SB meets… Xavier Baker, Mermaid
As Mermaid celebrates its 10th anniversary, co-founder Xavier Baker reflects on a decade of craft, sustainability, and evolution in the spirits world.
From its roots on the Isle of Wight to becoming a staple on back bars across the UK and beyond, as Mermaid turns 10, Baker reflects on the brand’s first successful decade, and looks ahead to the next, sharing details of the brand’s exclusive anniversary release and offering a glimpse into what guests can expect to find at the Mermaid terrace experience in London this summer.
How does this edition differ from the original Mermaid Gin?
The limited edition 10th Anniversary Gin is a reimagined take on our original – a deeper, more expressive version that still carries the essence of Mermaid, but with an elevated twist with the use of enhanced rock samphire. We’ve introduced foraged coastal fig leaves, sourced from one of the UK’s oldest fig trees at Ventnor Botanic Garden, to bring a soft, rounded depth to the spirit.
These fig leaves add subtle Mediterranean warmth – sun-drenched, with notes of citrus and coconut that evoke the island’s unique coastal climate.
What does this edition represent in terms of Mermaid’s journey over the past decade?
In the past decade, we’ve learnt a lot, and the journey has made us recognise that the fundamentals at the beginning – using native ingredients and championing the diverse biodiversity of the island – have remained our guiding thought throughout all our decisions as a brand. We were and still are inspired by the coastal life that we infuse into every drop.
The choice of flavours and botanicals for this celebratory moment came easily because Ventnor Botanic Gardens has been such a rich source of inspiration and ingredients over the years – the figs especially. Having a fruiting tree in the UK is one thing, but having edible leaves that bring that taste of citrus is a distillers dream.
How does this 10th anniversary edition capture the essence of the Isle of Wight, and how has the island itself influenced the spirit?
The Isle of Wight is woven into the fabric of everything we create, and this edition is a true reflection of that. From the wild-foraged botanicals to the island-grown ingredients, it’s a celebration of the landscapes, micro-climate, and natural beauty that continue to inspire us.
Sustainability is core to Mermaid’s values – how has that ethos shaped the creation and packaging of your bottles?
Sustainability has always been one of our core pillars. It’s not just a value, but the backbone behind every decision we make. It starts with the way we ethically source our ingredients. Each botanical tells a story of care, connection and responsibility toward our environment. And this is reflected in how we elevate the drinking experience.
But it goes far beyond what’s inside the bottle. In 2019, we made a major step by relaunching Mermaid Gin in our plastic-free bottle, a move that earned us accreditation from ‘A Plastic Planet’. Every element of our packaging is designed with sustainability in mind: from the recyclable glass bottle, to the sustainably sourced cork, and the biodegradable neck seal made from corn and potato starch.
That commitment was further cemented when we became a certified B Corporation in 2022 – a milestone that recognised not just what we do, but how we do it. It’s our way of ensuring that every aspect of our brand – from liquid to bottle – is held to the highest standards of environmental and social impact.
What can visitors expect from the terrace experience at Wright Brothers Battersea this summer, and why was this location chosen?
We wanted to bring a taste of coastal life to the city. The Wright Brothers Battersea has been a partner for a long time, and its riverside terrace has a vibrant atmosphere and views of the Thames, it felt like the perfect spot. This summer, visitors can enjoy a full Mermaid takeover, complete with a curated cocktail menu and accompanied by delicious seafood.
Expect fresh, coastal-inspired serves – from our signature perfect serve with lemon-infused olives, to exclusive anniversary cocktails crafted to evoke sun-drenched shores and sea breeze.
What does this milestone mean for Mermaid as a brand?
Reaching our 10th anniversary is a hugely meaningful moment for all of us. It’s a chance to pause, celebrate and reflect on just how far we’ve come – from a small island distillery with a big vision, to a brand that’s now found in 52 countries across every continent. That’s something we’re incredibly proud of. This milestone isn’t just about longevity, it’s about resilience, growth and staying true to our values.
Looking ahead, what excites you most about the next chapter for Mermaid, and what can consumers expect from the brand?
For us, the exploration of flavours hasn’t stopped – we’re so lucky to have incredible produce right here on our doorstep. The exciting part is how the Isle of Wight’s unique microclimate gives us a special edge to lead trends, allowing us to explore botanicals that truly resonate with our fans, old and new. Each creation is deeply inspired by nature, firmly rooted in the Island, and perfectly in tune with future trends in spirits.
Looking ahead, we’re staying sharp, keeping our brand consistent, relevant and exciting, and making sure we continue to connect with and inspire our audience. After an incredible first decade, we’re consolidating our story into a brand with real longevity, making it ripe for discovery with our target consumers.
Only 1,500 bottles of the limited edition 10th anniversary Mermaid Gin have been produced, and are available online at isleofwightdistillery.com priced at RRP £79 (US$107).
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