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Sir Edmond launches in Canada

Gin brand Sir Edmond has entered the Canadian market through a new listing with the Liquor Control Board of Ontario (LCBO).

Sir Edmond Gin
Sir Edmond Gin has gained distribution in a number of European markets over the past year

Sir Edmond Gin first applied for a listing with the LCBO 18 months ago.

The Dutch producer said the government enterprise had made a call for ‘distinctive’ gins, with more than 300 brands requesting a listing.

Sir Edmond was among the handful of brands selected by the LCBO, chosen for its quality, price, packaging and marketing plans.

Co-founder Dominique Makatita said: “Being part of the LCBO assortment is a real challenge, as they hold really high standards on quality and taste. They have the opportunity to choose a wide variety of products which are all best in class.

“The listing in their portfolio reflects the outstanding work our team has done to make this happen. Now that Sir Edmond is available in Ontario, we are ready to expand across Canada.”

Brand management company Gin Builders and Canadian agency Evolution Beverages played a key role in helping Sir Edmond enter the market.

Geoff Kosar, president of Evolution Beverages, commented: “Sir Edmond is a unique product that sets itself apart from the other gin brands currently in the market. Sir Edmond’s brand story, quality and distinctive packaging will surely appeal to Canadian consumers.”

The move into Canada follows several distribution deals for the Dutch brand in 2022, including partnerships in Italy, Slovenia, Croatia, Greece, Hungary and Slovakia, as well as a range of duty free airports within Europe.

The brand’s co-owner, T-J van der Drift, added: “The performance of our acceleration strategy is delivering excellence in 2022.

“More and more countries are embracing our unique Bourbon vanilla-infused gin. We are grateful to work with industry professionals such as Evolution Beverages and Gin Builders, this partnership is a new and important step in the development of the brand.”

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