Gin Ting, a UK business marketing flavoured gin and rum, is eyeing markets in central and eastern Europe as it embarks on an export push.

The company, set up in 2018, has hired UK-based exporter Cheers Global to build its business in international markets.

“The focus will be on central and eastern Europe as priority markets,” Cheers Global founder and MD Craig Johnstone told Just Drinks. “This region offers substantial growth potential for flavoured gin and rum, driven by shifting consumer preferences, a growing interest in premium spirits, and the expanding cocktail culture.”

Cheers Global will export Gin Ting’s full range, including its 70cl bottles of gin and rum, as well as its 250ml RTD cans.

Johnstone added: “The region is experiencing a gradual but steady transition from traditional vodka consumption to other spirits, particularly flavoured gin and rum.”

Gin Ting’s two flagship products are its passionfruit, mango and elderflower flavoured gin and its pineapple, mango and guava flavoured rum.

In the UK, both products are available online, through retailers such as Amazon and Master of Malt. The products can also be found at on-trade customers including JD Wetherspoon.

Gin Ting founder Kris Hindley said: "We haven’t partnered with any reps in the past for export, the brand has mainly been focused on in the UK. This is where we see the next steps and huge growth potential for the brand outside of the UK.

"We’ve effectively proven the 'concept' of the brand in the UK, in a very worldwide, brand-dominated market and we’ve rubbed shoulders with the best of them. If we have the same demand from export markets, then it will prove extremely lucrative for us."

Former Sovereign Beverage Company and Coca-Cola Enterprises executive Johnstone set up Cheers Global earlier this year.

The Middlewich-based business has recently secured deals to represent UK brewers Adnams and Buxton Brewery in export markets.