New chapter for Shetland Reel as gin brand moves to Lerwick Distillery
THE SHETLAND Reel brand – most well known for its gin – has been sold to Lerwick Distillery.
The Reel owners said in a newsletter they have “every confidence Lerwick Distillery will build on the strong foundations that have been created and continue to develop the brand for years to come”.
Lerwick Distillery co-founder Martin Watt said production will be moving from Unst to Lerwick, with nothing else changing initially.
However over time the company may introduce some new varieties, while it is in the early stages of developing ‘ready to drink’ canned products.
Shetland Reel, based in Saxa Vord in Unst, began in 2014, with Debbie Strang and Stuart and Wilma Nickerson its founders and directors.
“What began back in 2014 as an ambitious idea to create a premium spirit inspired by Shetland has grown into a recognised and respected brand, enjoyed both locally and more widely around the world,” the Shetland Reel newsletter said.
“We cannot thank you enough for your support of our dream, through both the bad times and the good. From our many award-winning moments to our tasting sessions and Facebook lives during the challenges of Covid, you’ve been with us from the start and those relationships have meant everything to the team.”
The team also highlighted how it created gins inspired by Shetland, including Up Helly Aa, folk festival or wool week editions.
They said “we’re proud to share that the brand’s next chapter will be in the hands of a fellow Shetland business that shares our commitment to quality, authenticity and island heritage”.
Shetland Reel also produced limited runs of blended malt scotch whisky.
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Its online sales will continue to 9 November.
Lerwick Distillery is based on Market Street in the town, initially selling bottles of whisky produced from casks from outwith Shetland, with some editions using Shetland spring water.
The longer-term plan is to create a locally made single malt whisky on site.
Watt said the company has been speaking to Shetland Reel since May, and have always had a good relationship with them – with the Unst team for instance providing help in their early days.
“We are therefore delighted to be taking over the stewardship of their award winning brand, ensuring that Shetland continues to be promoted globally and that jobs are retained in Shetland,” he said.
“Nothing will change initially. Same branding, same packaging, same gin, website, etcetera.
“Our gin distillation method is however different and it may therefore be possible to notice subtle differences in each of the gins as we will distil using a flavour basket within a column, whereas previously the botanicals were macerated.
“We intend to continue all varieties, as well as look at launching new ones, particularly where we can use local botanicals.
“We are also at the early stages of developing our own ready to drink canned products, which will include a gin range.”
While production of gin will eventually move to Lerwick Distillery’s purpose-built Avva copper gin still, Watt said they have also taken ownership of Shetland Reel’s still.
This could, in time, be repurposed for rum production.
Lerwick Distillery ran more than 80 whisky tastings in 2026, with 110 booked for 2027 already, so the intention – once they have found their feet – is to also offer gin tastings and potentially “gin schools”.
“We expect these to be extremely popular with tourists and locals alike,” Watt added.
“Producing gin will complement our pre-existing range of whisky blends and help us continue to tell the unique story Shetland has through its location, history and culture.
“Since opening our retail store two years ago, we have had approaching 17,000 visitors through our doors.”
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