Diageo first announced that it was shuttering the facility in June 2024, with the production of Chase brand drinks now transferred to Cameronbridge Distillery near Glenrothes in Scotland.
Founded in 2008 in Hereford by Tyrells creator William Chase, Chase manufactured a range of vodkas, gins and ciders. The brand was acquired by Diageo in 2021.
“Since acquiring Chase, we have seen substantial change in the vodka and gin categories,” a spokesperson for Diageo told Food Manufacture.
“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.”
The Cameronbridge Distillery is also the home of fellow Diageo vodka and gin brands such as Smirnoff, Gordon’s, Tanqueray and Pimm’s.
Chase Distillery facing liquidation
With the transfer of production complete, Diageo will now liquidate Chase Distillery. This is based on filings available via Companies House.
According to Chase’s accounts for the year ended 30 June 2024, the firm suffered a loss after tax of £2.75m, despite turnover increasing to £5.3m.
This was in large part the result of administrative costs worth £2.85m.
As of 30 June, Chase employed 16 production workers and two administrative staff.
Based on reporting by sister title The Grocer, 17 employees were offered the chance to take up new roles with Diageo. Four have remained with the group, while the rest took redundancy.
“In the last quarter of the current financial year, the directors initiated a Chase brand redesign programme based on a decision by the Diageo Group,” the firm wrote in the strategic report that accompanied its financial results.
“The programme will result in the transfer of all production activities to Diageo Scotland Limited, the brand owner of Chase.”
The report added: “Management intends to proceed with the liquidation of the company once operations have been successfully transferred and liquidation arrangements can be made. The termination of activities and liquidation arrangement is expected before 30 June 2025.”
Meanwhile, Diageo has confirmed that it plans to open the Guinness Open Gate Brewery in Covent Garden later this year.
This is after the scheduled October 2024 opening date was delayed.
