Hoxton, the East London-founded flavor-first spirits company, has announced a strategic investment and long-term commercial partnership with Optimum Media Group to accelerate international growth. The deal will support the brand’s expansion across Europe, Asia Pacific, Africa and the United States as it pursues an ambitious 2026 global scale plan.
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READ THE STORYThe announcement follows a period of significant momentum for Hoxton, with the company reporting more than 100% growth across core international markets.
Founded by Gerry Calabrese in 2011, Hoxton has built its reputation through flavor-forward positioning and deep roots in hospitality, nightlife and music culture. The brand pioneered the flavored spirits category in the UK and has expanded its portfolio to include Tropical Gin, Pink Gin, Dry Gin, Banana Rum, Spiced Whisky and London Spritz.
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Over the past 18 months, Hoxton has expanded distribution across the UK, Australia, Italy, Spain, China and California. The company is targeting approximately 25 global markets by the end of 2026.
The partnership brings together Hoxton’s drinks platform with Optimum Media Group’s global entertainment and creator ecosystem. Founded by John Devonshire, OMG’s assets include Urban Roosters, one of the world’s largest urban culture media platforms with more than 6.1 million YouTube subscribers and over 1.7 billion video views, alongside Evermix, a DJ creator platform used by more than 20,000 DJs internationally.
“Hoxton is exactly the type of founder-led business we believe has the ability to scale internationally,” said John Devonshire, founder of Optimum Media Group. “The brand has authenticity, strong liquid credibility, clear positioning and a natural connection to modern music and nightlife culture. Our role is to help accelerate strategic growth through the entertainment, creator and live experiences ecosystem we have built.”
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Gerry Calabrese, founder of Hoxton, added: “Hoxton was built in bars, not boardrooms. Everything about the brand comes from hospitality, nightlife and flavor-driven drinks culture. Partnering with OMG allows us to accelerate globally while remaining connected to the communities and environments that built Hoxton in the first place. This is about long-term cultural relevance and international scale.”
Integration into OMG’s ecosystem has already begun through creator collaborations and music-led partnerships connected to Urban Roosters and Evermix. Broader festival, nightlife and experiential activations are scheduled throughout 2026.
Recent activations include the brand’s official Northern Restaurant & Bar afterparty takeover at Tangerine in Manchester, featuring electronic trio Disciples, alongside a collaboration with Line Athens.
As part of its next growth phase, Hoxton is currently raising £2 million alongside strategic investment partners to support international expansion, marketing activation, inventory growth and accelerated global distribution. Hoxton’s portfolio is available across the UK through retailers including Master of Malt, Amazon and The Whisky Exchange, with prices ranging from £32.95 for its Dry Gin to £40.95 for its Banana Rum.
