Mermaid makes a splash with global growth strategy
Isle of Wight gin brand Mermaid has formed a strategic partnership with global drinks industry leaders to support its continued growth, and signed a master US distribution agreement with Southern Glazer’s Wine & Spirits.
With a focus on expanding distribution, strengthening trade relationships and building long-term brand equity across the on- and off-trade, Mermaid has welcomed Jim Clerkin as chief executive officer and board director, working alongside the existing leadership team to guide the brand’s US growth strategy.
Clerkin brings more than 40 years of global wine and spirits leadership experience to the position, having held senior roles at Guinness, The Jim Beam Company, Allied Domecq, and Moët Hennessy, where he served as president and CEO of Moët Hennessy USA before leading North America.
Meanwhile Pierrick Bouquet has joined as chief operating officer (COO), US, overseeing all of the region’s commercial, marketing and operational initiatives.
He brings nearly two decades of experience building premium wine and spirits brands in the US, including leadership roles at 21Seeds Tequila and Whispering Angel.
In addition, Will Ward, founder and managing partner of Fourward Ventures, has joined the partnership as a board member and lead investor.
Ward previously co-founded Z Alexander Brown and led the investment round in Mermaid, and brings deep experience in investing in and scaling consumer brands, with a differentiated background across capital strategy, entertainment, and strategic partnerships. He said: “Having been in marketing and the consumer business for decades, I’ve rarely seen many brands as powerful as Mermaid. I look forward to helping make Mermaid a leading brand in the global spirits market.”
Mermaid Gin was founded by Xavier Baker and Conrad Gauntlett in 2014. With the new partnership, the pair will remain fully involved in the day-to-day operations of the company, with Baker becoming managing director UK & Europe, and Gauntlett becoming COO UK & Europe.
They are supported by sales director Malcom McClellan and marketing director Claire Layfield. McClellan has been with the business since its inception, while Layfield, previously brand director for Bombay Sapphire, joined in 2025.
The Isle of Wight will remain the home of Mermaid, with the distillation, bottling and visitors’ centre relocating under one roof in the near future.
“Mermaid was born on the Isle of Wight with a simple idea: to create a gin that genuinely reflects the place we call home,” said Baker. “As we grow in the US, this partnership allows us to stay true to our island roots, our commitment to quality and our responsibility to the environment, while building a stronger long-term presence with American trade.”
Gauntlett added: “From day one, the liquid has led everything we do. Our focus has always been on crafting a gin with real depth, balance and a sense of place.
“This next phase is about sharing that quality more widely in the US, working closely with bartenders and retailers who value authenticity and provenance.”
Clerkin noted that “Mermaid Gin brings together craftsmanship, story and distinctive flavour – exactly what today’s premium gin consumer is seeking.
“We see exciting opportunities for the brand in the US, where the super-premium gin segment – defined by IWSR as gin priced between US$30 and US$45, the tier where Mermaid competes – grew 57% between 2020 and 2024, reaching more than 1.25 million nine-litre cases and delivering a compound annual growth rate of 12%. That’s double the growth rate of super-premium Tequila over the same period, even as Tequila remains significantly larger overall.
“As younger, design- and values-driven consumers enter the category, gin is playing an increasingly important role in American cocktail culture, and we’re excited to build Mermaid’s future in the US.”
US distribution
Mermaid Gin’s US expansion is supported by a newly signed master distribution agreement with Southern Glazer’s Wine & Spirits, enabling a national rollout across priority on- and off-premise markets.
“We are proud to support the next phase of Mermaid’s growth in the US market,” said Mark Chaplin, president of commercial sales at Southern Glazer’s Wine & Spirits. “We are prepared to activate our industry insights, digital capabilities and logistics network to accelerate distribution, deepen customer engagement and help unlock Mermaid’s full potential.”
Mermaid Gin’s portfolio includes three sustainably crafted expressions – London Dry, Mermaid Zest and Mermaid Pink – all of which retail for RRP £41 (US$55).
The brand is B Corp-certified, presented completely plastic-free, and actively supports charities dedicated to protecting marine environments, including seagrass meadow restoration projects.
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