London Distillery Company bags new international deals with Asia expansion plans

The London Distillery Company has signed several new deals to increase availability of its brands in Asia, through increased demand for British craft spirits in the region.

The distillery, which was first to bring whiskey distilling back to London after more than 100 years, has signed two new deals.

Drinks99 has been appointed as The London Distillery Company’s exclusive distributor in Hong Kong and Macau, while Brand Connect has taken up similar rights for South East Asia - the Brand Connect agreement will see The London Distillery Company craft spirits made available in six further markets.

These include Thailand, Vietnam, Indonesia and Singapore.

The London Distillery Company is experiencing growth for its craft spirit brands in China, particularly in markets such as Shanghai and Beijing, where younger consumers are said to have a strong pull towards premium imported spirits.

The company has also branched into duty free for the first time with the recent launch of Kew Hong Kong Edition Gin, in partnership with Lagadere, at Hong Kong International Airport.

This is due to Chinese consumers, particularly millennials, who are said to be travelling more than any other demographic and accelerating.

The Distillery’s fast international expansion has created a requirement for it to move to a larger London site. Plans for the new site include facilities to allow whisky maturation and finishing, as well as research and development space.

It is planning to bring in a further 10 personnel to the business, based in the UK and in key overseas markets, including China and a number of non-executive directors have also been appointed to assist in driving the ambitious plans.

In addition to this, The London Distillery Company has identified opportunities in India and the USA for its craft spirits and these will be the next target international markets for the business.

The London Distillery Company is in the process of raising up to £2.5m. Revenue is expected to exceed £6m by 2022 as a result of the company’s expansion plans.