Decant Group has announced the acquisition of 31 Dover, a beverage company with a customer base exceeding 350,000. The group plans to transform the brand into a luxury-focused, concierge-style experience. This new approach will emphasize personalized service and high-end offerings in the beverage e-commerce space.
Background of 31 Dover and Spirit.ed
31 Dover was founded in 2012 and rebranded as Spirit.ed in December 2021. However, the company faced a challenging operating period and entered administration in 2022.
Strategic Role Within Decant Group’s Platform
The relaunched 31 Dover will become a key part of Decant Group’s growing niche drinks platform and its premium hospitality network. Chris Seddon, Managing Director of Decant Group, expressed enthusiasm about continuing the trusted legacy of 31 Dover while innovating the premium digital drinks market.
Vision for Premium Digital Drinks and Hospitality
Seddon stated, “Our vision is to stay true to the spirit of the original platform while reimagining the premium digital drinks experience.” The renewed brand will complement Decant Group’s existing e-commerce business, House of Decant, which has gained momentum through carefully curated wines and a strong focus on customer service.
Decant Group also plans to expand its experiential offerings. These include exclusive tastings, intimate dinner clubs, and immersive travel experiences to renowned vineyards and wineries worldwide. According to Seddon, the focus goes beyond just products — it is about building community, encouraging discovery, and sharing stories.
Enhanced Customer Benefits and Services
Under Decant Group’s management, customers can expect a wider selection of curated products, expert sommelier recommendations, personalized delivery options, and exclusive membership benefits.
The integration will include both online and offline initiatives. A key priority will be enhancing concierge services and ensuring fast fulfillment to deliver a seamless customer experience.
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