Portobello Road launches new gin amid growth

Following a period of “exponential growth”, Portobello Road Gin said it will invest heavily in expanding its business this year – with the inclusion of a new Director’s Cut bottling.

A limited edition bottling of the Director’s Cut gin, produced using botanicals foraged by the company’s directors

Since it was founded in 2011 above a 19th century public house on London’s Portobello Road, the company has established itself as one of Britain’s “fastest growing premium gin brands”.

To celebrate the gin’s success and build on the strong sales it has attracted, the brand will release a limited edition bottling of a new Director’s Cut gin, produced using botanicals foraged by the company’s directors.

The Director’s Cut will then be re-released as a different limited edition every October.

The “dramatic growth period” in the UK, Spain, and US markets has also prompted the brand to launch a new marketing campaign “Portobello Road Gin – the finest address in Gin”

The campaign focuses on highlighting the Portobello Road Copa recipe: a measure of gin and tonic served in a red wine glass with garnishes.

Ged Feltham, managing director, says of the growth: “This is a hugely exciting time for Portobello Road Gin and we’re delighted how well received the gin has been outside of the UK.

“What we are finding is that the provenance of the address is playing an important factor in the interest in the brand, particularly in America where we are increasingly being seen as a brand that communicates London’s rich drinking history.”