December 13 2013 Latest news:
Chairman, James Nelstrop, left, and managing director, Andrew Nelstrop of the English Whisky Company, with the first ever peated english malt whisky, Chapter 9, which goes on sale from St George's Distillery at Roudham. Photo: Denise Bradley Copy: Chris Hill For: EDP/EN ©Archant Photographic 2010 01603 772434
Andrew Fitchett, Reporter
Thursday, October 31, 2013
A pioneering English distillery has struck a deal with Marks and Spencers for it to sell its whisky.
The English Whisky Co., based at St George’s Distillery, Roudham, has supplied the household name with 3,000 bottles of its cask single malt to go on sale this week.
M&S will blend the whisky and then place it in their own branded packaging in anticipation of a Christmas rush for a top quality tipple.
Andrew Nelstrop, managing director, said the deal was a big boost for the company.
“It’s the first time we’ve sold our bottles in someone else’s packaging and it happens to be a company known for selling top quality.
“It’s always great to get an order, as it brings income, but more importantly it grows awareness of the whisky massively,” he said.
The English Whisky Co. began distilling in 2006 when Andrew’s father, James, set up the brand in Norfolk.
As well as being a sign of progress for the company, the deal also shows the growing popularity of English whisky, according to Mr Nelstrop.
“I think it’s getting recognition now. We are the old boys on the block in terms of being the first in this country to produce it and we are blowing the trumpet for English whisky.
“When you are up against the Irish and Scottish manufacturers and their enormous marketing machine it can be tough but we are getting there,” he said.
Emma Dawson, M&S’ spirits buyer, said: “The Nelstrop’s English Whisky distillery is a wonderful example of a modern artisanal spirits producer. On visiting I was struck by the care and detail they put into planning their still house and the way they produce their whisky.
“You can really taste that in the final product. It isn’t a copy of Scottish Whisky - it stands in a class of its own, elegant and pure in flavour and with a finesse equal to top single malt whisky known and loved by connoisseurs.
“We’d only bring an English whisky to our shelves if we felt it met our high quality standards and this certainly over delivered on my expectations.”
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