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As a leading food business across the island of Ireland, staying ahead of consumer trends and delivering exciting new food and drink products to delight shoppers is a daily preoccupation.

At Musgrave we constantly seek out new, exciting, innovative or authentic products for our shoppers. And our market-leading stores are the perfect launchpad for these new brands to grow and reach consumers.

The food and drink industry is incredibly fast paced. Trends come and go, shoppers tastes change and so too does our offering on a regular basis.

A recent trend that has taken the nation by storm has been gin – and with that an explosion of new gin brands and varieties from classic dry gin to flavoured liqueurs.

Sales of gin at SuperValu and Centra have grown by over 70% in the past 12 months alone, and amongst the many brands that have sold well has been Northern Ireland’s Jawbox Small Batch Gin.

Jawbox recently launched two refreshing gin liqueurs, Pineapple & Ginger and Rhubarb & Ginger, which have been an instant success in store.

Jawbox is based just outside Belfast on a 300-acre country estate, which is home to both the distillery and the fields where the grain is grown for their spirit.

The drink is made slowly in a traditional way, triple-distilled on-site in copper pot ‘stills’ with a mix of herbs and botanicals.

Supplier partnerships such as Jawbox are integral to our brands –we have built hundreds of strong relationships with homegrown producers and family-run businesses. They offer a more unique shopping experience to our customers, better choice and a sense of locality.

Find out more about our Partnerships

Find out more about Building Better Brands


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