William Grant to boost Silent Pool GTR presence as deal completes

By Kristiane Sherry |

Silent Pool in GTR

Silent Pool will enjoy a greater GTR footprint post-William Grant acquisition.

Glenfiddich parent William Grant & Sons has completed its acquisition of Surrey-based Silent Pool Distillers, pledging it will expand the gin producer’s presence across travel retail and other markets.

Silent Pool production will remain at the distillery, with William Grant acting as supply chain and distribution partner. 

Founded in 2014 by Ian McCulloch and James Shelbourne, Silent Pool has become a popular gin brand across the UK.

Earlier this year the brand partnered with Dufry to launch the Gatwick-exclusive Silent Pool English Garden Expression. It also previously released a numbered edition of its Black Juniper Gin for Dubai Duty Free’s 40th Anniversary celebration.

“Over the past nine years we have built a distillery that creates a unique product that represents the stunning Surrey Hills location where it is made,” said McCulloch, who serves as Managing Director at Silent Pool.

 “There’s a line on the bottle of Silent Pool Gin that reads ‘Intricately Realised’ – it is a gin which has been realised at every stage with precision, knowledge and exceptional care

“Today the brand is one of the leading gins in the UK and is exported to over 30 countries around the world. 

“With William Grant & Sons’ global reach and brand-building expertise, there is no better partner to help drive the next chapter of Silent Pool Gin’s history.” 

Silent Pool: ‘Huge enthusiasm’ to develop the brand

A William Grant & Sons spokesperson added: “Silent Pool Distillers is well known for its handcrafted spirit that easily complements a range of tonics and cocktails. 

“We are delighted to welcome this brand to our portfolio and look forward to helping deliver the magic of Silent Pool Gin to discerning drinkers around the world.” 

Silent Pool English Garden Expression distillery

Discovering the Gatwick-exclusive Silent Pool English Garden Expression on location at the distillery.

Doug Bagley, William Grant Chief Commercial Officer, added: “There is huge enthusiasm across the William Grant & Sons team to develop the presence of Silent Pool Gin globally, having added this ultra-premium gin to the portfolio.  

“With the deep sector expertise of our global travel retail team working to develop this unique brand, we plan to build on its great success in the coming years.”

Whisky has been a major focus for William Grant in the last year, with single malt Glenfiddich’s Grand Yozakura 29 Year Old release taking centre stage.

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