East London Liquor Co (ELLC) has launched its first new whisky in three years.
The supplier – which was placed into administration in 2023 before being sold as a going concern to existing management and shareholders – has introduced its first-ever blended whisky.
Called East London Threads, the new dram is made using a blend of scotch whisky from Loch Lomond and ELLC’s own whisky, distilled and matured in London.
The blend was developed by the brand’s head of whisky Sam Garbutt alongside John Glaser, founder of whisky blending company Compass Box.
It has launched via DTC and in specialist retailers including The Whisky Exchange (rsp: £42/70cl).
Billed as a tipple that would “unite whisky beginners and connoisseurs alike”, East London Threads offered aromas of “chocolate-dipped-strawberries, cherry blossom and a neighbour’s fire pit” alongside “rum and raisin, white peach and dried banana on the palate”, ELLC said.
The finish was one of “honey flapjack, golden syrup and a gentle passing drift of smoke”, it added.
“This project was born from us interrogating how we can make our whisky as smashable and exciting as possible,” said ELLC founder Alex Wolpert. “It honours the traditional practices of whisky blending, while being inspired by the future of what whisky can still become.”
Following ELLC’s pre-pack sale, the brand was forced to leave its existing production site in Bow Wharf in east London.
This month, it will open the doors to a new brand home in London Fields.
Billed as “an altar to new world whisky” the space features a custom-built lab, whisky blending room and facilities to run Wine & Spirit Education Trust training for the drinks trade.
ELLC would now operate a “nomadic production model”, working with partner distilleries to produce its range of spirits, Wolpert said.
“In the current economic climate where overheads and labour costs are only going one way, the sustainable model for us as an indie producer is to retain our production team and all their expertise in house and be nomadic in our distilling locations,” he explained. “We have a phenomenal network of partner distilleries, and our team are incredibly excited to be working with them.
“Our new operational set-up allows us to hold on to what has always been most important; making our own spirits and serving our industry and community.”
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