Diageo acquires further brands in the premium spirits category

With the aim of strengthening its position in the premium spirits category, Diageo has announced that it has reached an agreement to acquire UK-based Chase Distillery, owner of Chase GB Gin and the award-winning Chase Original Potato Vodka. Founded in 2008 by entrepreneur William Chase, the Chase Distillery portfolio includes seven gins, four vodkas and an elderflower liqueur.

Sustainability is at the heart of everything the Chase Distillery does. The spirits portfolio is distilled from scratch using British-grown potatoes, apples and all-natural botanicals on the Chase Farm in Herefordshire. The steam energy used to run the distillery is produced on site from a biomass boiler powered by prunings from the apple orchard.

The UK is the largest gin market in Europe with a CAGR of 17.4% between 2014 and 2019. Within the UK gin category, the premium plus segment is recording compound annual growth rates of 40%.

Image credits: Chase Distillery