A Norwich-based gin brand has taken the "spirit of Norfolk" on the road having opened three retail outlets in London's shopping hotspots.

Bullards has recently opened high-profile gin-tasting bars in Covent Garden, Westfield White City and Canary Wharf to popular demand.

All three outlets will soon offer gin tasting sessions, masterclasses and shopping - all while showcasing the Fine City's gin-making background.

Bullards, based in Crystal House in Cattle Market Street, is using the experiential retail trend to help generate more customers.

Norwich Evening News: Bullards’ Gin Shop and Tasting room in Covent GardenBullards’ Gin Shop and Tasting room in Covent Garden (Image: Newman Associates PR)

“For premium food and drink brands, connecting with customers on a face-to-face level is increasingly important,” said Joe Evans, Bullards' business development director.

He continued: “Our experiential retail concept is allowing us to build personal relationships with potential customers, allowing them to sample the product, and start to build a strong connection with the brand.

“We are very definitely Norwich-based, it’s our home, and we are proud to have outlets in both Jarrold and Chantry Place - but we see a real opportunity to market the ‘Spirit of Norwich’ to a wider audience.”