Stranger and Sons expands UK distributionBy Alice Brooker
Indian gin Stranger and Sons has teamed up with Sip and Savour to grow its UK presence.
India-based gin producer Third Eye Distillery, which was born in Goa, is aiming to shake up the gin market with its “Indian-spirited gin”, launching exclusively through UK brand agency Sip and Savour’s trade network.
Co-founder of Third Eye Distillery Sakshi Saigal said: “We are thrilled to be bringing our award-winning Stranger and Sons gin from India to claim its place on Britain’s gin map.
“The advantage in the UK is that there is already a strong culture of online buying, and we have begun to strengthen our position with our various online retailers.
“During the pandemic, we shipped bottles to 100,000 homes across the UK.”
The partnership will allow Stranger and Sons to develop its presence in the UK – and the team has already started to make progress.
Saigal commented: “We have launched an online programme with Sip and Savour, and plan to build an online brand ambassador programme harnessing some of the UK’s top mixology talent.
“Our marketing will adapt towards amplifying our brand presence and awareness and causing a stir in the UK gin market with our Indian spirited gin.”
Though its presence will be limited to “main metro cities” throughout India, Saigal largely attributes the brand’s steady global expansion to its success in prestigious spirits competitions.
This year, the gin became a Gold medallist in The Drinks Business and The Spirits Business Spring Blind Tasting 2021.
Jamie Walker, managing director of Sip and Savour, said: “Gin manufacturers around the world look to India for provenance and we are proud to have inherited our first truly Indian gin distillery and the pioneer of quality Indian gin today.
“We can’t wait to roll out this inherently Indian premium gin at what is undeniably a most exciting time for the UK trade channels.”
Stranger and Sons has built its brand upon its Indian roots, celebrating the culture in the nation’s heritage, festivals, storytelling, cuisines and colours. The gin brand has worked to transcend into the mainstream in India – known to be a largely brown spirits market, according to Saigal.
She commented: “Our interest was piqued as to why India wasn’t up to speed with gin, although gin manufacturers all over the world looked to India when it came to sourcing botanicals.
“We kept encountering brands based on a vision of India.”
With the spirits market lacking a “home-grown product conveying the story” from the Indian perspective, Saigal, her husband Rahul Mehra and her cousin Vidur Gupta decided to embark upon plenty of research before setting up Third Eye Distillery.
The distillery spread its wings to Singapore last year, launching bottled cocktails named Strange Times in the city-state.
Stranger and Sons gin (42.8% ABV) is available through Sip and Savour’s on-trade and off-trade network, including several UK-based bars and restaurants. It is also available through online retailers, such as The Whisky Exchange, Amazon, and Master of Malt for RRP £39.64 (US$56.15).