Didsbury Gin ties-up with leading distributor to expand UK presence

Manchester-based spirits brand Didsbury Gin has signed up with the C&C Group to distribute its products in the UK.

Didsbury Gin, led by Mark Smallwood and Liam Manton, and which won investment from former Dragon Jenny Campbell back in 2018, said the deal will help boost its brand presence, increasing its distribution and availability in on-trade and wholesale channels.

The five-year deal will see its range exclusively distributed through the C&C Group’s wholesale businesses Bibendum, Matthew Clark and Tennent’s Wholesale.

C&C Group commercial director Clara Shand said: “Didsbury Gin’s passion for the category and sustainable credentials, using ethically-farmed, British fruit in all their products, make them a perfect partner for C&C.

“We are excited to have them on board and are looking forward to working together to drive sales and category growth in the on- and off-trade,” she added.

Since appearing on Dragons’ Den in 2017, domestic sales of Didsbury Gin have shot up.

Last month Didsbury Gin reported record revenues of £3m year for 2020, up from £1.3 in 2019, with online business sales soaring by 600 per cent as people were forced to stay indoors during lockdown.

Mark Smallwood and Liam Manton

Didsbury Gin founder Liam Manton said: “Didsbury Gin is a brand worth more than £3m and it’s moving from strength to strength. It was important for us to find the right partner that can help us support our ambitious growth plans within the on-trade. C&C is that partner.”

During the pandemic, the co-founders also chose to switch production at their distillery to produce hand sanitiser, managing to capitalise on the demand for at-home cocktails and gin and tonics.

To ramp up its online offering, Didsbury Gin launched a brand-new look website, subscription service and bespoke boxes in partnership with Snaffling Pig to cater for those looking to recreate the bar experience at home.