Lockdown sales lift for Eden Mill

Eden-Mill-Tony-Kelly

Eden Mill, the St Andrews based distiller and brewer, has grown sales by 9% during the coronavirus crisis-hit April to June 2020 trading quarter. It has also re-structured the strategic management of the business and co-founder Tony Kelly (pictured) has taken over as CEO from its other co-founder Paul Miller who will be concentrating on the development and construction of the Eden Mill Visitor Experience in St Andrews – set to open by end of 2021.

As for its trading results, e-commerce and online revenue increased by 600% compared to the same quarter in 2019. Against a backdrop of bar, hotel, restaurant, duty free and own shop closures the company bucked the trend completely and grew revenue to £2m, delivering a record £800k net profit for the April to June 12 week trading period.

At the peak of the coronavirus affected period Eden Mill were despatching over 1,000 parcels per day from the new Glasgow Gateway distribution centre as online fulfilment was brought back in-house just prior to lockdown in late March.

Adapting to the new consumer environment the company also ran a series of virtual gin tastings and cocktail masterclasses with over 4,000 gin lovers paying for the Eden Mill ‘at home’ experience.

Bolstered by strong partnerships with key multiples and an early return to export markets such as Russia, Germany and Australia the company counter-balanced the lack of on-trade business, together with revenue from Eden Mill’s own shops and experiences, to deliver the April to June performance. Eden Mill plan to continue and develop its portfolio of virtual experiences as consumers emerge from lockdown with new social drinking behaviours forecast to remain in place.

Tony Kelly said, “Changing consumer behaviour during the coronavirus crisis has been a catalyst for us to fast track our plans while the flexibility and marketing nous of our team has delivered increased sales, market share and brand awareness. The great set of financial results achieved in the last quarter will also now enable us to retain more of our team post furlough and to push on, unhindered by Covid 19, with our distillery development”.

 

 

 

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