ELLC launches in Sweden

by Georgie Pursey

UK-based East London Liquor Company (ELLC) has secured the 'coveted' Swedish distribution of its single malt whisky through Sweden’s Systembolaget monopoly scheme.

Founded in 1955, the Systembolaget scheme gives the Swedish Alcohol Retailing Monopoly, run by the Swedish government, the sole right to retail alcoholic beverages in Sweden. The sales of spirits, wine, and beer with an ABV of more than 3.5% take place through the company. The scheme was founded in an attempt to regulate alcohol consumption in Sweden and minimise alcohol-related problems, by selling the drink in a responsible way – without profit motive or up-selling. The whisky will be offered to 448 stores across Sweden having gone through a blind tasting process where products are scored before being selected. Distillery founder Alex Wolpert said: “To be selected by a panel of Swedish experts in a blind taste test is a brilliant accolade for our recently relaunched Single Malt. We’re pretty chuffed to know our whisky, that comes from the heart of London’s East End, will be landing in the drinks cabinets of our Swedish friends real soon”. The distillery has also secured further expansion into Canada and the US. It will sell into 38 stores in British Columbia from November, as well as across the state of Louisiana. Both new markets come as a result of successful growth in New York, California, Texas and Connecticut. Both ELLC's London Single Malt and London Rye whiskies are now presented in the new bottle that was revealed in April. The new bottle design weighs 48% less that the previous design, and requires 60% less carbon dioxide to produce. In November 2020, The Spirits Business spoke with Wolpert about building an international brand that prioritises both quality and affordability. Last year, the distillery reached its crowdfunding target of £750,000 (US$897,000).