Mary White Vodka, Belgium’s first vodka, is heading to the UK. Distributor Ten Locks is behind the deal. The brand name celebrates the legacy of Mary White, the uncrowned queen of bootleggers who made waves in the male-dominated world of alcohol production during Prohibition.
Mary White Vodka uses a rye and corn base spirit and a malt distillate. It comes in a foliated marble motif bottle, which is designed to reflect the brand’s twin pillars of tradition and refinement.
“As a category, vodka is confirmed to be even bigger business in the years ahead,” said Becky Davies, head of commercial at Ten Locks. “The trade has an incredible opportunity here if they back brands that bring new styles to the fore, while also quenching consumer appetite for drinks that bring more to the table than solely incredible liquid.
“Mary White Vodka sits in this sweet spot. It’s an exceptional example of a brand with true distinction, enabling our customers to connect with consumers via a newer style of vodka, while appealing to them directly with a beautiful proposition.”
She added: “The brand has successfully united tradition and modernity in one beautiful, luxury expression that is truly innovative. We’re proud to be the first company to bring Mary White to the UK and believe it has huge potential – we very much expect the trade and consumers to get behind it.”
Mary White Vodka is priced at £35 per 70cl bottle and joins Applewood Gin, West Cork Irish Whiskey, Salford Rum and El Tequileño as part of the distributor’s portfolio.
Last year, Applewood released Coral Gin, a pink spirit inspired by its surrounding ecosystem. The Adelaide Hills-based brand brought substance to blush with their sustainability conscious product that gives a portion of its sales towards the restoration of the Great Barrier Reef. The distillery aims to highlight the role of native Australian ingredients in its Gin.
