Mermaid Gin, the award-winning premium gin from the Isle of Wight, has announced a strategic growth partnership to support its next phase of expansion in the United States. The move strengthens the brand’s long-term focus on quality, authenticity and sustainable growth within the premium spirits market.
Founded 10 years ago on the Isle of Wight, a UNESCO Biosphere Reserve off England’s south coast, Mermaid Gin was created to reflect the character of its island home. Each bottle uses locally and ethically sourced botanicals, with production methods designed to reduce waste and protect the environment.
The new partnership brings together experienced global and US drinks industry leaders. The focus will be on widening distribution, building strong trade relationships and developing the brand across bars, restaurants and retail. Mermaid Gin is now sold in 52 countries, including markets across Asia and Australia.
As part of the agreement, Jim Clerkin joins as Chief Executive Officer and Board Director. He will work with the existing leadership team to guide US growth. Clerkin has over 40 years of experience in wine and spirits, with senior roles at Guinness, The Jim Beam Company, Allied Domecq and Moët Hennessy. He previously served as President and CEO of Moët Hennessy USA and later led its North American business.
Pierrick Bouquet joins as Chief Operating Officer, US. He will oversee commercial, marketing and operational activity in America. Bouquet brings nearly 20 years of experience building premium brands, with previous roles at 21Seeds Tequila and Whispering Angel.
Will Ward, Founder and Managing Partner of Fourward Ventures, joins as Board Member and Lead Investor. Ward previously co-founded Z Alexander Brown and led Mermaid Gin’s investment round. He brings experience in scaling consumer brands across capital strategy, entertainment and partnerships. “Having been in marketing and the consumer business for decades, I’ve rarely seen many brands as powerful as Mermaid. I look forward to helping make Mermaid a leading brand in the global spirits market.”
Founded by Xavier Baker and Conrad Gauntlett in 2014, the Isle of Wight Distillery is the island’s first distillery and home of Mermaid Gin. The brand draws inspiration from island life and the surrounding sea.
With the new partnership in place, founders Xavier and Conrad will remain fully involved in daily operations. Xavier will continue as Managing Director UK & Europe and Conrad as COO UK & Europe. Both remain major shareholders in the business. They are supported by Sales Director Malcolm McClellan and Marketing Director Claire Layfield. Malcolm has been with the business since launch, while Claire joined in 2025 after working as Brand Director for Bombay Sapphire.
The Isle of Wight will remain Mermaid’s home. Distilling, bottling and the visitor centre will move under one roof in the near future. The distillery is B Corp certified and operates plastic-free packaging. It also supports seagrass restoration projects locally and overseas.
“Mermaid was born on the Isle of Wight with a simple idea: to create a gin that genuinely reflects the place we call home,” says Baker, co-founder of Mermaid Gin. “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.”
“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,” Gauntlett says. “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.”
“Mermaid Gin brings together craftsmanship, story and distinctive flavour — exactly what today’s premium gin consumer is seeking,” Clerkin says. “We see exciting opportunities for the brand in the U.S., where the super-premium gin segment — defined by IWSR as gin priced between $30 and $45, the tier where Mermaid competes — grew 57% between 2020 and 2024, reaching more than 1.25 million nine-litre cases and delivering a compound annual growth rate of 12%. That’s double the growth rate of super-premium tequila over the same period, even as tequila remains significantly larger overall. As younger, design- and values-driven consumers enter the category, gin is playing an increasingly important role in American cocktail culture, and we’re excited to build Mermaid’s future in the U.S.”
Mermaid Gin’s US expansion is supported by a new national distribution agreement with Southern Glazer’s Wine & Spirits. The partnership will allow the brand to expand across key retail and hospitality markets.
“We are proud to support the next phase of Mermaid’s growth in the U.S. market,” says Mark Chaplin, president of commercial sales at Southern Glazer’s Wine & Spirits. “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.”
At the heart of Mermaid Gin is rock samphire, a coastal plant foraged from the island’s shoreline and known locally as Mermaid’s Kiss. It adds a fresh character and subtle sea note to the spirit.
The range includes three award-winning expressions with an RRP of £41. Mermaid Gin is a London Dry style with citrus, spice and rock samphire, and has won Gold at the San Francisco World Spirits Competition. Mermaid Zest, a Double Gold winner, features bergamot and rosemary. Mermaid Pink uses Isle of Wight strawberries for a fruit-led finish.
Since launch, the ocean has shaped the brand’s identity. Mermaid Gin is B Corp certified, uses plastic-free packaging and supports marine conservation charities, including seagrass restoration projects.