Decant Group acquires 31 Dover
UK-based drinks platform and brand collective, Decant Group, has announced its acquisition of 31 Dover’s brand IP and customer database.
As part of the acquisition, Decant Group will retain the more than 350,000-strong customer base of 31 Dover, while transforming the brand into ‘a more elevated, concierge-style experience’ that prioritises luxury, service, and personalisation in drinks e-commerce.
Drinks company 31 Dover was founded in 2012 and relaunched in December 2021 as Spirit.ed. It entered administration in 2022 following a ‘difficult trading period’.
The reimagined 31 Dover will be part of Decant Group’s expanding network of niche drink platforms and premium hospitality services.
Chris Seddon, managing director of Decant Group, said: “31 Dover has been a trusted name in the industry, and we’re thrilled to build on that legacy.
“Our vision is to honour the spirit of the original platform while reimagining what a premium, digital drinks experience can be. It will sit alongside our fast-growing e-commerce business, House of Decant, which has seen rapid growth thanks to its curated selection and commitment to service.
“Beyond online retail, we’re continuing to build out the experiential side of the business with exclusive tastings, intimate supper clubs, and immersive travel experiences to some of the world’s most iconic vineyards and distilleries. We see this as not just about products, but about community, discovery, and storytelling.”
Under Decant’s leadership, customers can expect an overall enhancement, including curated product selections, sommelier recommendations, personalised delivery solutions, and exclusive member benefits.
The integration will feature both online and offline initiatives, emphasising concierge service and quick fulfilment.
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