Mermaid Gin, a premium gin brand from England’s Isle of Wight, has announced a new strategic growth partnership aimed at accelerating its expansion in the United States. 

The new partnership brings together experienced leaders from both global and U.S. beverage industries. Jim Clerkin has joined Mermaid Gin as chief executive officer and board director. Clerkin has more than 40 years of experience in the wine and spirits industry, including senior roles at Guinness, Jim Beam Co., Allied Domecq, and Moët Hennessy, where he served as president and CEO of Moët Hennessy USA.

Pierrick Bouquet will serve as chief operating officer for the U.S., overseeing commercial, marketing, and operational activities. Bouquet has nearly 20 years of experience building premium beverage brands in America, with previous roles at 21Seeds Tequila and Whispering Angel. Will Ward, founder and managing partner of Fourward Ventures, joins as a board member and lead investor. Ward brings expertise in scaling consumer brands and has previously co-founded Z Alexander Brown.

The company’s co-founders, Xavier Baker and Conrad Gauntlett, will continue to be involved in daily operations and brand development. Baker emphasized that Mermaid Gin was created to genuinely reflect the Isle of Wight and that the new partnership will help maintain their commitment to quality and environmental responsibility while expanding their reach in the U.S. Gauntlett highlighted the importance of working closely with American bartenders and retailers who value authenticity.

Clerkin noted that Mermaid Gin is well positioned within the super-premium gin segment in the U.S., which saw significant growth between 2020 and 2024. According to IWSR data cited by Clerkin, this segment—defined as gins priced between $30 and $45—grew by 57% during that period, reaching over 1.25 million nine-liter cases with a compound annual growth rate of 12%. This growth rate outpaced even that of super-premium tequila.