HOXTON will launch in California from 1st May, marking the East London founded company’s first move into the United States and a significant step in its international expansion. Built within London’s nightlife and hospitality scene, the brand arrives with a clear point of view shaped by the realities of the bar.
The California launch is being delivered in partnership with Amante 1530, with Alluvial Wines & Spirits appointed to lead distribution across the state. The approach is deliberately focused, targeting bars that set the pace, independent retailers and operators who care about what is in the glass.
Rather than chasing scale from the outset, HOXTON is prioritising placement, credibility and long term relationships within the on trade, establishing itself where it matters most before expanding further across the US market.
Founded in East London, HOXTON was built in hospitality, not in a boardroom. From Shoreditch to Dalston, the brand has grown through late nights, busy bars and a clear understanding of how people actually drink. Founder Gerry Calabrese built his reputation in venues where drinks, music and culture come together, including The Hoxton Pony, before creating HOXTON.
That experience shaped a straightforward approach. Flavour comes first. Real fruit. Proper flavour. Crafted like cocktails. Built for modern bars. The strategy is simple. Bars first, cases later.
The portfolio spans gin, rum, whisky and spritz, each designed to be one mixer away from a complete serve. One spirit, one mixer, one garnish. Built for rate of sale, not just presence. Flavour is the strategy. If it does not work in a serve, it does not exist.
The partnership with Amante 1530 reflects a shared approach to building brands through the on trade. Founded by Ana Rosenstein and produced in Rome by an all female production team, Amante is a modern Italian amaro defined by a refined bitter aperitivo profile with notes of citrus, ginger and honeysuckle. Designed for versatility, it works across spritz serves, neat and on the rocks.
In return, HOXTON will support the rollout of Amante 1530 across the United Kingdom and Europe, building both brands through the on trade on both sides of the Atlantic.
California has been selected as the entry point for a reason. It shapes global drinks culture, from Los Angeles to San Francisco, and rewards brands built with a clear point of view. The approach is disciplined. Key accounts. Bartender relationships. Events that drive trial. No unnecessary noise, just the right placements.
Gerry Calabrese, founder of HOXTON, said: “We built HOXTON behind the bar and that has never changed. California felt like the right place to start in the United States. It is a market that understands flavour and respects hospitality. Amante gives us a partner who knows how to build brands properly within the trade.”
Ana Rosenstein, founder and CEO of Amante 1530, added: “HOXTON is clear in what it does. Flavour led spirits that work in a serve. That is exactly how we see Amante. This is about building both brands in the right accounts, with the right people.”
California is the starting point. As distribution builds, HOXTON will expand into further US states while continuing to grow internationally. At the same time, Amante 1530 will scale across the United Kingdom and Europe through HOXTON’s network.
Build it right. Then scale it.
