September 30, 2009, 1:00 pm

The world’s first liquid deli has arrived in England with a unique, new shop opened in the centre of York. Selling predominantly British-made quirky liqueurs, spirits, oils and vinegars, Demijohn is bringing its original and distinctive way of retailing to England for the first time ever.

Based on a cross between an old fashioned grocer and an Italian cantina (wine shop), Demijohn’s customers are encouraged to taste the products before they purchase making a visit to the shop better than going to your local bar. As the ultimate eco-retailer customers choose the size and shape of re-useable bottle, which is then filled with the liquid of your choice, such as Raspberry Vodka or Elderflower Vinegar.

At a time when many small shops are going to the wall, Demijohn is expanding, as its method of selling and quality of its products continue to delight customers all over the UK. This new Demijohn liquid deli was opened by the Lord Mayor of York at 11 Museum Street in the centre of York on 16th September. The opening is also a fringe event for the York Food & Drink Festival.

Demijohn’s founder Angus Ferguson says: “Increasingly the British consumer is searching for unique hand-made British products that not only taste great, but have a known provenance that they can understand and relate to. We at Demijohn are offering exactly this. From our humble beginnings with one small shop in Edinburgh five years ago, we are now expanding to our third shop with our sales growing at a steady 20% year on year and our online sales rocketing.

“York is the perfect location for our entry into the English market as it is a centre of fine food and drink, as well as a healthy visitor market. Visiting Demijohn is like a journey of discovery into a foodie heaven – by tasting the products customers know what they are buying and are enlightened further by learning more about how to consume them, such as in different cocktail recipes, dressings or sauces. In addition, we can personalise our bottles so they can make an attractive and unique gift.”

Demijohn’s products are both quirky and sophisticated and are sourced from small artisan producers from predominantly across the UK who, like Demijohn, have a passion for good food and drink produced in an eco-friendly way. For example, Gooseberry Gin comes from an allotment in Cheshire, Organic Elderflower Vodka from a farm in Somerset, Raspberry Vinegar from Perthshire and Butterscotch Cream Liqueur from the heart of Devon.

Demijohn is pioneering the eco-deli, with all its 60 or so products stored in huge glass demijohns, which sit on beech shelves from an ancient fallen beech tree from Fife. There is minimum packaging, as all the bottles are re-useable with eco-friendly corks and the bags are made from recycled materials. Its passion for its products go beyond the shop – regularly the Demijohn team head to the countryside to pick sloes for the Sloe Gin or elderflowers for the Elderflower Vinegar to ensure they have a plentiful supply made from the best the hedgerows offer!


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