Mangrove Global, the premium UK spirits distributor, is delighted to announce the addition of East London Liquor Company to the portfolio. With its distillery in Bow Wharf, East London Liquor has achieved fierce growth and critical acclaim with its own distribution and now believe the time is right to take the next steps and accelerate their national footprint.
East London Liquor is changing the face of London distilling, pulling focus towards the creativity of the East End. Think canal-side living amongst artists and creators and less rowing clubs and espresso martinis. The region has seen a lot of change in the last decade and East London are riding this cultural wave to bring discerning drinkers, quality, no-nonsense products. Their clear, personable branding is synonymous across all their spirits, designed to speak to every kind of drinker, because they believe everyone deserves a decent drink.
One of East London Liquor’s original products is their whisky. Distilled from grain to glass in their East London distillery, the London Rye, and Single Malt Whisky are part of a fresh, bold category of ‘New World Whiskies’. These spirits are daringly different from more traditional Scotch and Irish counterparts, taking on more experimental processes to deliver bold spirits that attract an entirely new demographic to the category. The tagline ‘Booze with bottle’ has never been more apt.
Nick Gillett, Managing Director of Mangrove Global said of the new addition:
East London Liquor company has achieved great success with its no- nonsense approach to producing great liquids with real personality and identity. Fiercely independent and with an innate understanding of the discerning On Trade it is no surprise to see the success they have already achieved.
I am delighted to work with Alex and the team and drive their products further and wider and across all distribution channels. I believe the brand has huge potential and with their clear identity and competitive positioning, focus on sustainable practices and great people their alignment with Mangrove is a natural fit.
The brand is vehemently against the term “craft” and never uses it to describe the distillery or its products. They’d rather say they ‘put in the graft’ and have their own bar in East London to show how they produce drinks from grain to glass. Founded in 2014 by East London bartender, Alex Wolpert, East London Liquor Company’s range is currently available across London, the UK, and in 15 countries across the globe – that’s distillation of 22,000 bottles per day to keep up with demand. The partnership with Mangrove Global will build upon this phenomenal success, increasing the reach in both on and off trade, here in the UK.
Alex Wolpert, Founder of East London Liquor Company said:
It’s an incredibly exciting opportunity and feels like a natural next step to evolve the brand and build our footprint regionally and nationally. We’re looking forward to working with such a respected and knowledgeable team to take East London to the next level. Our mix of affordably priced vodka, rum and gin, with the backbone of our English whisky slots seamlessly into their world class portfolio of spirits.
Mangrove Global has been an outspoken enabler of sustainable practice, across its portfolio and within the wider spirits industry. East London Liquor Company is a great example of a business that is truly building ethical practice into every step of the process. In 2022 the company launched Project Refill™, in an effort to minimise waste and bottle usage in the alcohol industry. Both on and off trade customers are able to purchase the distillery’s spirits in 10L HDPE jerry format – an option that’s more environmentally friendly than the glass equivalent. On-trade accounts can also order the spirits in kerb-side recyclable formats, with existing bottles refilled for the back bar and speed rail.
As a pioneering brand that clearly swims against the tide and offers a very exciting portfolio, East London Liquor Company will appeal to younger, edgier consumers who themselves are ahead of the curve. A perfect match for Mangrove Global.