Mast-Jaegermeister UK (MJUK) has announced a move into the gin category with the addition of Gin Sul to its portfolio; a small batch, super-premium craft gin from Germany.
Gin Sul, which is inspired by the fragrance of the Western Algarve and crafted in Hamburg, joins Mast-Jaegermeister UK in a new partnership where the company will market and distribute the brand in the UK. The move marks the beginning of a new business strategy and is the first time MJUK has worked to a portfolio model. The business was the first subsidiary outside of Germany when it began operating in May 2014 and has previously focused solely on building Jägermeister, the UK’s best-selling Speciality Spirit.
Hand-crafted and bottled in small batch quantities from a 100L copper still, Gin Sul is made using ingredients from Portugal, where founder Stephan Garbe was first inspired to create the gin, and is distilled in Germany’s second largest city, Hamburg at the Altona Distillery, founded in 2013.
Made using fresh lemons and hand-picked gum rockrose from the Western Algarve, which capture the fragrant aroma of the Portuguese coast, plus pure water from Lüneburg Heath, that has been filtered through ice-age shingle, Gin Sul celebrates its dual heritage and delivers a unique flavour profile. Once the gin has been crafted with botanicals including organic juniper, fresh rosemary, coriander, rose blossoms, lavender and cinnamon, it is bottled in distinctive white glazed and screen-printed stoneware bottles. The thick ceramic walls of the bottle protect the gin’s subtle flavours from light and temperature changes, and the product is finished with a cork closure.
Guy Lawrence, CEO at Mast-Jaegermeister UK commented: “We’re incredibly excited to welcome Gin Sul into the Mast-Jaegermeister UK brand family. It’s a hand-crafted, exceptionally high-quality product which truly embraces its roots – remarkably in regions 3,000km apart in both Germany and Portugal. Gin Sul has a rich and engaging story to tell, aligning perfectly to our values and industry expertise at MJUK, making it a natural fit.
“We see a great deal of potential for Gin Sul as the UK market continues to embrace gin, and furthermore, consumers trade up to craft brands that deliver on quality drinking experiences. Gin Sul’s unique background and positioning make it an ideal proposition for the UK on-trade as bartenders seek out gin brands with distinction and a flavour profile that lends itself well to a range of serves.”
Gin Sul is available now in the on-trade and in select specialist retail outlets. ABV 43% | RSP £35.00 | 50cl.