The Vampire Diaries’ star Ian Somerhalder led a tasting at the UK launch of Brother’s Bond in London.

Ultra-premium American whiskey brand, Brother’s Bond Bourbon – founded by The Vampire Diaries’ stars and on-screen brothers Ian Somerhalder and Paul Wesley – is entering the UK market imminently and, coincidentally, is expected to expand its presence in the global travel retail “within weeks”.

GMAX Travel Retail brought the brand into the GTR channel exclusively with Gebr. Heinemann in August 2025, but the company is now exploring partnerships with other travel retailers with the intention to showcase the brand in more airports and cruise outlets worldwide.

Brother’s Bond, founded in 2021, has had a very high-profile, in part, thanks to its founders’ association with The Vampire Diaries, which has 4.5 million followers on Instagram. The long-running, eight-season series that ended nearly a decade ago recently surged back into Netflix’s Top 10 in late January 2026. Not only is this a sign of renewed interest in the franchise, but it should help Brother’s Bond’s growth, which in 2025 was already in high double-digits and made it a company with annual sales of $10 million. But that figure is set to soar in 2026.

At the UK launch and tasting of the core four-strong range at the super-swish 1 Hotel in Mayfair on 5 February, Somerhalder said: “The UK market is arguably the most sophisticated in the world. We’re a disruptive brand, and we think we have a well-crafted range that will be appreciated here.”

Daniele Mondiele mixed Brother’s Bond cocktails for guests at the launch.

Vincent Hanna, CEO of Brother’s Bond Bourbon, described the collection as “a platform for flavour”, something that seems to resonate with consumers. The brand’s growth so far has also been supported by a strategy that melds the idea of tasty premium four-grain bourbons, grains grown within 20 miles of the distillery, and a strong belief in regenerative farming techniques.

Amplifying the popularity of Brother’s Bond

In travel retail, Garry Maxwell, Director of GMAX Travel Retail, told TRBusiness: “Heinemann has been incredibly supportive during the exclusivity period. It was a good way to launch into the channel and establish the brand and amplify it, especially as Brother’s Bond has the most social media followers of any spirits brand.”

As the brand expands in various domestic markets, including Austria, Cyprus, Greece, Germany, Italy, the Netherlands, Japan and Taiwan – and now the UK – certain synergies for travel retail will emerge.

“We have an opportunity to support the domestic expansion, especially as consumers look for more choice in the whisky category,” Maxwell added.

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