What Jim & Tonic does

Jim & Tonic Distillery Co. is a London-based craft spirits producer founded in 2016 by James (Jim) Mark, operating a vertically integrated model that spans distilling, hospitality, events, and white-label production. The company runs a single urban distillery at Sugar House Island in Stratford, East London (opened August 2022), alongside three co-located branded venues: The Print House bar and restaurant, The Rum House events space, and the distillery itself which offers £25 guided tours and tastings on Thursdays and Saturdays. The portfolio comprises seven gin expressions (including the Master Status and San Francisco Double Gold-awarded Mediterranean Gin and the San Francisco Gold-awarded London Dry Gin), four rum expressions, one British Grain Vodka, two liqueurs, and gift sets, with production methods including 100-litre small-batch distillation, direct infusion (used for honey in the Rhubarb & Honey Gin), and vacuum distillation of Citra hops for the Citrus & Hops Gin. Sub-branded products (Gnarly Agave Tequiliana, Dead Gnarly Cafe Tequilana, and cinQue Gin) are distributed through the Jim & Tonic platform, and a March 2025 rebrand introduced sustainable Bag-in-Box refill formats alongside a refreshed bottle design.

Revenue is generated across six distinct streams: direct-to-consumer e-commerce at jimandtonic.com with free UK shipping over £50; international e-commerce shipping to 20+ countries plus US/Canada access via The Whisky Exchange; trade and wholesale supply to bars and restaurants supported by bartender education programmes; white-label bespoke spirits with a 30-bottle minimum and 15-day turnaround serving corporate gifting clients; mobile bar and event hire (the original 2016 business) servicing corporate, festival, and private events including London Pride and Hyde Park Winter Wonderland; and venue operations at Jim & Tonic East. Pricing across the core 70cl range sits between £29 and £38, with ABVs ranging from 20% to 42% across the portfolio.

The company operates as Jim and Tonic Limited, a private limited company incorporated in England and Wales with no disclosed institutional funding, indicating organic, bootstrapped growth across its nine-year operating history. Customer segments are split roughly evenly between individual DTC consumers, hospitality trade accounts, corporate gifting clients, and event bookers, with named enterprise customers spanning financial services (Adyen, Sterling GP), automotive (Cazoo), branding (Mantra Brand House), e-commerce (Astound Commerce), and hospitality (Locke Living, Scrummi). Headcount sits in the 11-50 band.

Name

Jim & Tonic

Legal name

Jim and Tonic Limited

Website

https://jimandtonic.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based craft distillery producing award-winning gin, rum, vodka, and liqueurs from an urban distillery at Sugar House Island in Stratford, serving DTC consumers, hospitality trade, and corporate gifting clients via white-label services.

Ownership category

akta.pro rank

Product category

Craft Spirits Distillery

NAICS

Distilleries (312140), Distilleries (31214), Drinking Places (Alcoholic Beverages) (7224), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF), Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Liquor Stores (Off-Premise Spirits Retail) (CRANABAA)

Keywords

• Craft spirits distilling
• Mobile bar hire
• White label spirits
• Distillery tours tasting
• Artisan gin rum production

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Direct-to-Consumer Spirit Sales: Online shop selling gin, rum, vodka, and liqueurs directly to consumers. Products available in 70cl bottles, refill pouches, and 5L bag-in-box formats. Free UK shipping on orders over £50.
2. Event Hire & Mobile Bars: Mobile bar hire services for corporate and private events. Includes mobile gin vans, pop-up bars, and large-scale event bar operations. Cater for all event sizes in any space or at their East London venues.
3. White Label / Bespoke Spirits: Custom branded spirit production for businesses and individuals. Minimum order of 30 bottles (70cl). Includes bespoke recipe development and label design services. Ships internationally to multiple countries.
4. Trade / Wholesale: Wholesale supply to bars, restaurants, and retailers. Includes trade support with bartender education, merch, and training guides. Sample packs available for prospective stockists.
5. Distillery Tours & Tasting: In-person distillery tours and tasting sessions at £25 per person. Includes welcome drink, behind-the-scenes tour of copper stills, guided tasting of award-winning spirits. Held Thursdays and Saturdays at their Stratford distillery.
6. Venue Operations: Multi-venue food and drink destination operations including The Print House bar/restaurant and The Rum House events space at Jim & Tonic East on Sugar House Island, Stratford.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels8 records

Core offering

Jim & Tonic is a London-based craft distillery producing award-winning gins, rums, vodka, and liqueurs from its urban distillery at Sugar House Island in Stratford. The company sells these spirits directly to consumers via an online shop and owned venues (The Print House bar/restaurant and The Rum House), supplies wholesale to bars and retailers, runs a bespoke white-label service for branded corporate spirits from 30 bottles, and operates an event hire business providing mobile gin vans and bar services for corporate and private events since 2016.

Product overview

Jim & Tonic Distillery Co. is a craft spirits producer operating from Sugar House Island in Stratford, East London. The product portfolio centres on a core range of award-winning craft spirits distilled at its own urban distillery: six gin expressions (London Dry Gin, Mediterranean Gin, Rhubarb & Honey Gin, Citrus & Hops Gin, English Sloe Gin, and Jasmine & Szechuan Gin), four rum expressions (Spiced Gold Rum, Caribbean Gold Rum, Jamaican White Rum, and Coco-Pineapple Rum), one British Grain Vodka, and two liqueurs (Hejlo Coffee Liqueur and Canadian Maple Rye Whisky Liqueur). The portfolio is complemented by gift-oriented Gin and Rum Taster Sets and several sub-branded products (Gnarly Agave Tequiliana, Dead Gnarly Cafe Tequilana, and cinQue Gin). Beyond bottled spirits, the company operates a direct-to-consumer online shop, two branded bar and restaurant venues (Jim & Tonic East, including The Rum House and The Print House), a distillery tour and tasting experience, a white label/bespoke spirits production service (minimum 30 bottles), and a specialist event hire and mobile bar service operating since 2016. The company has recently introduced sustainable Bag-in-Box (BIB) refills across its core spirits range as part of a broader rebrand.

Differentiator

Problem solved

Functional benefit

Brands

• Jim & Tonic East: Multi-venue food & drink destination in Stratford, East London. Includes a modern-fusion restaurant and bar, three-story events space, and outdoor terrace.
• The Rum House
• The Printhouse

Products and services

• London Dry Gin

Quantifiable outcome

• Mediterranean Gin achieved Master Status and San Francisco Double Gold - two of the highest accolades in the spirits industry
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor.

• Art Yard at Bankside HotelminorStrategic or Co-development Partner · 16 July 2024Sustainable distillery partnered with Art Yard at Bankside Hotel to create 'Back Yard' pop-up - a community-led outdoor drinks space. The pop-up features a custom-designed van offering Jim & Tonic's signature summer serves, live acoustic music, and terrace furniture. Located between Upper Ground and Blackfriars Road, seconds from the Thames. Open 4pm-8pm Monday-Friday with live music Tuesdays-Thursdays during summer 2024. Partnership built on shared commitment to sustainability and community engagement.
• German Kraft BeerminorStrategic or Co-development PartnerPartnership with German Kraft Beer for Hyde Park Winter Wonderland events. Built a bespoke glasshouse bar structure serving gin, beer, and featuring DJs. Innovative glasshouse installation was eye-catching and offered a unique experience that proved very popular with attendees.
• Hej RoasteryminorStrategic or Co-development PartnerPartnership with local South London coffee roastery Hej (Elephant and Castle roastery) to create 'Hejlo' Coffee Liqueur. Jim & Tonic combined their distilling experience with Hej's coffee expertise to produce a cold brew coffee liqueur using 100% Arabica beans.
• Pike Creek Whisky (Canada)minorStrategic or Co-development PartnerCollaboration with award-winning Canadian Pike Creek Whisky to create Canadian Maple Rye Whisky Liqueur. Crafted using 10-year-old Canadian Rye Whisky and organic maple syrup. Described as a 'gateway whisky' for both novices and connoisseurs.
• The Whisky ExchangeminorChannel Partner/ Reseller/ DistributorUS and Canada customers directed to The Whisky Exchange for purchases, as Jim & Tonic cannot ship directly to these countries. The Whisky Exchange stocks Jim & Tonic London Dry Gin for American and Canadian customers.
• Mantra Brand HouseminorOthersWhite label client requiring sustainably and ethically produced spirits to align with their core values. Received stunning branded bottles and exceptional service.
• Astound CommerceminorOthersWhite label client for Retail Open event. Received bespoke limited edition gin with competition winners receiving bottles and table miniatures being a hit at dinner.
• ScrummiminorOthersHospitality products company ordered Christmas branded gin for staff gifts. Quick turnaround achieved with exceptional contact from Issac.
• Sterling GPminorOthersFinancial services firm ordered bespoke gin for end-of-year gifts. Direct delivery service to customers minimised hassle. Zac provided exceptional service throughout.
• Gnarly AgaveminorStrategic or Co-development PartnerPartnership to distribute Gnarly Agave Tequiliana and Dead Gnarly Cafe Tequilana. Spirits start in Zacatecas, Mexico where independent farmers harvest agave. Brought to London and crafted/finished to UK standards by Jim & Tonic. Reduces carbon footprint while ensuring quality.
• cinQueminorStrategic or Co-development PartnerPartnership to distribute cinQue Gin - a Rye-resident's liquid love letter. Crafted in medieval Rye with pink peppercorns, honeysuckle, and sea buckthorn berries. Fulfilled by Jim & Tonic Distillery Co.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Beefeater (Pernod Ricard): Heritage London Dry Gin owned by Pernod Ricard and one of the highest-volume UK gin producers; sets the competitive price and trade-listing benchmark for craft entrants like J&T.
• Tanqueray (Diageo): Mass-market gin incumbent and one of the default house-pour gins in UK and global hospitality; competes for J&T's trade stockist listings and consumer mind-share.
• Bombay Sapphire (Diageo): Global mass-market premium gin brand and the dominant London-listed competitor in UK bars and retail; J&T's on-trade account targets overlap heavily with Bombay Sapphire's distribution footprint.

Others

• The Whisky Exchange: Major UK-based specialist online/offline retailer of premium spirits that already stocks J&T and serves US/Canadian customers on J&T's behalf. Channel partner and distributor, not a direct product competitor.

Direct peers

• Sipsmith: London-based craft gin distillery pioneering small-batch London Dry gin with a similar premium positioning, on-site distillery, tours, and trade/DTC mix. Closest direct UK craft comparator to Jim & Tonic's gin-led portfolio.
• East London Liquor Company: Bow-based London craft distillery producing gin, vodka, rum, and liqueurs with a focus on provenance, sustainability, and on-site bar/tasting. Operates in the same London craft category with overlapping trade and venue customers as J&T's Stratford site.
• Chase Distillery: UK single-estate craft distillery producing gin, vodka, and liqueurs using estate-grown botanicals with a premium on-trade focus. Comparable as a multi-spirit UK craft producer pursuing trade, retail, and direct channels.
• Eden Mill St Andrews: UK craft distillery with a gin-led portfolio extending into whisky and vodka, combining distillery tours, on-site hospitality, and a sustainability story. Overlaps directly with J&T on small-batch production and experiential venue retail.
• Warner Edwards Distillery: English craft distillery producing premium small-batch gin with a heritage-led brand and broad UK trade and DTC distribution. Closely parallels J&T's craft-gin-led, sustainable-positioning playbook.

Emerging players

• Portobello Road Gin / The London Distillery Company: London-based micro-distillery focused on gin-led craft production with bar/programming presence. Partial overlap with J&T's urban-distillery-plus-experiential model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8Z2CBl09NjujeD2nGuuvqA
• Facebookfacebook.com/jimandtonicdistillery
• Instagraminstagram.com/jimandtonicdistillery
• TikToktiktok.com/@jim.and.tonic
• Pinterestpinterest.co.uk/jimandtonicpinterest
• Xx.com/jimandtonicltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jim & Tonic