By Carole Dennett
Mermaid Gin has announced a major strategic partnership to support the 10-year-old brand’s expansion in the United States – a move that co-founder, Xavier Baker, says will not only elevate the brand globally, but also deliver significant benefits to the Isle of Wight.
Speaking to the IW Observer just after the news was announced, Xavier was full of praise for the “hugely impressive” team now joining the business. “Jim is a legend in the drinks trade,” he said of new CEO, Jim Clerkin, the former head of Moët Hennessy USA. “His connections and relationships within the industry are awesome – and what’s really important is that the new team genuinely ‘get’ the Island.”
Under the new structure, Xavier will become Managing Director for the UK and Europe, while fellow co-founder, Conrad Gauntlett, takes on the role of Chief Operating Officer (COO) for the same region. Both will remain deeply involved in day-to-day operations and continue as significant shareholders, ensuring the brand’s Island identity stays firmly at the centre of the company. Long-standing sales director, Malcolm McClellan, who has been with the business since day one, and marketing director, Claire Layfield, who joined last year, will also remain in post.
The new partnership brings in some of the most experienced figures in the global drinks industry, including Clerkin, US COO Pierrick Bouquet, and lead investor, Will Ward, of Fourward Ventures, who says he has “rarely seen a brand as powerful as Mermaid”. Their combined expertise is expected to build on Mermaid’s growing presence in America, where the brand is already gaining momentum.
Mermaid currently produces around 40,000 nine-litre cases a year, and Xavier believes the new partnership could double that. “We’ve made our mark in the US, but to take things to the next level, this is definitely what’s needed,” he said. While America remains the biggest opportunity, the team also sees strong potential in Asia and Australia.
New opportunities on the Island
Xavier is clear that all production will remain on the Isle of Wight, with plans to bring distillation, bottling, and the visitor centre together under one roof. The team has its eye on a potential new home – but until the deal is signed, the details are being kept tightly under wraps. Mermaid currently employs just over 30 staff, and the expansion is expected to create new roles across distilling, bottling, packaging, sales and marketing – in fact, “all areas of the business”.
Xavier’s confidence that the brand is already making its mark in the US was reinforced during a trip to Las Vegas in October, where he met Scott, the deputy manager of Total Wine. “He already knew all about the Island through the lens of Mermaid,” Xavier said. “He knew the lemons came from Osborne House, the bergamot was grown locally, and that the wild samphire was foraged by hand. That was surreal but so cool.” He also paid tribute to his “fantastic” team and the local community. “The Island has always really got behind us,” he added.
Conrad echoed the importance of the Island to Mermaid’s identity. “From day one, the liquid has led everything we do,” he said. “Our focus has always been on crafting a gin with real depth, balance, and a sense of place.”
East Wight MP Joe Robertson welcomed the development. He said: “Mermaid are a big local success story and it is no wonder that they are now expanding with major interest from the US. It is great to see that they remain 100 per cent committed to the Island and I look forward to continuing to work with Xavier and Conrad to help ensure that the government recognises the importance of local distillers, brewers and pubs to the tourism and hospitality sector and local economies like ours.”
With a national distribution deal now secured with Southern Glazer’s Wine & Spirits, Mermaid Gin is preparing for yet another ambitious chapter. For the Isle of Wight, that should mean more investment, more jobs, and a global spotlight on a brand that proudly promotes the Isle of Wight.
Mal Butler