UK craft distillers call for spirits inclusion in Small Producer Relief scheme in advance of Autumn Budget
Liam Hirt, Founder of Circumstance and Psychopomp Distilleries in Bristol, has called upon support for a plea to the Chancellor, in advance of the Autumn Budget on 26 November, 2025
The open letter calls for parity with brewers and cider makers, saying the existing scheme - limited to products under 8.5% ABV - undermines its goal of supporting small businesses and innovation across the UK drinks industry
Supporters of the open letter thus far include; Elsham Wold Distillery, Wharf Distillery, Doghouse distillery, London Distilling Co, Ludlow Distillery, Grasmere distillery, Spirit of Birmingham, Exploring Whisky and more
In a November blog post, Hirt has explicitly asked the Chancellor to extend Small Producers Relief to alcohol over 8.5%. Currently, a lower rate of Alcohol Duty is only permitted on products with an ABV of less than 8.5%.
Hirt is arguing that the current framework unfairly excludes small producers of gin, whisky, rum, and other higher-strength drinks.
Liam Hirt says,
“Duty relief for beer and cider has proven its value. It has helped small producers compete with global corporations, encouraged hundreds of new entrants, and driven diversity and innovation. Extending the same support to spirits would deliver exactly the same benefits - and strengthen the UK’s position as a world leader in craft distilling.”
The Small Producer Relief Scheme was introduced to correct structural disadvantages faced by small drinks producers. However, by restricting eligibility to products below 8.5% ABV, it excludes the vast majority of craft spirits, which typically sit at 37.5% ABV or higher.
“This limitation discriminates against distillers and contradicts the scheme’s intended purpose. There’s no public health basis for this exclusion,” he added. “A unit of alcohol in a gin is no more harmful than a unit in a beer. In fact, many spirits consumed with low or zero-sugar mixers have fewer calories than most beers or ciders. According to recent HMRC data, spirits duty receipts have fallen by up to £700 million over the past two years*, despite duty increases. A reformed, inclusive SPR could reverse this decline by encouraging investment, compliance, and sectoral growth - boosting long-term revenues for the Treasury.”
Spirits sales now represent 38% of pub alcohol profits according to The Scotch Whisky Association**, despite a smaller share of total serves, and over half of consumers report a preference for spirits when drinking out.
Hirt continues,
“Premium and locally made spirits are key to pub profitability and consumer engagement. Giving small distilleries access to duty relief would allow more collaboration between pubs and local producers, keeping value in local communities.”
With the UK craft spirits sector continuing to grow in global reputation but facing mounting tax pressures, small producers say reform is long overdue.
“The UK’s duty framework should reward innovation, not penalise it. Including spirits in Small Producer Relief would deliver fairness, drive exports, and strengthen the entire drinks ecosystem - from distilleries to pubs to the Treasury.”
The full list of co-signees include:
Liam Hirt - Circumstance Distillery
Richard Foster - Exploring Whisky
Shaun Watts - Ludlow Distillery
Paul Abbott - Grasmere Distillery
Jordan Lunn - West Midlands Distillery
Anthony - Spirit of Birmingham
Stephen Russel - Copper Rivet
Jordan Morris - Abingdon Distillery
Jared Cave - Integrity Malts
Ben Mordue - Elsham Wold Distillery
Laurence Coinsbee - Wharf Distillery
Matt Kay - London Distilling Co
Karl Bond - Forrest Distillery
Phil McLaughlin - Weetwood
Dan Humphries - Summerton Whisky Club
Amy Seton - Grain and Glass
Tim Ethrington-Judge - Avallen
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Circumstance Distillery nominated for ‘Best World Whisky’ at prestigious Online Scotch Whisky Awards
Bristol, UK, October 2025 – Whitehall’s Circumstance Distillery, Bristol’s trailblazing craft distillery, has been nominated for ‘Best World Whisky’ at the Online Scotch Whisky Awards (OSWA) 2025, one of the most respected and independent digital whisky awards in the world.
The OSWAs are judged entirely by self-funded, independent whisky reviewers, free from commercial influence, making their recognition a true mark of quality and innovation. The ‘Best World Whisky’ category celebrates the finest whiskies from around the globe, spotlighting creativity and flavour beyond traditional Scotch.
Founded in 2018 - the first whisky distillery to open in Bristolfor over 80 years - B Corp certified Circumstance Distillery embraces a ‘flavour-first’ philosophy, layering grains, yeasts, and casks to craft whiskies that are uniquely expressive and complex. Its dedication to organic production, sustainability, and community has also positioned Circumstance as a forward-thinking leader in modern English whisky.
Liam Hirt - Founder of Circumstance Distillery says,
“To be nominated in the category 'Best World Whisky' by the Online Scotch Whisky Awards is quite an honour because the nomination comes from a group of independent, self-funded whisky reviewers that we have the utmost respect for. Our aim has always been to put Bristol on the map as a centre of innovation and truly fantastic drinks, so to receive this nod is testament to that and the creativity that you find in this brilliant city."
Circumstance has earned this nomination for its Organic Single Grain Whisky Series, an innovative flavour-led collection that showcases the distillery’s innovative, experimental approach to whisky-making:
Organic Single Grain Rye Whisky – Complex, spicy, and aged in ex-tawny port casks
Organic Single Grain Wheat Whisky – Rare English wheat whisky with rich, layered flavours
Organic Single Grain Whisky – Boldly blended with roasted barley and aged in multiple cask types
The full list of nominations for the Online Scotch Whisky Awards 2025 is available here.
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About Circumstance Distillery
Independent, innovative, and bold, Circumstance Distillery creates whiskies, gins, and experimental spirits that challenge convention. Tours, tastings, and cask-ownership opportunities are available by appointment. More information atwww.circumstancedistillery.com or follow@circumstancedistillery on Instagram.
⚡SUPERCHARGED SWEETS: Caffeine Candy startup Ruly launches in the UK ⚡
Ruly wants to appeal to ‘energy seekers’ looking for taste and innovation
⚡Founders Sophie Murray and Lydia Franks believe that the energy confectionery category could be worth up to £640m in the UK
⚡‘Flavour-first’ Ruly wants to hit the sweet spot between function, energy and confectionery
“Energy Candy” startup Ruly has launched to the trade. Currently trialling in forecourts and independent retailers, the first SKUs available to the Trade will be Tropical and Red Berry.
Ruly was founded in 2024 by restaurant founder turned management consultant Sophie Murray and Finance Director Lydia Franks. The demanding jobs of the founders inspired Ruly: they needed flavour-first, tasty pick-me-up to power through the afternoon slumps, and an alternative to the office birthday cake, sickly energy drinks, or a bit-too-late-in-the-day cup of coffee. They came up with a gummy-style sweet that gives a sustained, controlled energy to ‘rule the day’ - which also had the additional benefit to help give them a boost for weekend runs. The founders say ‘micro-boosting’ caffeine is the way to control your energy boost and not experience the crash that sugary energy drinks can cause, and the name Ruly is inspired by ruling the day, and to be the opposite of ‘unruly’ - being in control.
The pair claim a UK market-first: unlike sports focussed single-dose energy gummies, the energy sweets are made by expert confectioners, rather than supplement manufacturers and designed as a full-bag treat that you eat like candy, and taste like candy. Each 42g pack contains 80mg of caffeine, with guarana and B vitamins.
Murray and Franks estimate that the UK energy candy market could reach £640m, based on parallels with the growth of energy drinks.
Lydia Franks says,
“We believe that the energy market needs an innovative new product and is ripe for disruption. We have analysed data and used the relationship between energy drinks and soft drinks and then applied this to energy sweets versus sweets, and we believe that energy gummies made by confectioners could be worth up to £640 million in the UK.
In 2023, the Sports and Energy Drinks market was worth £3.1bn. The carbonated soft drinks market was worth £9.2bn in 2023.This shows a 34% market size for Energy Drinks versus carbonated soft drinks. If we apply the same 34% market size to sugar confectionery - worth £1.9bn in 2023 versus energy candy, we’re looking at a market size of potentially £640m. We’re aiming high - Red Bull’s market share currently sits at 19%, we’re potentially looking at retail sales of £120m in the UK alone. If sales are not progressing with certain energy brands at the moment, it’s indicative that the market is ripe for innovation. That’s where Ruly steps in.”
Sophie Murray says,
“We’re giving consumers control, retailers a fresh impulse line, and the energy category a serious boost. We want to control energy through our delicious products. Energy drinks are typically consumed in one go, while Ruly gives you ultimate convenience and control: grab a bag and snack at your own pace - we’re calling it ‘micro-boosting’. We’re hitting the sweet spot between function, energy and confectionery. We want to do what Red Bull did for the soft drinks industry - though this time we’re supercharging sweets.”
For more information, please contact stockists@rulyruly.com.
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ENDS
Trade enquiries visit https://rulyruly.com/pages/stock-ruly-energy-candy
NOTES FOR EDITORS:
(1)
“In 2023, the Sports and Energy Drinks market was worth £3.1bn” - see pg 16 https://www.britishsoftdrinks.com/media/bfwhhqrq/bsdaannualreport2024.pdf
(2)
“The carbonated soft drinks market was worth £9.2bn in 2023.”https://www.britishsoftdrinks.com/media/bfwhhqrq/bsdaannualreport2024.pdf
(3)
https://store.mintel.com/report/uk-sugar-and-gum-confectionery-market-report
“DO ONE GOOD THING”: One Water unveils bold new rebrand to appeal to a growing ethically conscious audience
Richmond, UK, April 25 – One Water, the ethical water brand, today unveils its refreshed branding.
The rebrand represents a bold, colorful, and warm new look that builds upon the company’s original aesthetic while clarifying its mission to make ethical hydration the easy choice for consumers. The new visual identity of One Water harks back to their original logo, featuring two inverted water droplets forming the shape of a heart, symbolising the good being done with every purchase of One Water.
The rebrand will be accompanied by a marketing and social media campaign - Do One Good Thing - aiming to create a movement - that shifts the focus from grand gestures to the small, meaningful choices that truly create change.
The rebrand is more than just a fresh design – it’s a response to shifting consumer expectations. In a world where global challenges can feel overwhelming, consumers want to make a difference, but they need clear guidance on how to take action. Research conducted last year by One Water revealed that the desire to support brands that are “doing good” is higher than ever, and the new, purposeful brand reflects that.
Ian Spooner, Brand Director, One Water comments,
“We believe that small actions lead to great change. The power of ‘doing one good thing’ is central to what we stand for, and the rebrand is a visual embodiment of that belief. Research revealed that many consumers are drawn to ethical brands, but often feel overwhelmed by the scale of global challenges. We’ve listened to our consumers, and we’ve evolved. The rebrand is designed to strip away the complexity and reinforce our core message: every One makes a difference. We want to make it as easy as possible for people to make a positive impact, one small action at a time.”
For over 20 years, One Water has been driven by a single, powerful vision: to ensure that everyone has access to safe, clean water. Since its founding in 2005, the company has helped to change over 5 million lives through its clean water initiatives, mainly in sub-Saharan Africa. The rebranded packaging also features a QR code on the back of each bottle, allowing consumers to easily learn more about the brand’s initiatives and the impact of their purchase.
Duncan Goose, Founder of One Water comments,
"Our vision remains unchanged – to change lives, one day at a time. With this rebrand, we’re empowering consumers to be part of a movement that focuses on the small, meaningful choices that add up to real, lasting change. Whether it’s choosing ethical bottled water, supporting a local charity, checking in on a friend, or simply sharing a moment of kindness, these acts all have a ripple effect. When enough people take small steps, they add up to something powerful."
The new packaging is already starting to appear in Sainsbury’s Local stores and will be available at Starbucks and World Duty Free in the coming weeks. In 2024, One Water announced that, in partnership with The One Foundation, it had reached £30 million in funds raised for clean water projects all over the world, changing the lives of over 5 million people.
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Learn more about the rebrand and how you can make a difference by visiting onewater.org.uk or following @onewateruk on social media.
About One Water & Duncan Goose
Since its founding in 2005, One Water has been on a mission to provide safe, clean water to communities in sub-Saharan Africa through every bottle sold. In partnership with The One Foundation, One Water has raised over £30 million to fund clean water projects, making a tangible difference in the lives of millions. One Water was founded by Duncan Goose, who was inspired to set up the brand after seeing a photograph in the newspaper of a young girl sitting next to a padlocked tap in Nairobi, Kenya. With stockists such as Co-Op, Holland & Barratt, Ocado, Sainsbury’s, Starbucks and World Duty Free, it is clear that the big retailers are waking up to working with brands with purpose. One Water is B Corp certified.
Media inquiries:
Joanne Baird
PR Director
0044 7814 267 444 | joanne@joannebaird.com
Design Credits:
The new look was created by The Collaborators, a design agency based in Bristol.