The firm has launched Gin Sul, a small batch, super-premium craft gin from Germany in a move that marks the "beginning of a new business strategy," it said.

 

Gin Sul is made using ingredients from Portugal and is distilled in Hamburg at the Altona Distillery.

This is the first time Mast-Jaegermeister UK (a subsidiary of the parent German company) will work in partnership with another brand owner and is the start of it shifting to a portfolio model.

It will market and distribute Gin Sul in the UK, a market in which it has previously focussed solely on building the Jägermeister brand.

 

Gin Sul Bottle background

 

"We see a great deal of potential for Gin Sul as the UK market continues to embrace gin, and furthermore, consumers trade up to craft brands that deliver on quality drinking experiences," said Guy Lawrence, CEO at Mast-Jaegermeister UK.

"Gin Sul's unique background and positioning make it an ideal proposition for the UK on-trade as bartenders seek out gin brands with distinction and a flavour profile that lends itself well to a range of serves."

Gin Sul is made with fresh lemons and hand-picked gum rockrose from the Western Algarve, alongside such botanicals as organic juniper, fresh rosemary, coriander, rose blossoms, lavender and cinnamon.

 

Signature Serves include:

 

  • Gin Sul Gin & Tonic

Top 50ml Gin Sul up with premium tonic water over plenty of ice in a balloon glass, garnished with a sprig of rosemary and an orange peel spiral.

 

  • Gin Sul Gin & Tonic Twist

Top 50ml Gin Sul up with Fever-Tree Elderflower tonic over plenty of ice in a balloon glass, garnished with a halved and squeezed kumquat and a sprig of samphire.