The culinary duo behind the popular London restaurant Wild by Tart have expanded their brand into the spirits aisle, launching an exclusive gin now available in major UK supermarkets.
From Food Columnists to Gin Creators
Jemima Jones and Lucy Carr-Ellison, who founded Tart London and later opened Wild by Tart in London's Victoria in October 2019, have partnered with Bathtub Gin for their latest venture. The collaboration has resulted in a limited edition bottle now stocked by Sainsbury’s, Asda, and Morrisons nationwide.
The founders, who began their careers as food writers for the Evening Standard Magazine, described the design as being inspired by the "wild folkloric beauty of winter." They aimed to create a bottle that touches on British heritage and the wilderness of native landscapes.
A Design for Hosting and Gifting
"The design carries you on a dreamlike journey through night skies and nature, weaving together beauty, imagination and folklore," Jones and Carr-Ellison said. "Heritage, nature and imagination come together under the stars."
They utilised Bathtub Gin's signature paper wrap as their canvas, aiming to produce a bottle that works as a beautiful centrepiece for a table or as a seasonal gift. The gin inside is Bathtub Gin's Kent-made London Dry Gin, which is cold-infused with botanicals like orange peel and cardamom.
Bathtub Gin's Strategy of Collaboration
For Bathtub Gin, launched in 2011 by Atom Brands, this partnership continues a successful strategy of creative collaborations. The brand, which takes inspiration from 1920s prohibition-era illicit gin, has previously worked with ceramicist Harlie Brown and on the Belgravia in Bloom festival.
Hannah Burden-Teh, Brand Director for Bathtub Gin, explained the appeal: "The brown paper wrap has always been a signature part of Bathtub Gin, and it lends itself perfectly to creative collaborations. It gives us a canvas to partner with exciting names like Tart London."
She noted that the timing is perfect for the gifting season and that their customers often upcycle the distinctive bottles. "Limited editions like this are about giving them something extra special to enjoy and to keep," she added.
The launch positions the product as the 'gin of hosting', tapping into a consumer trend favouring quality and experience over quantity in alcohol consumption. It marks a significant retail expansion for the Tart London brand beyond its restaurateur roots.
