Queer Spirits wins coveted spot on Europe’s busiest shopping street

Graham Robson May 23, 2023

Queer Spirits has announced its success in a UK-wide competition organised by Adobe and Enterprise Nation, which will see the queer-owned drinks company take a coveted spot on Europe’s busiest shopping street.

Oli Powell, who runs Queer Spirits as a side hustle with husband Jon Gronow, expressed his excitement about winning the competition. “We still can’t believe we’ve won. It’s a dream come true and validation of all the hard work we’ve put in. We’re just a couple of gays from South Wales who wanted to make a fabulous gin to celebrate our community, and here we are, preparing to open a shop on Oxford Street.”

Jon added, “This competition has been such a test of our resilience. We only sell online at the moment and have zero experience with high-street retail. We’ve had to think on our feet to get everything ready in two weeks, facing challenges we’re not used to. We’re incredibly proud of what we’ve achieved.”

Queer Spirits is dedicated to creating exceptional spirits whilst promoting diversity and giving back to the LGBTQ+ community. The company’s signature gin, with its blend of exotic botanicals and bold flavours, will take pride of place in a pop-up shop located on 58 Oxford Street, which promises to be an extravaganza of queerness.

“We know we’re small fish in a big pond, but we truly believe the more authentic queer brands are out there, just doing the thing they love, the more colourful and happy that pond will be,” Oli said.

During their two-day residency, which opens its doors on Wednesday, May 24, Queer Spirits will donate a portion of its proceeds to Kaleidoscope Trust, a UK-based charity focused on fighting for the human rights of LGBTQ+ people worldwide.

In addition to their partnership with Kaleidoscope Trust, Queer Spirits has supported various LGBTQ+ organisations and events since they launched, including Blackstage, which highlights the work of queer pole dancers of colour, and Camden Bells, a grassroots football team that welcomes women, trans people, and gender nonconforming people of all abilities.

Sharing the pop-up shop with Queer Spirits will be fellow entrepreneur Elisabeth Ola, founder of TRU SKN, a trailblazing beauty company dedicated to making people feel confident, empowered and embraced.

Queer Spirits will drop its new bottle design during the event, giving visitors to the shop early access, but it hasn’t been smooth sailing, as Oli explains. “Things haven’t gone exactly as we originally planned, which is hard to accept when you have an identity that is so personal and close to your heart. But we’ve had so much fun seeing our little brand evolve under extraordinary circumstances”.

In an exciting partnership, Queer Spirits has joined forces with Double Dutch, the award-winning mixer brand, to offer Gin & Tonic samples to visitors during the two days. The collaboration aims to enhance the in-store experience for customers and tantalise their taste buds.

Exclusive merchandise, such as t-shirts, tote bags and candles, will also be available, flaunting the brand’s namesake and signature pink colour palette.

Join Queer Spirits at their pop-up shop at 58 Oxford Street on Wednesday, May 24 and Thursday, May 25, 10am – 6pm both days.

For more info on Queer Spirits, CLICK HERE