Award-winning Mermaid Gin, founded on the Isle of Wight, has announced a major strategic partnership to accelerate its expansion in the United States, while reinforcing its long-term commitment to local operations, sustainability, and Island heritage.
The Isle of Wight Distillery, which produces Mermaid Gin, will remain based on the Isle of Wight with plans to bring distillation, bottling and the Visitor Centre together under one roof in the near future.
The premium gin brand, known for its environmentally conscious practices and distinctive use of local rock samphire, will retain its founding team at the helm. Co-founders Xavier Baker and Conrad Gauntlett will continue to lead day-to-day operations in the UK and Europe, with Baker as Managing Director and Gauntlett as Chief Operating Officer. They remain significant shareholders in the company.
A newly formed leadership team in the U.S. will drive the next phase of Mermaid’s growth. Industry veteran Jim Clerkin has joined as CEO and Board Director, bringing more than 40 years of global experience including leadership roles at Guinness, Jim Beam, Allied Domecq and Moët Hennessy USA.
Pierrick Bouquet has been appointed Chief Operating Officer for the U.S., with a focus on commercial, marketing and operational strategy.
Mermaid’s lead investor, Will Ward of Fourward Ventures, has also joined the Board. Ward previously co-founded Z Alexander Brown and brings experience in capital strategy, entertainment and brand scaling. He described Mermaid as “one of the most powerful brands” he has seen in the consumer space.
To support the U.S. rollout, Mermaid Gin has signed a national distribution agreement with Southern Glazer’s Wine & Spirits, enabling access to key on- and off-premise markets across the country.
Mark Chaplin, President of Commercial Sales at Southern Glazer’s, has said:
“We are proud to support the next phase of Mermaid’s growth in the U.S. market.
“We are prepared to activate our industry insights, digital capabilities and logistics network to accelerate distribution, deepen customer engagement and help unlock Mermaid’s full potential.”
The brand is currently sold in 52 countries, including in Asia and Australia. The U.S. strategy will focus on expanding distribution, deepening trade relationships and building long-term brand equity. Clerkin said the super-premium gin category in the U.S. grew 57% between 2020 and 2024, with Mermaid well-positioned to benefit from increased consumer demand for authenticity and design-led spirits.
Xavier Baker, co-founder of Mermaid Gin, has said:
“Mermaid was born on the Isle of Wight with a simple idea: to create a gin that genuinely reflects the place we call home.
“As we grow in the U.S., this partnership allows us to stay true to our island roots, our commitment to quality and our responsibility to the environment, while building a stronger long-term presence with American trade.”
Conrad Gauntlett added:
“From day one, the liquid has led everything we do. Our focus has always been on crafting a gin with real depth, balance and a sense of place.
“This next phase is about sharing that quality more widely in the U.S., working closely with bartenders and retailers who value authenticity and provenance.”
Marketing Director Claire Layfield, formerly Brand Director for Bombay Sapphire, and Sales Director Malcolm McClellan, who has been with the brand since inception, continue to support its growth in the UK and Europe.
Too expensive. I will stick to Gordon’s, best thing about
Mermaid gin are the bottles, they make lovely lamps.
You could have just said nothing. Do you have a job or is this your full time occupation?
Getting too big too quick. Soon be owned by who knows who and will loose the local jobs as it becomes part of a conglomerate.
What a stupid comment.
The boy done good. I well remember buying bottles of beer off him from a shed in the old Ventnor Brewery site back in 2007.
He rowed that Atlantic, now he is setting up shop over there. Go Xav!