The independently owned, premium drinks company 31DOVER has changed its name to SPIRIT.ED.
SPIRIT.ED, which has three parts to the business – Online, Trade and Agency – was founded in 2012 on Dover Street, London. Since then it has grown into an award-winning business which finds, launches, and sells premium drinks.
They hired branding agency Household and tasked them with developing a new name for the business that would not only refresh the brand but position it ‘at the front and centre of the minds of consumers and the trade’.
CEO Charlotte Jefferies said, “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. 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.”
“We are updating our website, including new imagery, so that the drinks buying experience can be as enjoyable as other aspirational consumer categories such as fashion and homeware.”
“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. 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.”