Mary White joins the portfolio from March 2021
Ten Locks – the purpose led drinks firm drinks firm powered by a plethora of conscious brands – has added the award-winning Mary White Vodka to its portfolio, which is now available to the UK drinks trade for the first time.
In good spirits alongside Ten Locks’ collection of innovative brands striving for positive change, Mary White Vodka (40% abv) is the very first vodka to be born from Belgium and celebrates the pioneering legacy of Mary White – the uncrowned queen of New York bootleggers – who turned the male-dominated world of alcohol production in the Prohibition era on its head.
Using an edgy distillate from malt, macerated in tailormade pure grain alcohol from rye and corn, the 100 per cent pure single expression is expertly refined and well balanced with cereal-like notes of bread dough and a touch of lemon spice.
A distinct style of vodka, the malt distillate works in harmony with its citrusy flavour to create a versatile earthiness suited to both classic martinis and experimental cocktails.
Becky Davies, head of commercial at Ten Locks, says: “As a category, vodka is confirmed to be even bigger business in the years ahead. 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.”
Staged in a deluxe and foliated marble motif bottle to showcase the vodka’s unison of tradition and refinement and reflect the pristine quality and typical character of the liquid inside, Mary White is a striking and luxurious addition to backbars and spirits aisles.
Davies continues: “We predict next year to be quite defining for vodka, and very much expect it to bite back at gin, as consumers branch out into other white spirits. Mary White is positioned to be a driving force of this momentum and open up the category to even more consumers. 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 has an RRP of £35 per 70cl bottle.
Mary White Vodka joins Nusa Caña, Applewood Gin, West Cork Irish Whiskey, Salford Rum, Diablesse Rum, Banhez Mezcal and El Tequileño in Ten Locks’ portfolio of purpose-led, progressive brands. Get in touch with the Ten Locks team at firstname.lastname@example.org or visit www.ten-locks.com to find out more.