Diageo Agrees To Acquire Chase Distillery In The UK

By Dayeeta Das
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Diageo Agrees To Acquire Chase Distillery In The UK

Spirits giant Diageo has announced that it has reached an agreement to acquire Chase Distillery - the owner of Chase GB Gin and the award-winning Chase Original Potato Vodka.

The transaction, expected to close in early 2021, is subject to regulatory clearances.

The portfolio of Chase Distillery includes seven gins, four vodkas, and an elderflower liqueur.

'Growth Opportunity'

Dayalan Nayager, managing director, Diageo Great Britain, commented, “We are thrilled to be bringing such a quintessentially British portfolio of high quality, crafted brands into our family.

“We are excited about the growth opportunity within the premium plus segment and are very much looking forward to working with the Chase team to build on the portfolio’s considerable potential.”


The UK, also the biggest market for gin in Europe, witnessed a compound annual growth rate of 17.4% between 2014 and 2019, according to data from IWSR.

Within the UK gin category, the premium plus segment is growing at more than twice the rate of the total UK gin category, with a compound annual growth rate of 40% between 2014 and 2019, Diageo added.

Sustainability and Quality

Chase Distillery, founded by entrepreneur William Chase in 2008, focuses on sustainability and quality.

The drinks are distilled from scratch using British potatoes, apples and all-natural botanicals from the Chase Farm in Herefordshire.


The steam used to run the distillery is produced on-site from a biomass boiler powered by prunings from the apple orchard, while potato waste is used as fertiliser to feed the farm’s cattle.

William Chase, founder and chairman of Chase Distillery, stated, “It’s inspiring to have Diageo invest in Chase Distillery’s future. They believe in the potential of our field to bottle spirits and will build on our mission to develop our sustainable distillery in Herefordshire.”

Product Portfolio

Chase GB Gin is a smooth, full-bodied gin, perfectly balanced with juniper, spice and citrus.

The company also offers gins in other flavours, such as pink grapefruit and pomelo, Seville marmalade and rhubarb and Bramley apple.


The Chase portfolio also includes Williams Elegant 48 Gin, made with 48 rare varieties of apples from 200-year old orchards.

In addition, its Chase Original Potato Vodka was awarded ‘World’s Best Tasting Vodka’ at the San Francisco World Spirits Competition.

It is batch produced in a copper pot still to create a smooth creamy vodka with around 250 British potatoes in every bottle.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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