Diageo agrees to acquire Chase Distillery

By Rod Addy contact

- Last updated on GMT

Chase Distillery claims 250 British potatoes go into every bottle of its Chase Original Potato Vodka
Chase Distillery claims 250 British potatoes go into every bottle of its Chase Original Potato Vodka

Related tags: Drinks, Finance

Diageo has agreed to acquire Chase Distillery, the owner of Chase GB Gin and Chase Original Potato Vodka.

Founded in 2008 by entrepreneur William Chase, the Chase Distillery portfolio includes seven gins, four vodkas and an elderflower liqueur. In addition to Chase GB Gin, a smooth, full-bodied gin, perfectly balanced with juniper, spice and citrus, Chase has created a number of flavoured gins including Pink Grapefruit & Pomelo, Seville Marmalade and Rhubarb & Bramley Apple Gin.

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

Chase Original Potato Vodka is batch produced in a copper pot still, with 250 British potatoes going into every bottle.

The spirits portfolio is distilled from scratch using British-grown potatoes, apples and all-natural botanicals on the Chase Farm in Herefordshire. The steam energy used to run the distillery is produced on site from a biomass boiler powered by prunings from the apple orchard, with potato waste used as fertiliser to feed the farm’s cattle.

'Growth opportunity in premium plus'

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.”

William Chase, founder and chairman, Chase Distillery, as well as the founder of Tyrrells Potato Crisps, commented: “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.”

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

Draws on surplus potatoes

The Chase brand was launched in 2008, drawing on surplus potatoes that were unsuitable either for Tyrrells crisps or for selling as fresh produce.

In a post on the Chase Distillery website, James Chase, William's son, said: "For Chase Distillery, it will be business as usual and we will be here every day making sure our quality remains unrivalled and that our farm distillery in Herefordshire is a must visit for any gin or vodka enthusiast.

"Diageo believes in the potential of our award-winning spirits and are looking forward to working with the Chase team to build on our mission to develop our sustainable distillery for generations to come."

Related topics: Beer, Wine, Spirits, Cider, Diageo

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