The Isle of Wight Distillery

What The Isle of Wight Distillery does

The Isle of Wight Distillery is a UK craft spirits producer founded in 2014 by Xavier Baker and Conrad Gauntlett, and is the Isle of Wight's first distillery. Its core product line is built around the Mermaid brand family — Mermaid Gin (42% ABV), Pink Gin, Zest Gin, Mermaid & Tonic RTD cans, plus Salt Vodka, Spiced Rum, and the premium HMS Victory Gin, HMS Victory Rum, and HMS Victory Oak Aged Gin produced under licence with the National Museum of the Royal Navy. Standard 70cl bottles retail at £42 with premium SKUs priced at £51.75-£57.50, positioning the brand in the premium craft tier.

The business operates a multi-channel go-to-market model: DTC e-commerce (UK delivery only), listings across M&S, Tesco, Waitrose, Sainsbury's, and Majestic Wines, 50+ independent stockists, the on-trade, and the on-site Mermaid Bar. Marketing is content-led, centred on the #MERMAIDGIN Instagram community, the "The Drop In Sessions" podcast produced with Wavelength Magazine, an email newsletter, and a brand ambassador programme. Operational sustainability is a stated priority: B Corp certified (Nov 2022), Plastic-Free certified by A Plastic Planet (2019), Net Zero target by 2030 against a 365-tonne CO2e 2019 baseline, and the company has supplied over 10 million plastic-free tamper-proof seal units to the wider industry.

The company is privately held with no disclosed funding rounds, no M&A activity, and no public headcount. Strategic moats rest on the Mermaid brand equity (BBC Food and Farming Awards Best Drinks Producer 2023, James Bond "No Time To Die" placement, IWSC and ADI gold medals), broad UK retail distribution, and certified sustainability credentials.

Name

The Isle of Wight Distillery

Legal name

Isle of Wight Distillery Ltd

Website

https://isleofwightdistillery.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

The Isle of Wight Distillery is a UK craft spirits producer founded in 2014, best known for its premium Mermaid Gin range, HMS Victory Navy spirits, and the on-site Mermaid Bar, distributed via DTC, major UK grocers, and the on-trade.

Ownership category

akta.pro rank

Product category

Craft Distilled Spirits

NAICS

Distilleries (312140), 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

Craft Distilleries & Microdistilleries (THAFALAH), Distilleries (Tasting Rooms) (THAFALAG)

Keywords

• Craft gin production
• Small batch spirits
• Navy strength rum
• Artisan vodka
• Premium distilled spirits

Headquarters

HQ city

Ryde

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales of spirits, gift sets, apparel, glassware, and digital gift vouchers through the company's own e-commerce website. Prices range from £42 for standard 70cl spirits to £69.99 for 12-pack miniature sets.
2. Wholesale / Retail Distribution: Supply of spirits to retail chains (M&S, Tesco, Waitrose, Majestic Wines, Sainsbury's) and independent stockists across the UK, as well as on-trade venues (bars and restaurants). Governed by wholesale terms of sale with minimum order quantities.
3. Mermaid Bar On-site Revenue: On-site bar, restaurant and shop at the distillery, open 7 days a week with food service and cocktail menu. The distillery tour is not offered due to facility size, but the still room is visible through a glass wall and Spirit Taster boards are available for purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

The Isle of Wight Distillery produces a premium range of hand-crafted small-batch spirits built around its flagship Mermaid Gin brand, including gin, vodka, and rum variants made with locally foraged coastal botanicals (notably rock samphire) and ethically sourced island ingredients. The distillery also produces a Navy Strength HMS Victory range in partnership with The National Museum of the Royal Navy, plus ready-to-drink gin and tonic cans, gift sets, and apparel. Distribution occurs through a UK-wide network of supermarkets, independent stockists, hospitality venues, the company's own e-commerce site, and the on-site Mermaid Bar and restaurant.

Product overview

The Isle of Wight Distillery produces premium hand-crafted spirits centered around the Mermaid Gin brand. The core portfolio includes Mermaid Gin (flagship 42% ABV), Mermaid Pink Gin (38% ABV, strawberry-infused), Mermaid Zest Gin (40% ABV, citrus), Mermaid Salt Vodka (40% ABV), and Mermaid Spiced Rum (38% ABV). Limited editions include the Mermaid 10th Anniversary Gin (46% ABV) and HMS Victory Oak Aged Gin. The HMS Victory collection features Navy Strength Gin and Rum (57% ABV) produced in partnership with The National Museum of the Royal Navy. Ready-to-drink options include Mermaid & Tonic cans. The company also operates the Mermaid Bar (restaurant, bar, and shop) and sells gifting merchandise. All spirits are crafted using ethically sourced botanicals with local Island ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Mermaid Gin: Flagship gin product - hand-crafted on the Isle of Wight since 2014 using ten ethically sourced botanicals, featuring rock samphire, lemon zest, and grains of paradise.
• Mermaid Pink Gin
• Mermaid Zest Gin
• Mermaid Salt Vodka
• Mermaid Spiced Rum
• Mermaid 10th Anniversary Gin
• HMS Victory Gin
• HMS Victory Rum
• HMS Victory Oak Aged Gin

Products and services

• Mermaid Gin Flagship hand-crafted gin at 42% ABV made with ten ethically sourced botanicals including wild-foraged rock samphire, organic lemon zest, grains of paradise, Boadicea hops from Ventnor Botanic Garden, elderflower, juniper, orris root, liquorice root, angelica root, and English coriander. Targets gin enthusiasts and cocktail consumers seeking premium small-batch coastal spirits.
• Mermaid Pink Gin Strawberry-infused gin at 38% ABV produced by steeping fresh Isle of Wight strawberries from Arreton Valley in signature Mermaid Gin for four days, then redistilling. Designed as a less sweet, no-added-sugar pink gin with aromatic strawberry, fresh citrus, and sea air notes, targeting gin consumers and cocktail drinkers.
• Mermaid Zest Gin Citrus-infused gin at 40% ABV blending grapefruit, island bergamot, lemon zest, rosemary, and cascade hops with the signature Mermaid Gin. Targets consumers seeking a zesty, fresh spirit with herbal notes and a hint of sea air for cocktails and serves.
• Mermaid Salt Vodka Grain-distilled vodka at 40% ABV enhanced with locally sourced Wight Salt rock sea salt harvested naturally from solar stills. Provides subtle sweetness and a delicate savory salt character with a clean finish, targeting vodka consumers and cocktail makers.
• Mermaid Spiced Rum Blended spiced rum at 38% ABV combining Caribbean rums from Trinidad and Dominican Republic aged 2–5 years in oak bourbon barrels, infused on the Isle of Wight with rock samphire, white cherry, apricot, local honey, black salt, holy grass, cassia, and vanilla. Targets rum enthusiasts and cocktail consumers.
• Mermaid 10th Anniversary Gin Limited edition gin at 46% ABV celebrating 10 years of Mermaid Gin (2015–2025), featuring enhanced rock samphire with coastal fig leaves foraged from Ventnor Botanic Garden, delivering warmer coconut and Mediterranean character. Targeted at collectors, anniversary buyers, and loyal brand fans.
• HMS Victory Gin Navy strength gin at 57% ABV produced in partnership with The National Museum of the Royal Navy. A bold, complex gin with intense citrus and peppery notes; a percentage of sales supports HMS Victory's ongoing restoration. Targets naval heritage enthusiasts, premium gin collectors, and gifting buyers.
• HMS Victory Rum Navy strength rum at 57% ABV produced in partnership with The National Museum of the Royal Navy — a bold blend of aged rums from Guyana, Trinidad and Jamaica with oak staves from HMS Victory, reminiscent of traditional naval rum tots. A percentage of sales supports HMS Victory's ongoing restoration. Targets rum enthusiasts, naval heritage buyers, and gifting customers.
• HMS Victory Oak Aged Gin Limited edition oak-aged gin at 57% ABV aged in barrels made from HMS Victory oak staves extracted during her ongoing restoration, commissioned from England's only Master Cooper, Alastair Sims. Four releases made between 2016 and 2021, each limited to 251 bottles. Targets collectors, naval heritage enthusiasts, and premium gift buyers.
• Mermaid & Tonic Ready-to-Drink Can Ready-to-drink gin and tonic in fully recyclable cans at 6% ABV, in 250ml format featuring signature Mermaid Gin paired with sparkling low-calorie tonic. Sold in 4-pack (£12) and 12-pack (£36) configurations. Targets convenience-driven gin and tonic consumers and outdoor occasions.
• The Mermaid Bar On-site bar, restaurant and shop at the Isle of Wight Distillery in Ryde, open 7 days a week (Sunday–Wednesday 10am–9pm; Thursday–Saturday 10am–11pm) with food service and a cocktail menu. Spirit Taster boards are available for purchase from the shop and the still room is visible through a glass wall. Targets distillery visitors, Isle of Wight tourists, and cocktail consumers.

Quantifiable outcome

• Mermaid Gin awarded first place in IWSC Awards (spirit excellence)
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The National Museum of the Royal NavycoreStrategic or Co-development Partner · 1 January 2016Isle of Wight Distillery produces HMS Victory Navy Strength Gin and HMS Victory Navy Strength Rum under a special licence in partnership with The National Museum of the Royal Navy. A percentage of all HMS Victory Gin sales is donated to support HMS Victory's ongoing restoration. For the Oak Aged Gin, oak barrels were commissioned from England's only Master Cooper using staves extracted from HMS Victory during her restoration.
• Hampshire & Isle of Wight Wildlife TrustcoreStrategic or Co-development PartnerThe distillery is a 'Wilder Champion' partner of the Hampshire & Isle of Wight Wildlife Trust, donating funds and assisting with seagrass restoration projects in the Solent. Also collaborated on a mural at The Mermaid Bar as part of the Trust's 'Secrets of the Solent' campaign.
• Wavelength MagazinecoreGTM or Marketing PartnerMermaid Gin sponsors The Drop In Sessions, a female-focused podcast presented by Wavelength Magazine's women's editor Sophie Everard, celebrating inspirational women of the waves in surfing and ocean lifestyle.
• HarBar on 6thminorGTM or Marketing PartnerSeasonal cocktail installation collaboration with HarBar on 6th beach bar. Created an autumn-inspired installation featuring Mermaid Gin cocktails, developed by HarBar's in-house mixologists.
• Wight SaltcoreTechnology or IntegrationWight Salt supplies natural rock sea salt harvested from solar stills on the Isle of Wight for use in Mermaid Salt Vodka. The salt's slight natural sweetness provides the vodka with its unique character.
• Ventnor Botanic GardencoreStrategic or Co-development PartnerBoadicea hops are harvested from Ventnor Botanic Garden for use in Mermaid Gin. Fig leaves for the 10th Anniversary Gin were foraged from the oldest fig tree at Ventnor Botanic Garden. The garden's unique microclimate supports island-specific botanical cultivation.
• In The DrinkminorStrategic or Co-development PartnerNot-for-profit initiative to rid the River Thames of plastic waste. Isle of Wight Distillery participated in the official launch at the Good Hotel London, supporting ocean plastic clean-up efforts aligned with the brand's marine conservation values.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Edinburgh Gin: Scotland-based craft gin distillery (part of Ian Macleod Distillers) with a multi-SKU portfolio including fruit-infused variants and a distillery-based visitor experience. Comparable in product breadth and UK retail presence.
• Warner Edwards: Northamptonshire-based craft gin distillery with a multi-flavour portfolio and on-site distillery experience. Comparable as a UK craft gin of similar vintage (founded 2012) and scale.
• The Botanist: Islay-based premium craft gin by Bruichladdich Distillery using locally foraged botanicals. Comparable for its coastal/island terroir, distinctive botanical recipe, and premium craft positioning.
• Chase Distillery: Herefordshire-based UK craft distillery producing premium gin and vodka with farm-to-bottle provenance and on-site restaurant. Comparable in scale, philosophy, and multi-channel retail/wholesale/DTC model.
• Tarquin's (Southwestern Distillery): Cornwall-based craft gin producer founded in 2012 with a coastal terroir narrative and independent ownership. Comparable as a UK craft gin brand with similar premium positioning and regional provenance.
• Sipsmith: London-based craft gin distillery (founded 2009), acquired by Beam Suntory in 2016. Comparable as a UK craft gin producer with multi-channel distribution (DTC, on-trade, retail) and a premium price positioning similar to Isle of Wight Distillery.
• Adnams Southwold: East Anglian brewer and distiller producing Adnams Copper House Gin and spirit range. Comparable as a UK regional producer with DTC, wholesale, and hospitality-channel distribution.

Broad incumbents

• Hendrick's: Global premium gin brand by William Grant & Sons known for distinctive botanical recipe and storytelling. Comparable as a premium craft-positioned incumbent competing for similar consumer occasions.
• Tanqueray: Global premium gin brand owned by Diageo with broad retail and on-trade presence. Comparable as a competitor for the same premium gin shelf space at M&S, Tesco, Waitrose, and on-trade venues.
• Bombay Sapphire: Global premium gin owned by Bacardi, with Laverstoke Mill distillery and visitor centre. Comparable as a broad incumbent competing on quality, premium positioning, and experiential brand assets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/iowdistillery
• Instagraminstagram.com/mermaidgin
• LinkedInlinkedin.com/company/isle-of-wight-distillery-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 The Isle of Wight Distillery