Mast-Jaegermeister UK takes on Gin Sul distribution

After acquiring a stake in Gin Sul last year, Mast-Jaegermeister UK has taken on the marketing and distribution of the German brand nationwide.

Gin Sul has launched in the UK through Mast-Jaegermeister UK

Parent company Mast-Jägermeister became a shareholder of Gin Sul on 1 July last year.

This is the first time its subsidiary, Mast-Jaegermeister UK, has looked after another brand besides its flagship herbal liqueur, Jägermeister.

Founded by Stephan Garbe in 2013, Gin Sul is distilled in Hamburg, Germany, in small batches in a 100-litre copper still using ingredients from Portugal, including lemon, gum rockrose, juniper, rosemary, coriander, rose blossoms, lavender and cinnamon.

Bottled at 43% abv, Gin Sul is available in the on-trade and from select specialist retailers at an RRP of £35 (US$46) per 500ml bottle.

Guy Lawrence, CEO of Mast-Jaegermeister UK, said: “[Gin Sul] is 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 [Mast-Jaegermeister UK], 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.”