Johnston Carmichael supports mini bottle boost to entrepreneurial spirit at Speyside craft gin distiller

Moray Distillery Ltd, which is based in Elgin and specialises in handcrafted small-batch distilling, has launched 20cl versions of its Avva Scottish Gin and Avva Navy Strength Gin.

Smaller bottles offer consumers the opportunity to sample premium spirits at a more affordable price point while also making ideal gifts. They are also popular with convenience store stockists and off-licences as it enables them to offer a wider range despite space constraints.

The new ‘mini’ bottles were launched at the Royal Highland Show in Edinburgh (22-25 June) as part of plans to grow the business. Moray Distillery, which is thought to the only UK gin distiller using a Scottish-manufactured copper still, went into production in July 2016.

Its Avva Scottish gin is produced with a selection of specially selected botanicals foraged from the Highlands. Research carried out by Mintel suggests that flavour profile is one of the best ways to add value with 44 per cent of buyers saying they would pay more for interesting flavours.

The distillery was founded by Jill Brown, who is also owner of liqueurs producer Berry Good which she began while she was still a mature student.

After working as an agricultural officer for five years, she packed in her day job in 2015 to establish Moray Distillery Ltd and produce gin.

Sales of gin are surging with British drinkers downing 40m bottles of gin last year, a 12% increase compared with 2015. About 70% of all gin consumed in the UK is produced in Scotland.

The first batch of Avva Scottish Gin was launched in August 2016 and a Navy Strength version followed in March 2017.

Ms Brwon said: “There was a lot of gin in the market already so when I launched I wanted to ensure I had the right advice. I approached Johnston Carmichael because it had both in-depth knowledge of the food and drink sector, and it was also able to provide expertise in tax. Being able to get these services under one roof has been a big advantage for my business.”

She said that Johnston Carmichael’s support was crucial to expanding the range to include fractional bottle sizes.

Ms Brown added: “After reviewing market research and undertaking their own analysis – which included visiting lots of supermarkets and keeping an eye on competitors - the Johnston Carmichael team suggested that smaller bottles would be a good way to get more customers to try our gins. Bottling research shows increasing demand for 10cl and 20cl bottles. Consumers want to access premium products at an affordable price.”

Adam Hardie, head of food and drink at Johnston Carmichael, said: “Working with Moray Distillery has been really exciting for us and it has been encouraging to see it grow.

“Provenance and flavour are very important in the gin sector. Produced in Elgin using Highlands botanicals, Moray Distillery’s Avva Scottish Gin has both in spades. The new bottle sizes will appeal to drinkers who are keen to try something special either for themselves or as a gift for family or friends.

“With our strong track record in the food and drink sector, we look forward to working closely with Jill as she continues to expand the business and grow her share of the booming gin marketplace.”