Bimber is a London based whisky distillery that create high quality product encased in artistic bottles. The distillery is based in North Acton, which is where the co-owner Ewelina Chruszczyk calls home.
Find out all about our partnership with Bimber 👇
The origins of a unique partnership 🤝
Our partnership with Bimber started three years ago when they approached us with their idea to create a range of Underground Whiskeys celebrating different areas of London.
Bimber’s collections creatively combine the iconic assets of TfL with new illustrations. The illustrations honour many of London’s landmarks and highlight celebrated districts like Victoria, Camden town and Wimbledon.
The origin of the collection, named ‘The Spirit of the Underground’, stems from Bimber’s desire to showcase London’s identity and the cultural significance that the Underground has on the city. With such recognisable assets including the roundel and Tube map (which have become symbolic for London itself), it was a natural fit for the brand. This was the start of a very exciting partnership which is still in full force today.
TfL artwork in focus 🎨
The brilliant illustrations Bimber creates for the limited-edition collections are the heart of the bottles. 💙
Each release consists of four Underground stations, carefully chosen based on factors such as footfall and cultural significance at the time. From bustling hubs such as Stratford, to areas with architectural gems such as Canary Wharf.
Chruszczyk, who is an illustrator by trade, creates all the artwork in-house. Each piece captures the unique character of the station it represents and the surrounding area, allowing each bottle to tell a story.
One-of-a-kind collectibles 🫶
A key feature of Bimber’s Underground collection is their exclusivity.
Each station design is tied to a singular barrel of whisky, meaning once the batch is sold out, that edition is retired.
Bimber has seen such popularity with this product that they have had to implement a bidding system for purchasing to ensure it is fair. Previous releases saw 8,000 bids for just 1,000 bottles making each release a true collector’s item! 🤯
This is a testament to both the quality of the whisky and the unique artwork that cases it.
Celebrating London heritage 👏
This brand licensing partnership has allowed consumers to engage with London’s heritage in a unique and tangible way. It has created further widespread recognition of both Bimber’s dedication to high quality craftsmanship and the value of TfL’s heritage.
The response from Bimber’s consumers has been hugely positive and the collection has received media coverage and high praise reviews for both its creativity and use of London’s identity.
“Working with TfL has been a great experience. Their rich heritage and iconic branding provide a unique opportunity to craft something truly special. At Bimber Distillery, we take great pride in crafting whisky that reflects London’s spirit, and collaborating with TfL on the ‘Spirit of the Underground’ series allows us to honour the city’s history. This partnership is a perfect blend of tradition, craftsmanship, and London’s unique character.”
Ewelina Chruszczyk – Director
More iconic stations to come 👀
There are exciting plans to maintain the TfL license and continue to expand the TfL collection, with more stations to be released.
This partnership is a shining example of how a licensing relationship can go beyond products to create something truly meaningful. It’s a celebration of London, its people, and the iconic transport network that keeps it moving. 🚇
For more information, or to work with us on your own brand licensed product head over to our webpage: https://tfl.gov.uk/info-for/business-and-advertisers/brand-licensing
