Duty Free Global and Isle of Wight Distillery announce a new global travel retail partnership

Isle of Wight Distillery enters a new global travel retail partnership with Duty Free Global

Duty Free Global (DFG) and Isle of Wight Distillery (IOWD) have announced a new partnership, with DFG now representing the brand in global travel retail (GTR).

The island’s first and only distillery, and the home of Mermaid Gin, the Isle of Wight Distillery was founded by Xavier Baker and Conrad Gauntlett in 2014. Rooted in the natural landscape of a unique island, IOWD’s small team distils coastal spirits shaped by stunning surroundings and the unique character of its island home.

The Mermaid collection is presented in sculpted bottles, crafted from recyclable glass, with a sustainably sourced natural cork and compostable tamper-proof seal. In 2022, the distillery achieved a substantial sustainability goal of becoming a B Corporation, joining a global, progressive community of organizations using business as a force for good, balancing profit with purpose and people. The IOWD describes itself as “purpose-driven, inspired by the natural world to create premium, hand-crafted spirits and working in connection with nature”.

Taking the plunge: Mermaid Gin looks set to hit the global travel retail market

Mermaid Gin and its varieties are popular across the UK and overseas, with the brand selling very well in Avolta stores in the UK.

Highlighting the distillery’s impeccable CSR credentials, Xavier Baker is currently competing in The World’s Toughest Row 2023, rowing the Atlantic to raise awareness of the preservation of ocean habitats and to raise funds for marine-focused environmental charities. You can follow his adventure on Instagram at @mermaidatlantic2023 or donate at https://mermaidatlantic.com/donate/.

Barry Geoghegan, Founder of Duty Free Global, commented, “As a travel retail specialist company Duty Free Global are always on the lookout for brands that have the best liquids and best understanding of what today’s travelling consumer is looking for. We believe that we have found a real gem in the wonderful products from the Isle of Wight Distillery to partner with in the GTR channel. We have gained a strong understanding of the gin category and we believe strongly that Mermaid Gin will be a huge success with our operator partners.

“The branding is excellent and the name will resonate with both our airport partners and also the maritime sector in our channel, who will love the association with the ocean. The brand story is so unique and along with the CSR credentials will definitely be a strong pull for our younger consumers who are looking for great liquids. The IOWD is primarily focused on gin, but the range also encompasses excellent rum and vodka. The experience in the IOWD team is second to none and this was one of the other reasons we are so delighted to be working with real professionals from the beverage industry. We will be showcasing this new partnership at all the key travel retail events in 2024 and look forward to bringing the brand to life with our friends in the GTR world.”

Malcolm McClellan, Sales Director of Isle of Wight Distillery, added, “We are delighted to partner with DFG to bring Mermaid to new areas within the GTR market. We’re optimistic that Mermaid will be welcomed by new customers and feel confident that we are in safe hands taking the next step of our journey with DFG. Their expertise within this area is second to none and we’re very happy to have been welcomed into the family”.

Members of the Isle of Wight Distillery team at this year’s TFWA World Exhibition in Cannes