Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.
These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.
For Justerini & Brooks, this association dates back to the supply of wines for the coronation of King George III in 1761, Johnnie Walker has held a Royal Warrant to the monarch for the supply of its Scotch whiskies since King George V in 1934, and this is the fifth Royal Warrant to be granted to Tanqueray Gordon & Company over almost a century, since 1925.
Diageo said each brand, all of which held a Royal Warrant to Queen Elizabeth II, is proud of this mark of recognition for supplying the Royal Household and shares the commitment to the highest standards of service, quality, excellence and craftsmanship that unites all Royal Warrant holders, along with the public commitment to sustainable and responsible business practices.
“It is a great privilege to supply our products to the Royal Household, and with the granting of these five new Royal Warrants to HM The King, we will display His Majesty’s Royal Arms on these brands with immense pride,” Dan Mobley, global corporate relations director at Diageo, and Grantee for the Royal Warrant held by John Walker & Sons, said.
John Walker & Sons (Johnnie Walker)
Scotch Whisky Distillers By Appointment to His Majesty The King
Johnnie Walker has held a Royal Warrant to the Monarch for its Scotch whiskies since first granted by George V in 1934.
“It is an honour to continue to supply the Royal Household with a Royal Warrant to HM The King, and support this with a commitment to sustainability, grain to glass,” the brand said.
In 2021, His Majesty, as HRH The Prince Charles, Duke of Rothesay, conducted the Royal opening of the flagship visitor experience Johnnie Walker Princes Street in Edinburgh. The visit also marked the beginning of a hospitality training partnership between Johnnie Walker and The King’s Foundation.
Since the Diamond Jubilee of Queen Elizabeth II, Johnnie Walker has continued to support the Royal Warrant Holders Association charity QEST (Queen Elizabeth Scholarship Trust), of which HM The King is Patron, to fund craft training for talented makers.
Justerini & Brooks
Wine & Spirits Merchants By Appointment to His Majesty The King
Fine wine and spirits merchant Justerini & Brooks, established in London in 1749, said they are honoured to have been granted Royal Warrants since providing wines for the Coronation of George III in 1761 through to Queen Elizabeth II.
“Justerini & Brooks has celebrated its 275th anniversary throughout 2024; receiving a letter granting a Royal Warrant of Appointment to HM The King is a particularly special way to conclude this milestone year,” the firm said.
Pimm’s
Distillers & Compounders By Appointment to His Majesty The King
James Pimm first mixed his famous cocktail at his Oyster Bar in London in the 1840s. The recipe for PIMM’S No. 1 Cup - gin infused with herbal botanicals, caramelised orange and spices - remains a closely guarded secret.
In 2011, Pimm’s was granted a Royal Warrant as Distillers & Compounders By Appointment to Queen Elizabeth II. Limited edition PIMM’S bottles were released in 2022 for the Platinum Jubilee of Queen Elizabeth II, with a call for friends, families and communities to celebrate “Come Reign or Shine”, and a Coronation Edition in 2023 “To King & Country”, with the PIMM’S bus and bars popping up in London and Windsor.
Royal Lochnagar
Scotch Whisky Distillers By Appointment to His Majesty The King
Opened in 1845, the distillery became known as Royal Lochnagar following a visit by Queen Victoria and Prince Albert from neighbouring Balmoral, the Highland home of the Royal Family, in 1848.
His Majesty The King, as HRH The Prince Charles, Duke of Rothesay, has been welcomed three times to Royal Lochnagar: in 1995 and 1998 to mark the 150th anniversaries of the distillery and Queen Victoria’s visit, and in 2018 to receive a cask, bottled to raise funds for The Prince’s Foundation (now The King’s Foundation).
Royal Lochnagar was granted a Royal Warrant as Scotch Whisky Distillers By Appointment to Queen Elizabeth II in 2021. The distillery team planted seven commemorative birch trees at the distillery for the Queen’s Green Canopy, and an eighth in 2023 to mark the 75th birthday of HM The King.
Tanqueray Gordon & Company
Gin Distillers By Appointment to His Majesty The King
The rich heritage of Gordon’s and Tanqueray began in London with the creation of gins by Alexander Gordon in 1769 and Charles Tanqueray in the 1830s. Tanqueray Gordon & Company was formed in 1898 and first granted a Royal Warrant as Gin Distillers to HRH The Prince of Wales in 1925.
Royal Warrants have been held since, granted by George VI, Queen Elizabeth The Queen Mother, Queen Elizabeth II, and now, almost a century on, as Gin Distillers By Appointment to HM The King.
Having entered the UK’s Top 10 Spirits in 2024, rising three places up the ranks verses last year, Jameson is continuing to recruit consumers through its Jameson, Ginger & Lime serve, newly extended Premium range, and its long-term partnership with the English Football League (EFL), the latter having helped deliver record high equity levels for the brand.
This St. Patrick’s Day, Jameson will bring to life its three core values of being welcoming, smooth and light-hearted, with a new campaign "Must Be A Jameson". Set to reach over 15 million consumers, the TV partnership will be live from 24 February to 14 April via Sky Sports, as well as Video on Demand (including ITV, Channel 4, Prime Video) and online video (YouTube).
Wembley Jameson event
The Sky Sports tie-up supports the brand’s long-term partnership with the EFL and as part of this, a large-scale experiential event will also be executed at the Carabao Cup Final on Sunday 16 March. The Jameson Bus "Orla Board" will be ready to greet over 80,000 Liverpool and Newcastle United fans as they descend on Wembley Stadium to see one team lift the trophy. The bus will be serving Jameson, Ginger & Lime drinks, handing out Jameson merchandise, as well as encouraging football fans to drink responsibly though the distribution of water as part of Pernod Ricard’s Drink More Water campaign.
“We’re going to paint the whole month green, not just St. Patrick’s Day Weekend!" said Josh McCarthy, Brand Director for Pernod Ricard UK. "The last 18-months has seen us gain so much momentum thanks to the hard work of our teams. We’ll be toasting all that’s great about Jameson with fans of our whiskey, our partners and some of our favourite creators. We’ve got a Yard Sale Pizza collab for the food lovers, our Jameson Bus at Wembley for the League Cup Final with the EFL and Jameson, Ginger & Lime samples to share with consumers across the country, you’re not going to miss us this March. Sláinte!”
Heineken UK is expanding its classic Irish stout brand, Murphy’s (four per cent ABV), with the introduction of new 4x440ml and 10x440ml multipacks to tap into the stout category’s growing popularity. The new formats will roll out across the grocery, wholesale and convenience channels from March 2025.
The stout category has performed incredibly well over the past year as consumer demand for the "black stuff" surges, with strong value and volume growth in the total market of +23.7 per cent and +18 per cent, respectively. In the off-trade, specifically, stout has grown +15.6 per cent in value and +11.3 per cent in volume.
Founded in Cork in 1856, Murphy’s Irish Stout has always been a trusted, authentic stout brand, and this position has been solidified over the past year as the demand for stout has increased and consumers explore the category further – with many discovering Murphy’s for the first time due to increased distribution in pubs and bars.
Murphy’s saw a significant increase in sales across 2024, resulting in a total uplift of 104 per cent for the year. This peaked in December, when there was overwhelming demand for Murphy’s, with pints up an incredible 632 per cent in UK pubs and bars, compared to the same period in 2023.
“Given stout’s surging performance across the total market, we have seen consumers explore the category further,” said Alexander Wilson, Category & Commercial Strategy Director, Off Trade.” As a credible, authentic stout option, Murphy’s has exploded in the on-trade over the past year. This expansion of formats in the off-trade will enable even more customers to maximise the stout opportunity and provide consumers with quality options to enjoy at home.”
Murphy’s boasts a well-fired, toasty and earthy taste with notes of toffee, coffee and chocolate. Its silky-smooth feel also features aromas of coffee grinds, mocha, chocolate, sweet, and malt syrup.
Murphy’s Irish Stout
Pack size: 4x440ml / 10x440ml
Case size: 6x4x440ml / 2x10x440ml
RRP: £5.00* / £12.00*
ABV: 4%
*Recommended retail price only. Retailers are free to set their own prices.
The stout category has performed incredibly well over the past year as consumer demand for the "black stuff" surges, with strong value and volume growth in the total market of +23.7 per cent and +18 per cent, respectively. In the off-trade, specifically, stout has grown +15.6 per cent in value and +11.3 per cent in volume.
Founded in Cork in 1856, Murphy’s Irish Stout has always been a trusted, authentic stout brand, and this position has been solidified over the past year as the demand for stout has increased and consumers explore the category further – with many discovering Murphy’s for the first time due to increased distribution in pubs and bars.
Murphy’s saw a significant increase in sales across 2024, resulting in a total uplift of 104 per cent for the year. This peaked in December, when there was overwhelming demand for Murphy’s, with pints up an incredible 632 per cent in UK pubs and bars, compared to the same period in 2023.
“Given stout’s surging performance across the total market, we have seen consumers explore the category further,” said Alexander Wilson, Category & Commercial Strategy Director, Off Trade.” As a credible, authentic stout option, Murphy’s has exploded in the on-trade over the past year. This expansion of formats in the off-trade will enable even more customers to maximise the stout opportunity and provide consumers with quality options to enjoy at home.”
Murphy’s boasts a well-fired, toasty and earthy taste with notes of toffee, coffee and chocolate. Its silky-smooth feel also features aromas of coffee grinds, mocha, chocolate, sweet, and malt syrup.
Murphy’s Irish Stout
Pack size: 4x440ml / 10x440ml
Case size: 6x4x440ml / 2x10x440ml
RRP: £5.00* / £12.00*
ABV: 4%
*Recommended retail price only. Retailers are free to set their own prices.
Absolut is serving up something special with the group, Sugababes. Just like the girls themselves, this exciting cocktail range is all about flavour, style, and creativity. Featuring renowned Absolut Vodka flavours — including Absolut Raspberri, Absolut Vanilia, and Absolut Hunni — each cocktail puts a fresh twist on a classic recipe, capturing the essence of the Sugababes in every sip.
AbsolutPush the Berri Button Collins – by Mutya
AbsolutRound Round Martini – by Keisha
AbsolutHunni Like Me Martini – by Siobhan
Absolut and Sugababes are calling all fans to go "Round Round" to their local stores to be in the mix for winning exclusive prizes including tickets, merch and signed goodies. Consumers will be able to enter a competition to see the band live on their 2025 tour just by scanning a QR code in-store and can increase their chances to win by purchasing a bottle of Absolut flavoured vodka (Absolut Hunni, Absolut Raspberri and Absolut Vanilia). Consumers will be asked to input the last four digits of the bottle’s barcode as proof of purchase when entering the competition via the Absolut website.
Throughout their 2025 tour, the iconic pop trifecta will be autographing a limited number of Absolut flavoured vodka bottles, which will be available for fans to win across Absolut’s social media channels throughout the tour. Additionally, Absolut will be offering limited ‘Tab on Tour’ bar tabs at selected Revolution venues throughout Sugababes April tour (T&Cs below).
“Absolut believes we’re Born To Mix – celebrating the power of blending, whether it’s drinks, ideas or people," said Alison Perrottet, Brand Director for Absolut UK. "With a legacy of supporting creative communities since 1979, Absolut partners with artists and musicians to spark cultural conversations and inspire progress. This partnership with the Sugababes, a group celebrated not only for their music but also for representing reinvention and unity, showcases how blending voices, talents, and perspectives can inspire and celebrate diversity and creativity.
Perrottet continued: “We’re buzzing to share this Absolut Vodka cocktail collection with you – each drink is inspired by our own bold and unique style! From the playful energy of Mutya’s Push the Berri Button Collins to the sophistication of Keisha’s Round Round Martini, and the classic charm of Siobhan’s Hunni Like Me Martini. It’s all about mixing things up, having fun, and bringing new twists to classic recipes we love. Enjoy! – Sugababes.”
A centuries-old Indian spirit, banned during British colonial rule, is poised to make a dramatic entrance onto the UK drinks market.
Six Brothers Mahura, distilled from the culturally significant Mahura flower (Madhuca Longifolia), will launch in the UK in 2025, marking the first time this unique spirit has been sold outside of India. This launch follows the unveiling of a limited-edition ultra-premium release, the Six Brothers 1922 Resurrection Mahura, of which only 102 bottles are available.
Also known as Mahua, Mahuva, Mahuda or Mhowra, the Mahura tree is native to the forests of western and central India. Its flower has long been cherished by indigenous tribal communities and royalty alike, but its distillation was suppressed during colonial times to protect European spirit imports. Now, South Seas Distilleries, one of India’s oldest malt distilleries, is reviving this forgotten heritage with two Mahura expressions.
Six Brothers Small Batch Mahura, the spirit launching in the UK, is a premium spirit, double-distilled in copper pot stills and platinum filtered. Its complex and aromatic profile offers sweet, earthy notes of dried fruits, pepper, and ginger, followed by a clean, spicy finish with lingering raisin. The spirit is expected to be versatile, lending itself to a range of sophisticated cocktails.
To celebrate the UK launch and introduce Mahura to the market, South Seas Distilleries has launched the Six Brothers Mahura Masters cocktail competition. Set to take place in March at the prestigious Scarfes Bar at the Rosewood London, the competition invites top bartenders to create innovative cocktails using Mahura.
Andy Loudon, Director of Bars at Scarfes Bar, said the venue was the perfect setting for the launch of a new spirit category.
“With a legacy of redefining cocktail culture through creativity and narrative driven storytelling, Scarfes Bar naturally aligns with the symbolism of the Mahura flower: rare, vibrant, and full of possibility,” Loudon commented.
“The venue’s history of hosting world-class competitions and championing forward-thinking bartending makes it a fitting stage to unveil a spirit that, like the Mahura, signifies growth, transformation, and a bold new chapter in the world of cocktails.”
Drinks critic Douglas Blyde, a judge for the competition, added: “The competition provides an opportunity to introduce this groundbreaking spirit to the UK market, engaging the capital’s best talent in the process. Bartenders will have the unique chance to shape the way Mahura as a category is received in the UK, and to push the boundaries of what this versatile spirit can do in cocktails.”
The competition will see two winners being rewarded with a luxury trip to India to learn about the spirit’s cultural and distilling heritage, timed to coincide with the Mahura tree’s blooming season.
Jack Daniel’s and Coca-Cola ready-to-drink (RTD) has been crowned the winner of the Pre-Mixed Spirit category at the 2025 Product of the Year Awards, the UK’s largest consumer-voted accolade for product innovation.
The launch in March 2023 brought the two brands together, each with a vast global footprint, to offer a convenient, consistent bar quality drink for consumers to enjoy at home. Voted by a panel of 8,000 shoppers, the win reflects the popularity of the product among consumers and retailers alike.
To date, the drink – which includes variants with and without sugar – has generated more than £55m in sales, with Jack Daniel’s & Coca-Cola Original Taste becoming GB's top-selling ARTD SKU. The Zero Sugar variant caters to rising demand for low and no sugar options, contributing 16 per cent of sales so far and showing strong growth potential.
To help deliver visible value for convenience shoppers, the brand introduced price-marked packs (PMPs) last summer – further solidifying Jack Daniel’s & Coca-Cola RTD as a must-have offering in the convenience channel, where value remains one of shoppers’ primary motivations.
“We’re absolutely thrilled to win this prestigious award, particularly because it’s voted for by consumers themselves,” said Elaine Maher, Associate Director, Alcohol Ready-to-Drink at CCEP GB. “It’s the ultimate seal of approval, and with 71 per cent of shoppers more likely to buy a product that has won, the drink is set to go from strength to strength.
"This achievement is a powerful reminder of why we’re so passionate about innovation and delivering what consumers want in the ARTD category – which is worth £554m in GB. It’s the perfect way to kick off what’s set to be a very exciting year for our ARTD portfolio, with incredible new launches and campaigns set to unlock continued growth."
Celebrating 21 years of innovation in the UK, the Product of the Year Awards operates in more than 45 countries, offering a trusted seal that boosts brand recognition, increasing consumer awareness by 81 per cent and purchase intent by 71 per cent, helping to reinforce Jack Daniel’s & Coca-Cola ARTD’s leadership in the booming ARTD category.