Diageo closes Chase Distillery in Herefordshire, moves production to Scotland

UK – Diageo has announced its decision to close Chase Distillery site in Herefordshire and shift production of its gins and vodkas to the Cameronbridge Distillery in Fife, Scotland.  

The move comes as part of Diageo’s plans to “future proof” the Chase brand amid ongoing changes in the vodka and gin markets. 

Chase Distillery was acquired by Diageo in 2021 from its founder William Chase, also known for creating the Tyrells crisp brand.  

The distillery was renowned for its potato-based spirits, but now, production of Chase gins and vodkas will take place at the Cameronbridge Distillery, which is already home to several of Diageo’s high-profile brands such as Smirnoff, Gordon’s, Tanqueray, and Pimm’s. 

Diageo representatives have stated that the closure is part of a broader plan to revamp the Chase brand, including liquid renovation, packaging redesign, and improvements to brand supply chains.  

The goal is to drive efficiency and enhance growth prospects for Chase in the competitive spirits industry.  

A company spokeswoman emphasized the importance of these changes in positioning Chase for future success:  

“To future proof Chase, we took the decision to renovate the liquid, revitalise the packaging, and transform the brand supply to drive its efficiency. These developments are designed to create future growth opportunities for the brand.” 

As part of the transition, Diageo has filed plans with Companies House for the liquidation of Chase Distillery, with the process expected to be completed by 30 June 2025.  

Financial documents shared in December indicated that the Chase brand saw an increase in turnover by £623,472 to £5.29 million (US$6.5 million) in the year ending 30 June 2024.  

However, the company reported a pre-tax loss of £3.2 million, a sharp contrast to the £245,000 profit recorded the previous year.  

James Edmunds, director of Chase, explained that this loss was due to one-time costs of £3.9 million related to asset write-downs, stock write-offs, redundancies, and other charges tied to the distillery’s closure. 

This move coincides with the release of Diageo’s Distilled 2025 global trends report, which identifies key consumer behavior trends likely to shape the market in the coming years.  

The report, based on an analysis of over 160 million online conversations, highlights shifts such as a rise in moderate drinking practices, increased spending on unique products, and greater integration of AI into daily life.  

The report also explores how consumer interest in brands that promote well-being, sustainability, and community belonging is expected to grow. 

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