Mermaid Gin Partners with Southern Glazer’s to Increase U.S. Expansion

Mermaid Gin, a premium gin born on England’s Isle of Wight, announced a growth partnership with Southern Glazer’s Wine & Spirits to support the brand’s next phase of expansion in the United States.

Founded 10 years ago on the Isle of Wight, a unique island and UNESCO Biosphere Reserve just off England’s southern coast, Mermaid Gin was created. Each bottle reflects that origin, crafted to minimize waste and using local, ethically sourced botanicals, according to the distillery.

As part of the partnership, Jim Clerkin joins the brand as CEO and board director, according to the distillery, working alongside the existing leadership team to guide Mermaid Gin’s U.S. growth strategy. Pierrick Bouquet also joins as chief operating officer, U.S., overseeing all American commercial, marketing and operational initiatives.

Will Ward, Founder and Managing Partner of Fourward Ventures, joins the partnership as a board member and lead investor, according to the distillery. “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,” he said in a news release.

“Mermaid was born on the Isle of Wight with a simple idea: to create a gin that genuinely reflects the place we call home,” added Xavier Baker, co-founder of Mermaid Gin. “As we grow in the U.S., 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.”

Mermaid Gin’s U.S. expansion is supported by a newly signed master distribution agreement with Southern Glazer’s Wine & Spirits, according to the distillery, 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 U.S. market,” said Mark Chaplin, president of commercial sales at Southern Glazer’s Wine & Spirits, in the release. “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.”

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