Premium drinks company 31DOVER rebrands as SPIRIT.ED

Premium drinks company 31DOVER today announced its rebrand, changing name to SPIRIT.ED.

Founded in 2012 on Dover Street, London, the independent business said the name change reflects the team’s desire to refresh the brand and position the business at the front and centre of the minds of consumers and the trade.

Headed by chief executive Charlotte Jefferies, SPIRIT.ED, has three parts to the business – Online, Trade and Agency.

“We wanted a name that both reflected our team’s energy, as well as being more closely associated with our focus on selling premium drinks. We felt SPIRIT.ED hit this dual brief and would be memorable for both our online consumers and Central London trade customers,” Jefferies said.

“We have built up an excellent reputation for innovation and service across all three parts of our business and we wanted a name that reflects the company as we are now.”

The e-commerce website of the business maintains a highly curated collection of around 300 drinks, which are delivered next day to consumers across the UK. In addition, consumers can add a luxury gift box and personalised gift note to their orders, which are then delivered in 100% recyclable packaging.

The wholesale division serves Central London’s premium on-trade and off-trade, with next day delivery as standard. They offer customers over 1,000 products, with deep expertise across both spirits and wine.

In addition, they exclusively distribute Hatch Mansfield’s premium wine portfolio within the M25 and were the first UK wholesaler to launch a carbon neutral distribution system in partnership with EcoSPIRITS in 2021.

SPIRIT.ED also acts as the UK distributor for a portfolio of exceptional drinks brands, all of which champion both taste and design. The company work with these brands to design and implement their UK launch strategy, including sales and marketing support.

The agency business also works with non-portfolio brands to grow online awareness and sales through their website.

“We’re delighted with the range of brands who have entrusted their agency business to us, including Lady A Rosé, Portofino Gin, Nuet Aquavit, Noam Beer, Xamán Mezcal and Suncamino Floral Rum, and our team are focused on launching and growing these brands through our online and trade businesses,” Jefferies said.

“Over the last year we have onboarded over 160 new Central London premium Trade customers, delivering a range of over 1,000 products next day as standard.  And we have further refined our range online, focusing on a shortlist of products that look as good as they taste, and which we deliver UK-wide.”