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Reformed Spirits Targets U.S. Super-Premium Segment

October 22, 2013

U.K.-based Reformed Spirits Co. is increasing its focus on the U.S., with the emphasis on its Martin Miller’s gin brand as well as a new super-premium cream liqueur, Triibe.

Handled by Reformed-owned Kindred Spirits Co., Martin Miller’s currently sells around 30,000 cases, or one-fifth of its global volume, in the U.S. David Bromige, the brand’s founder and creative director, says Martin Miller’s is seeing success with a diverse audience of consumers. “We’re not only bringing in the young people who want something new, but also the older crowd, who are still looking for a classic gin,” he says.

Retailing at around $27.99 a 750-ml., Martin Miller’s flagship is a traditional London dry style gin (40% abv). In addition, the brand offers a higher-proof, Westbourne Strength gin (45.2% abv), priced at roughly $35 a 750-ml. Although the flagship label accounts about 80% of sales, the Westbourne variant has gained a loyal following among bartenders and mixologists, Bromige adds, noting that the goal is for Martin Miller’s to hit around 300,000 cases globally over the next five years.

In the meantime, Reformed Spirits is also applying its super-premium strategy to the cream liqueur segment with the recently launched Triibe—a cream liqueur priced 5%-10% above Baileys. Unlike many of its competitors, Triibe is a clear, mixable offering, creating what Bromige calls “a more modern take” on the cream liqueur category.

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