Lerwick Distillery Agrees to Acquire Shetland Reel

We are delighted to announce our agreement to acquire Shetland Reel, the UK’s most northerly gin distillery and one of Scotland’s most recognised premium spirits brands.

This acquisition marks an important milestone for both businesses and heralds an exciting new chapter for Shetland Reel, ensuring its continued growth and success under our ownership.

A natural fit

After more than a decade of building and developing the Shetland Reel brand, the current owners have chosen to focus on other business interests. This transition allows us to continue the brand’s journey, bringing our shared passion for quality, innovation, and Shetland’s unique identity.

For us, this acquisition is a natural fit. Both of our businesses are proudly rooted in Shetland and united by a commitment to exceptional craftsmanship, authenticity, and showcasing our islands through premium spirits.

Since its launch in 2015, Shetland Reel has earned a strong reputation for producing award-winning spirits inspired by Shetland’s distinctive landscapes, botanicals, and maritime heritage. Its products have gained a loyal following both within the UK and internationally, making it one of Shetland’s best-known consumer brands.

Preserving the legacy, building the future

We intend not only to preserve that legacy but to build upon it. Our investment in the brand will support future growth, strengthen market presence, and create new opportunities for innovation, distribution, and exports, all while maintaining the quality and character that customers have come to expect.

To the customers, trade partners, and supporters of Shetland Reel: you can be assured that the brand’s commitment to excellence, authenticity, and island provenance will remain at the heart of everything we do.

Bringing Shetland Reel into our family supports our long-term ambition to establish Shetland as one of the world’s most distinctive premium spirits destinations. By uniting our complementary brands, expertise, and shared values, we are well-positioned to strengthen the international profile of Shetland spirits and create new opportunities for tourism, exports, and sustainable economic growth in our community.

What they said

Martin Watt, Founder of Lerwick Distillery, said:

“Shetland Reel is a brand we have admired for many years. It has been built with passion, integrity and a genuine connection to our islands. We are incredibly proud to welcome Shetland Reel into the Lerwick Distillery family and are committed to investing in its future while respecting everything that has made the brand so special.

We would also like to thank the Co-Founders, Wilma and Stuart Nickerson and Debbie Strang for the dedication and vision they have brought to the business over the past decade and wish them every success in their future ventures.”

Debbie Strang, Director of Shetland Reel, said:

“As Shetland Reel celebrates its twelfth anniversary, it is incredibly exciting to see the brand enter its next chapter. Over the years, it has grown from an ambitious idea into a recognised and respected premium spirits brand, supported by loyal customers and advocates both at home and around the world.

We have been watching Lerwick Distillery become established and feel is a natural successor. I can think of no better team to take the brand forward. We wish Martin and his team every success and look forward to watching Shetland Reel continue to flourish in the years ahead.”