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Drinks retailer 31Dover rebrands as Spirit.ed

Independent drinks agency 31Dover is rebranding as Spirit.ed.

The company, which takes its name from the building in Dover Street, London where it was founded in 2012, offers distribution, retail and marketing services to premium drinks brands.

Its change of name was orchestrated in parternship with branding agency Household. Spirit.ed says that the new moniker resonated with the team's desire to "position the business at the front and centre of the minds of consumers and the trade".

CEO Charlotte Jefferies said: "We wanted a name that both reflects our team's energy, as well as being more closely associated with our focus on selling premium drinks. We felt Spirit.ed hit this dual brief and would be memorable for both our online consumers and Central London trade customers. 

"We have built up an excellent reputation for innovation and service across all parts of our business and wanted a name that reflects the company as we are now."

The brand refresh will also include a website update with new imagery, which Jefferies said has been designed to mimic buying experiences in other "aspirational consumer categories" such as homewear and fashion.

Spirited.ed operates in three areas: online, offering a range of around 300 drinks that have been taste-tested by its team and are delivered in 100 per cent recycable packaging; trade, delivering a range of more than 1,000 products to on- and off-trade customers in Central London; and agency, offering distribution and brand-building services to clients including Lade A Rosé, Portofino Gin, Nuet Aquavit and Suncamino Floral Rum.

Over the past year, the company has taken on more than 160 new premium trade customers in the capital, despite the effects that the Covid-19 pandemic has had on the hospitality and retail industries.

7 December 2021 - Bethany Whymark