Barugh, Channel Director for Grocery at Mangrove Global said:
It’s one of the perks of this job, being able to collaborate with retailers and the buyers therein. But when you have a retailer like Waitrose, who is ahead of the trends, excited by innovation, and cares for the quality and taste of each liquid – it really is an absolute pleasure.
We’ve worked with John and his team to bring this selection of our portfolio in-store, and with that, Waitrose customers will be introduced to delicious new spirits that feature all the provenance and innovation that independent brands are driving in the industry.
You’ll find the new SKUs from VIVIR, Stauning, Molinari, Bearface, East London Liquor Company, and Chairman’s Reserve in nationwide branches of Waitrose from 5th August.