Alfie Best buys luxury gin brand Givinity

Less than six months after launching, super-premium British gin brand Givinity has been acquired by millionaire Alfie Best.

Givinity gin will receive increased investment under the stewardship of new owner Alfie Best

Best, a well-known Romany Gypsy entrepreneur who owns Wyldecrest Parks and a number of businesses in the hospitality, leisure and finance industries, has also purchased Givinity’s parent company Allure Spirits.

Launched in November last year, Givinity is a small batch London dry gin created in Cambridgeshire using the “finest” ingredients.

It is bottled in a Cognac-style decanter printed with 11-carat gold and features a neck label wrapped with gold aluminium and finished with a gold plated bottle closure.

The brand is touted as holding the same luxury appeal in the gin category as Chanel holds in perfume. Initially available in high-end London venues, Givinity secured additional distribution across several markets six weeks after launching.

“I’m really excited about this new venture,” said Best, who will aim to grow the brand with additional investment. “Givinity has already started to conquer its place on the market and has accomplished so much in such a short period of time – the positive feedback I have from our exclusive customers is remarkable.

“But I truly believe that we can achieve so much more and turn this exclusive gin brand into something even more special.”

Alfie Best built his empire from scratch when he began buying and selling used cars at the age of 14. His residential and holiday park business is estimated to be worth £200 milllion.