Boatyard Distillery targets US as premium gin surges
Northern Irish distillery Boatyard is entering the US market with a $40 juniper-led gin, tapping into a premium spirits boom that has seen super premium sales jump 172% since 2019.
Boatyard Distillery is bringing its Double Gin to the United States, hiring former William Grant & Sons executive Tim Herlihy to lead its national sales and advocacy. The move marks a significant international expansion for the Northern Irish producer as it looks to capture shelf space in the world's largest spirits market.
The company is entering a highly lucrative segment. According to the Distilled Spirits Council of the United States, super premium gin sales have surged 172% since 2019. While much of this recent growth has been driven by "New World" gins that downplay juniper in favor of cucumber, lavender, or chamomile, Boatyard is betting on a traditionalist counter-strategy.
Founder and master distiller Joe McGirr has spent the last decade building the brand around an assertive juniper profile. Boatyard Double Gin is a 92-proof, wheat-based liquid that macerates eight botanicals for 18 hours before undergoing a second vapor infusion of juniper. US bottles are expected to retail at $40, targeting both retail shelves and high-end cocktail menus where the spirit's earthy zest and licorice notes can serve as a base for Negronis and classic tonics.
Herlihy’s appointment is designed to accelerate this retail and on-premise rollout. Having previously worked on Hendrick’s—a leading New World gin—at William Grant & Sons, he brings established distribution networks to Boatyard's distinctly traditional pitch. His hiring signals that Boatyard is not merely testing the waters but intends to build a sustained national presence.
ESG positioning
Beyond its liquid profile, Boatyard is also leveraging its environmental credentials to differentiate itself in a competitive premium segment. The company operates a carbon neutral facility, sources botanicals from local organic farms, up-cycles all byproducts, and avoids plastic in its shipping processes. It recently became Ireland’s first certified B Corp distillery.
For investors and industry executives, this environmental and social governance alignment offers a distinct commercial edge. Premium consumers and bar programs increasingly factor sustainability into their purchasing decisions, allowing Boatyard to market its $40 price point not just on taste, but on verified corporate responsibility.
