The News
Bullards Spirits, a Norfolk-based brand with a six-generation history, has added three new wholesale listings with CH Wine Merchants, Peter Graham Wines and Crush. These partnerships, along with its existing deal with D&F McCarthy, aim to increase its reach in the region. The companies are based in Norfolk and serve the East Anglian area, including Norwich and Suffolk.
This week’s brief looks at how Bullards Spirits is expanding its reach in East Anglia with three new wholesale partners, moving from a pandemic‑era focus on direct‑to‑consumer sales to a more balanced on‑trade presence.
Bullards is reducing its direct‑to‑consumer share from about 90 % to roughly 81 %, according to the Eastern Daily Press. The change reflects a shift toward home consumption that has become structural. The partnership with D&F McCarthy, which has over 140 years of local experience, shows Bullards’ intent to embed its product in traditional distribution.
Bullards now allocates about half of its production to “Eco‑Refill” pouches, a detail noted by East Anglia in Business. This move aligns with the spirits industry’s shift toward premium and eco‑conscious packaging. In a gin market that grew from around 160 brands in 2013 to more than 440 today, Bullards’ focus on award‑winning London dry profile offers a point of differentiation.
Operators benefit from D&F McCarthy’s established footprint in Norfolk and nearby counties, which translates into shorter lead times and existing relationships with regional bars and retailers. Bars updating cocktail menus may find Bullards’ gin appealing for its award‑winning London dry profile and for the brand’s sustainable packaging that matches consumer demand for environmentally responsible products.
Retailers should note that Bullards is available through D&F McCarthy only within East Anglia. The partnership does not cover national distribution at this time, so operators beyond the region need to consider the possibility of a future rollout against existing inventory commitments and local competition.
The key point for distributors and operators is that Bullards’ return to wholesale, supported by D&F McCarthy’s long history, gives the brand a chance to hold shelf space that might otherwise go to competitors in an oversaturated gin market. The partnership illustrates how brands that pair award‑winning spirits with sustainability messaging and reliable local distribution can navigate post‑pandemic shifts toward home consumption while still generating on‑trade revenue.
Original Press Release
Continuing its mission to become the biggest spirits brand in East Anglia, Norfolk’s Bullards Spirits has secured three new wholesale listings with CH Wine Merchants, Peter Graham Wines and Crush.
In addition to its current partnership with East Anglia’s leading wholesaler, D&F McCarthy, Bullards Spirits has further expanded its regional reach with these three new wholesale listings.
The award-winning spirits brand has a fascinating history in Norfolk spanning six generations, producing beer and spirits for discerning tastes. These new trade deals with established companies in the area will help create strong partnerships within the local economy.
Peter Graham Wines is an established independent wine specialist based in Norfolk and has served the East Anglian region for over 25 years, with a curated portfolio of wines from across the world. CH Wine Merchants supplies venues around Norwich, Norfolk and Suffolk and is renowned for its dedication to great value and superb service. Furthermore, Norfolk-based Crush specialises in artisan food and drink.
“We have some exciting new products coming very soon and these wholesale partnerships will strengthen our hospitality reach and increase structured access to premium on- and off-trade venues across the region,” says Russell Evans, founder of Bullards Spirits. “Given that Bullards is a name that’s synonymous with the history of Norwich since 1837, it’s important for us to team up with leading brands that also have strong roots in the local area. Peter Graham Wines, CH Wine Merchants and Crush pride themselves on the same values that Bullards has built itself on and have great reputations in East Anglia.”
Bullards Spirits is the home of luxury and sustainable gins and rum, all available to the on-trade and off-trade.
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Sources consulted (web research):
- Bullards Keeps It Local With Exclusive Wholesale Deal
- Bullards Spirits Toasts Exciting New Chapter
- 25294592.bullards Gin Targeting Pubs 90pc Business Now Online
- Bullards
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- Bullards Spirits Announces Three New London Site Openings
Source: BevNET