The Manchester-based start-up, which branched out into gin & tonic RTDs last year, will utilise C&C’s Bibendum Wine, Matthew Clark and Tennent’s Wholesale in the market. The five-year tie-up applies not only to the RTDs but also to the Didsbury Original, Strawberry & Sicilian Lemon, Raspberry & Elderflower and Blood Orange & Ginger gin expressions.
As well as the wholesale channel, C&C will cover the on-premise through Bibendum and Matthew Clark.
“Didsbury Gin’s … passion for the category and sustainable credentials, using ethically-farmed, British fruit in all their products, make them a perfect partner for C&C,” said C&C commercial director Clara Shand. “We are excited to have them on board and are looking forward to working together to drive sales and category growth in the on- and off-trade.”
Didsbury co-founder Liam Manton added: “Didsbury Gin is a brand worth more than GBP3m (US$4.3m) and it’s moving from strength to strength. It was important for us to find the right partner that can help us support our ambitious growth plans within the on-trade. C&C is that partner.”
Last week, C&C reported a 56% slide in 12 months sales to the end of February, thanks predominantly to its reliance on the beleaguered on-premise in the UK and Ireland.
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