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Langley's Gin signs new UK distributor

UK gin brand Langley's has signed a new distribution deal with Ten Locks. 

Langley's London Dry, Old Tom and First Chapter gins will join the Ten Locks portfolio of premium spirits from April 2021.

Based in the West Midlands, Langley's is a champion of traditional gin distillation methods. It is introducing a new campaign this year entitled 'Gin. As It Should Be', which will include new labels for its core range to improve on-shelf standout and a heavyweight digital marketing campaign.

Langley's is also putting sustainability front of mind in its growth: it has switched to 60 per cent recycled glass in its bottles and 100 per cent recycled paper in its labels and outer cases; it is donating a portion of its profits to support environmental causes through 1% For The Planet; and it has teamed up with Panthera to donate $0.50 from every bottle of its Old Tom Gin sold to support the conservation of wildcats and their habitats. 

Becky Davies, head of commercial at Ten Locks, said: "Having worked alongside Langley's for many years on both sides of the bar, I have always admired its dedication to honing classic gins that sit at the heart of the category and showcase the very best of what it offers.

"In my experience, every brand holds dear its firstborn, and Langley's is no exception. In searching for an English gin with appeal that would endure, there was no competition - Langley's was the natural choice.

"The boom we've seen in gin will prevail as innovation keeps coming and consumers continue to buy into premium spirits which offer excitement. This has resulted in the heart of gin, its classic flavour profiles, being somewhat lost. As consumers become even more discerning in their drinks, Langley's epitomises how gin should be."

Matt Ashton-Melia, co-owner of Langley's, said: "Innovation isn't just about reinventing traditional recipes and production methods, but also listening and focusing incessantly on the ever-changing needs of the modern-day consumer.

"In recent years, gin drinkers have enjoyed experimenting with an array of brands but we are reaching a stage where consumers are overwhelmed with the choice on offer and are yearning for a return to the fundamentals which led the category's ressurection in the first instance - classic, well-balanced, high-quality gin."

A sister company of wine distributor Kingsland Drinks Group, Ten Locks launched in 2020 with the stated aim to promote international premium spirits brands 'with purpose'. Its portfolio includes Mary White Vodka, Applewood Gin, Diablesse Rum and El Tequileño. 

8 April 2021 - Bethany Whymark