William Grant & Sons has expanded its portfolio by acquiring Silent Pool Distillers, welcoming the renowned UK gin producer into its family of brands, which already features Hendrick’s gin.
The family-owned spirits conglomerate stated that Silent Pool’s gin production will continue to take place at the distillery located in the Surrey Hills, which is now part of their new asset.
William Grant intends to enhance the visibility of what a representative from the company referred to as Silent Pool’s “artisanal craft spirit” across Europe, North America, and the Asia-Pacific region.
Established in 2014 by Ian McCulloch and James Shelbourne, this “ultra-premium” gin is currently available in over 30 countries.
McCulloch, Silent Pool’s MD, said, “With William Grant & Sons’ global reach and brand-building expertise, there is no better partner to help drive the next chapter of Silent Pool Gin’s history.”
The product range of Silent Pool encompasses their signature gin, boasting a 43% alcohol by volume (abv), as well as Wry vodka. Additionally, the company markets gin and vodka under the Green Man Wildwood label, with these spirits packaged in eco-friendly cardboard bottles.
In 2022, William Grant disclosed annual revenues totaling £1.4 billion ($1.55 billion), reflecting a year-on-year growth of 12%. Approximately one-third of this revenue was generated in the United States.
In 2022, Paul Basford, the President of William Grant & Sons in the United States, remarked, “Gin in the US is significantly less developed compared to other markets. It is continuing to nip away at vodka, targeting those drinkers at the premium-plus end of the segment. That is where the growth is and that is where we will continue to play. In the US you also have the famous Martini culture, which drives a lot of gin consumption.”