Diageo announced the closure of the Chase Distillery facility in June 2024. Subsequently, production of Chase brand beverages is now being moved to Cameronbridge Distillery near Glenrothes in Scotland.
Founded in 2008 in Hereford by William Chase, the creator of Tyrells, Chase Distillery produced a variety of spirits, including vodkas, gins, and ciders. The brand was acquired by Diageo in 2021, reflecting ongoing food and beverage industry trends.
“Since acquiring Chase, we have seen substantial change in the vodka and gin categories,” stated a Diageo spokesperson in an interview.
“To future proof Chase, we took the decision to renovate the liquid, revitalise the packaging, and transform the brand supply to drive its efficiency. These developments are designed to create future growth opportunities for the brand.”
Cameronbridge Distillery also serves as the production site for other Diageo brands, including Smirnoff, Gordon’s, Tanqueray, and Pimm’s, highlighting the importance of efficiency in food distribution trends.
Chase Distillery Approaches Liquidation
With the transfer of production completed, Diageo is now set to liquidate Chase Distillery, as evidenced by filings available through Companies House.
Chase’s financial records for the year ending 30 June 2024 indicate a post-tax loss of £2.75 million, despite an increase in turnover to £5.3 million. This financial strain is largely attributed to administrative costs amounting to £2.85 million, reflecting challenges in food manufacturing trends.
As of 30 June, Chase employed 16 production workers and two administrative staff members. Reports from sister publication The Grocer indicate that 17 employees were offered roles within Diageo. Of these, four have remained, while the remainder opted for redundancy.
“In the last quarter of the current financial year, the directors initiated a Chase brand redesign programme based on a decision by the Diageo Group,” noted the firm in its accompanying strategic report.
“The programme will result in the transfer of all production activities to Diageo Scotland Limited, the brand owner of Chase.”
Furthermore, the report stated: “Management intends to proceed with the liquidation of the company once operations have been successfully transferred and liquidation arrangements can be made. The termination of activities and liquidation arrangement is expected before 30 June 2025.”
