Overview: Two Brixton microdistilleries located in the Brixton Village shopping arcade have completed a merger to form a unified entity known as a ‘South London powerhouse’. The combined portfolio now encompasses gin, vodka, rum, and liqueur products distributed through retail partners like Fortnum & Mason and Urban Pubs & Bars.
The Full Story
Andrew Murray-Watson, founder of Brixton Spirits, stated the merger provides a fantastic product lineup and two great brands backed by strong trademark protection. The goal is to grow the business sustainably within a challenging market for premium spirits, specifically in the on-trade sector. There are increasing signs that the industry is responding to customer demand for products from independent producers rather than big brands behind the bar.
The combined Brixton Spirits portfolio covers products including Brixton Gin, Brixton Vodka, Brixton Rum, Brixton Aged Rum, Market Row Botanical Rum and spiced rum liqueur Market Row ‘The Dram’. Products are currently listed at Fortnum & Mason, and the Urban Pubs & Bars chain of venues. On-trade presence includes Bristol, Birmingham, Manchester and Edinburgh.
As much as 80% of sales by volume are to the on-trade, supported by a five-litre bag-in-box format. Following the merger, sales teams from each company will be integrated into a single workforce. The Guzzl shop in Brixton Village will serve as a distribution hub and pop-up venue for the brand.
Brand & Industry History
Brixton Spirits was founded in 2020 by retail entrepreneur Murray-Watson and his partner Calandra Smith. Brixton Distillery launched the same year under co-founders Pat Venning, former marketing director at Chivas Brothers, and the late Laurent Lacassagne, who previously served as chairman and CEO of Pernod Ricard’s Scotch whisky arm. The industry paid tribute to Lacassagne following his death from pancreatic cancer in 2024. His partner Mel Stack noted that Laurent’s vision for Brixton Distillery and his long legacy in the wine and spirits industry will live on with the new owner. London’s microdistilling scene continues to grow, despite challenges to the spirits sector.
What This Means
The merger creates a stronger position for independent producers in a sector facing challenges. Murray-Watson highlighted the need to grow sustainably while capitalizing on customer demand for independent products over big brands. The integration of sales teams and the use of existing retail spaces like Guzzl support this sustainable growth strategy.
Consumer Takeaway
This release offers access to a portfolio that leverages Brixton’s reputation as a vibrant neighbourhood and food and drink destination. Drinker availability extends to bottle stores in Bristol, Birmingham, Manchester and Edinburgh, alongside retail listings at Fortnum & Mason. The five-litre bag-in-box format provides volume options for on-trade venues seeking independent spirits.
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