Horse Guards revives heritage spirit brands, re-introducing them to modern consumers. We currently own 8 heritage trademarks including our latest brands, Pink Gin & Wing Walker Rum. We aim to launch Craigsman Whisky & Black River Mezcal in 2021 with the funds raised.

  • Horse Guards London Dry Gin is a premium spirits and trademark company
  • Gin & Rum markets are forecast to grow to $17.36bn and $21.5bn by 2025
  • Our award winning London Dry Gin is now joined by a pink gin and a rum
  • Aiming to launch two new spirits in 2021/2 - Mezcal and Whisky


Our founders were discussing revived lapsed trademarks in a country pub, when they saw an old bottle behind the bar, from a brand that had disappeared years ago. After a few more rounds & some creativity, Horse Guards Gin was born. Our mission is to revive heritage spirit brands & re-introduce them to modern consumers.

Global gin sales are predicted at $17bn by 2025 & rum (another focus) enjoyed the most growth of all spirits during lockdown.

Our multiple award winning London Dry Gin was developed by our Master Distiller in 2018. In 2020 we launched Horse Guards Pink gin & revived Wing Walker rum. We're aiming to launch 2 new premium spirits in 2021 & are in early talks around licensing to spirits businesses, including for Ready To Drink cocktails. We also have a supply deal with Beam Suntory.

We sold 9k bottles in 2020 & sell to distributors who have access to 500+ outlets. We're in discussions to sign up distributors agents in Canada, South Africa & the Middle East.

A venture developing spirits for major celebrities was launched in Jan 2021 & a new product line providing online Cocktail parties. Our celebrity ambassadors include cricketing legend, Phil Tufnell.

Whilst our model for reviving premium spirits is gaining efficiency & scale, investment will accelerate new brand launches & gifting options, grow our sales/marketing team & build strategic alliances to extend brand reach.


Simon Rendell Chairman (PT)

Simon is a Partner at Fieldfisher and has spent 21 years at Osborne Clark. He is also the Chairman of LIPEX and is an IP and Trademark expert.

Paul McCarthy CEO (PT)

Paul is the founder of Horseguards London Dry Gin. He has over 25 years of business experience, has sat on the board of 2 PLC's and has founded 5 start-ups.

Gordon Fitzjohn Corporate Development (PT)

Gordon has 35 years of experience in financial services including 25 years at Deutsche/Morgan Grenfell. He is an Advisor to early stage businesses and is an Active investor in D2C businesses and brands.

Katie Herbert Marketing Director (PT)

Katie has many years of experience in Sales and Marketing. She has a background in retail markets and experience in both B2C and B2B.

Advisor: Duncan Ackery CEO Tonic

20-year track record, embedding best in class F&B concepts and elevating brands and create new revenue streams.

Advisor: Mark Crowther Ex CEO Liberation Drinks

Chairman for Portobello Brewery who run 15 pubs across London. Extensive experience and connections in the drinks industry.