That Boutique-y bespoke gins for Asda and Marston's

That Boutique-y Gin Company (TBGC) has launched two bespoke gins with UK partners Asda and Marston's. 

Gingle All The Way, is a bespoke gin created with Asda supermarkets and Maharaja Gin the result of a competition held between Marston's Rotisserie venues.

Michael Vachon, co-founder and head of Brand Development at Maverick Drinks commented on the collaboration. “At Maverick Drinks, we are uniquely positioned to help our partners create bespoke products. By working closely with Atom Brands, especially That Boutique-y Gin Company, we are able to turn great ideas into new products faster than anyone in the business. It’s been a fun and collaborative process working with our partners, Asda and Marston’s, to bring these new liquids to life and we are so excited to see them enjoyed by their customers.”

Gingle All The Way - Asda exclusive

Maverick Drinks was briefed by Asda to create a festive gin and worked with the team at That Boutique-y Gin Company to create three potential blends to be tried and tested by the supermarket's buying team. The winning combination - Gingle All the Way - will become the first product from That Boutique-y Gin Company to be listed in Asda stores.

Designed to stand out to busy shoppers looking for a festive treat, Gingle All The Way has a typically personalised Boutique-y label featuring a festive serve surrounded by botanicals and sitting within a snow globe. The gold inscription wishes a “Merry Christmas”, bookended by two owls in honour of Asda’s hometown of Leeds.

Ryan Ormrod, spirits buying manager, Asda, says: “We wanted to work with the team at That Boutique-y Gin Company to produce a craft spirit for our loyal shoppers that encompassed the festive feeling that you get when you share a drink amongst friends and family over Christmas. The result is a warming spirit with a true festive sparkle which we know our customers will love!”

“For Asda this was about producing a craft spirit that encompassed the festive feeling you get when sharing a drink amongst friends and family over Christmas,” says global sales manager at TBGC, Liz Thomas.

From January 2019, Maverick Drinks will continue its partnership with Asda, replacing Gingle All The Way with TBGC’s Moonshot Gin.

Marston’s Bespoke Maharaja Gin

Earlier this year, That Boutique-y Gin Company and Maverick Drinks launched a competition inviting every Marston’s Rotisserie outlet across the country to enter their “Ginteresting Ideas” for a brand new bespoke Marston’s gin.

Teams were asked to submit their creative ideas as a collective, these were then whittled down to three finalists to have their recipes created by the TBGC team. These samples were judged by the company’s head of operations and head of marketing to choose the eventual winner.

The winning blend, Maharaja Gin is designed by the team at Bure Farm, Bicester. The blend combines Makrut lime leaf, sweet orange and peppery cubeb and galangal.

Mark Burns, drinks category management at Marston’s says: “Working with the team at That Boutique-y Gin Company was a great experience for everyone at Marston’s, giving our staff the opportunity to create a spirit that they know our customers will love. Maharaja Gin is a result of some great teamwork from out Bure Farm staff that they can be really proud of”.

This expression is now available for the public to sample in 67 Marston’s Rotisserie venues on their Dark Knights menu.

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7 November 2018 - Sam Coyne the drinks report, editor