East London Liquor Company (ELLC) has announced a partnership with premium spirits distributor Mangrove Global.
Founded in 2014 by bartender Alex Wolpert, the East London-based spirits producer is currently widely available across London and the South East, as well as in more than 15 export markets.
ELLC’s partnership with Mangrove Global is set to ‘turbo-charge’ further growth by bringing the brand’s portfolio to more drinkers across the UK.
Nick Gillett, managing director of Mangrove Global, commented: “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 partnership with Mangrove Global is expected to double the brand’s 2022 UK sales figures in a year by building upon its success and increasing its UK reach in both on- and off-trade.
Wolpert added: “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 London whisky slots seamlessly into their world class portfolio of spirits.”
Last week, ELLC introduced its Project Refill campaign, launched to combat packaging waste and rising costs by selling its gin, vodka and rum in an additional 10-litre HDPE jerry format.