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Incubator buys Nicholson Gin

Investment firm Sella Digital has acquired historic English brand Nicholson in a bid to reinstate it as one of the world’s premium gins.

Nicholson Gin
Nicholson Gin was founded in 1736 by William Nicholson

Described as Britain’s oldest gin brand, Nicholson was founded in 1736. The brand is said to be a pioneer of London Dry and flavoured gins.

At its peak, the gin was available in more than 100 countries across the world. It is currently stocked in several London pubs and hotels, including The Goring and The Marylebone.

Sella Digital acquired the brand for an undisclosed sum due to its ‘unrivalled history’.

Alex Johns, CEO of Sella Digital, said: “We wholeheartedly believe that genuine heritage British brands, such as Nicholson Gin, which have ‘uninvented authenticity’, will continue to hold a premier position in the eyes of the global gin consumer.

“We want to reinstate Nicholson Gin as one of the world’s premium gins again. We look forward to the challenge of helping the company adapt to the rapidly changing retail landscape, both here in the UK and overseas.”

According to the investment company, the brand was the go-to gin in The Savoy Cocktail Book during the 1930s, as well as the recommended gin in The Waldorf Astoria Bar Book and Harry’s ABC of Mixing Cocktails.

In 2017, Nicholson was revived by the descendants of the brand’s founder with a redesign.

Currently, the brand is the house gin for the Marylebone Cricket Club at Lord’s Cricket Ground in London. The brand’s founder William Nicholson funded the cricket club’s purchase of the freehold at Lord’s in 1886 and the build of the on-site Pavilion, known at the time as the Gin Palace.

Steve Goldman, COO of Sella Digital, added: “With premium-plus gin sales and direct-to-consumer e-commerce continuing to grow, we are well placed to capitalise and we look forward to unveiling our plans for an exciting new Nicholson range in the coming weeks.”

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