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Retail · October 2026
Waitrose’s Single-Estate Spirits
Thursday 15th October, 2026
Waitrose launched gin and vodka made from regeneratively farmed wheat grown on its own Leckford estate in Hampshire. The hook is a supermarket first: spirits made from crops grown on the retailer’s own farm, connecting the products to a specific field and farming story.
Why it worked: It landed coverage by claiming a verifiable “UK supermarket first” and tying it to a single-field provenance and regenerative farming proof mark.
The lesson: Consider pitching a “category first” built on a single-origin supply chain with third‑party verification and a finite, store‑wide rollout.
Waitrose
Ramsbury Distillery
4 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Waitrose debuts gin and vodka made from its own crops | Thursday 15th October, 2026 |
| eastangliagazette.com | Waitrose Launches First Gin And Vodka Made From A UK Supermarket’s Own Crops - The East Anglia Gazette | Thursday 15th October, 2026 |
| freshplaza.com | HFG has acquired Brooks Grocery | Friday 16th October, 2026 |
| hortidaily.com | Tomatoes, potatoes and bananas dominate French F&V purchases, study finds | Friday 16th October, 2026 |