Given present-day economic uncertainty and the headwinds the alcohol industry is facing in general poses the deduction that the premiuimisation wave is seeing some stagnation in the UK market. However that does not translate to the fact that premium products will soon be escorted out of the market. If anything, the increased disposable income and uncertainty are driving the consumer to question if the premium product actually provides the value for money? Even as cost pressures persist across hospitality and retail, consumers are still willing to spend more—provided the product delivers quality, authenticity and a sense of purpose. For distributors, this creates a clear opportunity: craft brands remain in demand, but only those that are commercially sound, scalable and aligned with evolving consumer values deserve a place in modern portfolios.

Craft, today, is no longer just about small batch production or quirky labels. It signals something deeper. Care in sourcing, clarity in process, and responsibility towards the planet. Distributors are increasingly looking for brands that can meet these expectations while also delivering consistency, supply reliability and long-term growth.

Premiumisation and the pull of craft

Premiumisation remains a potential value driver in the UK drinks industry. Craft brands, particularly those rooted in artisanal production methods, answer this demand by offering depth of flavour, transparency, and a narrative that goes beyond price.

Importantly, “craft” also increasingly connotes sustainability. From ingredient sourcing to production choices, brands that demonstrate responsibility towards the environment tend to perform better with modern drinkers, especially younger, urban consumers who dominate discovery in both on- and off-trade channels. For distributors, craft brands that align with premium cues while ticking sustainability and quality boxes are well placed to drive value growth rather than just incremental volume.

Why gin still matters

Gin remains one of the most resilient and versatile spirit categories in the UK. Despite a crowded landscape, it continues to perform well both on- and off-trade, supported by its adaptability in cocktails, long drinks and premium serves. While the initial boom may have stabilised, demand has not disappeared, it has simply become more selective.

This is where genuinely novel, well-crafted gin brands stand out. Distributors are no longer looking for “another gin,” but for gins that bring clarity of flavour, production integrity and a reason to exist on shelf and back bar. A strong craft gin, executed properly, still fits naturally into the UK market—provided it is built for scale.

Clarity Distilling Company: craft with commercial intent

Founded in 2022 by George and Stephanie, Clarity Distilling Company is an award-winning producer built around a simple but powerful idea: absolute clarity in spirit making. From ingredients to process, the brand places transparency, precision and quality at the core of everything it does. These are values that align closely with what UK distributors now expect from modern craft partners.

Clarity’s production process begins with a sustainable, high-quality ethanol base derived from whey, a natural by-product of grass-fed New Zealand milk. Sourced from one of the few global producers using casein whey as feedstock, this approach not only supports sustainability but also delivers a clean, neutral foundation for flavour expression.

Each botanical is distilled separately, either through direct distillation or vapour infusion—to preserve its individual character. These individual distillates are then blended with precision, allowing Clarity to achieve consistency, balance and complexity at scale without compromising quality.

A portfolio designed for the UK market

Clarity’s range is well suited to the UK’s gin-led premium landscape.

Clarity Dry Gin, a classic London Dry style, is bold, balanced and highly versatile. With pronounced juniper, citrus and gentle spice, it is designed to work seamlessly across tonics and garnishes. Available in 700ml and 200ml formats at 40% ABV, it has earned 93 points at the London Spirits Competition 2025 alongside multiple international gold medals.

Clarity 2023 Gin reflects current consumer preferences for slightly softer, more approachable profiles. Naturally sweeter with vibrant citrus and a crisp finish, it is positioned as a refreshing summer gin while retaining classic structure. It has secured strong recognition at both London and international competitions.

Clarity Navy Gin brings heritage and intensity together. Bottled at 57.5% ABV, it pays homage to traditional Navy Strength gins with robust juniper, smoked coriander and layered spice. Its accolades include Spirit of the Year New Zealand 2025 and an outstanding 98 points at the London Spirits Competition.

Clarity also offers a clean, neutral vodka, adding further versatility for distributors seeking a broader premium spirits proposition.

Why this matters for distributors

For UK distributors, Clarity Distilling Company represents the kind of craft brand that fits today’s reality: premium, award-winning, transparent in process, and capable of scaling without losing identity. The brand’s clear positioning, format flexibility and strong on-paper credentials make it suitable for both on-trade discovery and off-trade growth.

In a market where shelf space is tight and portfolios are under constant review, distributors need craft brands that are not only desirable, but dependable. Clarity shows that when craft is built with structure, sustainability and scalability in mind, it becomes a commercial asset—not a risk.