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8th Aug 2021
A CGI of how Bullards store in Westfield White City will look

A Norwich-based distiller has announced plans to expand its experiential retail operation by opening outlets in three of London’s most prestigious shopping areas.

Bullards, which has already opening gin tasting bars in Norwich’s Chantry Place and Jarrolds this year, is to open its first London outlet in Westfield White City in August, followed by stores in Canary Wharf and Covent Garden piazza later in the year.

The gin maker is banking on a growing trend of experiential retail, especially in food and drink brands, which is balancing a more general decline in bricks and mortar retail.

“For premium food and drink brands, connecting with customers on a face-to-face level is increasingly important,” said Bullards founder and managing director Russell Evans.

“Our two Norwich outlets, in Chantry Place and in the Jarrolds Deli, have enabled us to build personal relationships with potential customers, allowed them to sample the product, and started to build a strong connection with the brand.

“If you are going to build a premium drinks brand, being seen in the right location is critical, and that is why we have chosen three of the highest-profile retail areas in London to launch our Bullards gin tasting bars in the capital.

“We are very definitely Norwich-based, and our gin will always be made here, but we see a real opportunity to market the ‘Spirit of Norwich’ to a wider audience, and fly the flag for a historic Norfolk brand in the capital.”

The three outlets will offer sampling and retail sales, as well as ‘Gin Experiences’, as Covid restrictions are relaxed.