East London spirits brand Hoxton has signed a distribution agreement with Maverick Drinks to expand its UK presence. The partnership will see the Atom Group-owned distributor take Hoxton’s portfolio of six flavored spirits to national retailers including Master of Malt, Amazon and The Whisky Exchange.
The deal encompasses Hoxton’s complete range, which includes expressions across gin, rum, whisky and aperitif categories.
Hoxton Tropical Gin (40% ABV) combines coconut and grapefruit flavors, while Hoxton Dry Gin (40% ABV) features juniper and grapefruit zest.
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READ THE STORYThe portfolio also includes Hoxton Pink Gin (40% ABV) made with rosehip and hibiscus, and Hoxton Banana Rum (40% ABV), which blends Caribbean rums with banana flavoring.
Hoxton Spiced Whisky (40% ABV) incorporates vanilla and spice notes into Scotch whisky. The range is completed by Hoxton London Spritz (20% ABV), a lower-alcohol aperitif combining gin, citrus and summer berries.
“Partnering with Maverick Drinks is an exciting new chapter for Hoxton,” said Gerry Calabrese, founder. “They understand quality, they understand reach, and they understand what makes a brand like Hoxton different. Together we’re going to get our flavor-driven creations into even more hands across the UK and beyond.”
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The brand was established in 2011 by bartender Calabrese, who developed the spirits range with a focus on bold, natural flavors. The expansion follows on from the brand’s Australian launch in October this year.
“We’re excited to welcome Hoxton into the Maverick family. We’re a natural fit for rebels who challenge the status quo, and a drinks maverick like Gerry Calabrese belongs with Maverick Drinks,” said Justin Petszaft, Maverick Drinks CEO and founder.
The distributor plans to support the partnership with tastings, bar takeovers and “East London-inspired activations” across the UK market.
Pricing for the range spans from $41.75 (£32.95) for Hoxton Dry Gin to $51.95 (£40.95) for Hoxton Banana Rum. International distribution is planned for Europe, Asia and Australia.
