Product Update

Is Craft Clubs Ltd Still in Business? (2026 Update)

Is Craft Clubs Ltd from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Craft Clubs Ltd today.

Dragons' Den IndexUpdated 2 February 20266 min read

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Craft Clubs, better known today as Craft Gin Club, is one of the biggest success stories to come out of the Den in recent memory. The subscription business pitched in series 14 and has since grown into a genuinely large operation.

Subscription box businesses were still a relatively new model for UK consumers when Craft Clubs pitched, and the founders effectively had to prove both that the product itself was good and that people would trust a recurring monthly charge for something as specific as artisan spirits.

The Short Answer

Craft Clubs Ltd is still very much in business. Now trading primarily as Craft Gin Club, the company runs an active subscription service sending members artisan gin and mixers each month, alongside a sister subscription, Bubble Club, and maintains a fully stocked website and strong social media following.

This is one of the clearer wins in the archive. A company that has grown its customer base into the tens of thousands and reportedly pushed turnover into the millions is about as strong an outcome as a Den pitch can produce.

Rebranding the parent company's public facing identity to Craft Gin Club, rather than keeping the more generic Craft Clubs name, was also a smart move, since it let the business lead with its strongest, most recognisable product line in all of its marketing.

The Pitch

Craft Clubs pitched in series 14, episode 1, in the Liquor & Alcohol category. Founders Jon Hulme and John Burke brought a subscription box built around artisan gin, mixers, snacks and a members' magazine, aimed at drinkers who wanted to discover new craft distillers without doing the legwork themselves.

They asked for 75,000 pounds in exchange for 12.5 percent of the business, with the pitch drawing interest from multiple Dragons before a deal was struck.

Hulme and Burke built the original concept around their own frustration with finding good independent gin outside of a handful of well known names, designing the club as a way to introduce subscribers to smaller distillers they would otherwise never come across.

The Deal That Got Done

Sarah Willingham won the deal at the terms asked, 75,000 pounds for 12.5 percent, beating out interest from Touker Suleyman, Deborah Meaden and Peter Jones. Her background in the drinks sector, and a surprise admission on air that she was already a paying customer of the club, made her the standout choice for the founders.

That kind of authentic product familiarity from an investor is rare in the Den, and it clearly gave the founders confidence they were picking a partner who actually understood the category rather than just the numbers.

Losing out to Willingham did not stop the other interested Dragons from being right about the pitch's potential, and the scale the business reached within a couple of years suggests almost any of the offers on the table that night could have worked out well.

Why This One Took Off

Subscription businesses live or die on retention, since the real value is not the first box sold but the tenth, and Craft Gin Club built a genuinely loyal community around discovery and a strong monthly magazine rather than just shipping bottles.

Within a couple of years of the broadcast, the business reported a combined active customer base of around 25,000 across its two subscription clubs, more than 150,000 email subscribers, and turnover on track to hit 7.5 million pounds, numbers that put it comfortably among the standout consumer brands to come through the Den.

The business also expanded its range over time, adding rum and whisky clubs alongside the original gin and bubbles subscriptions, which let it cross sell to existing members rather than relying purely on acquiring new customers to keep growing revenue.

Where Things Stand Now

The recap: Craft Clubs pitched in series 14 for 75,000 pounds at 12.5 percent, and Sarah Willingham backed it at those terms.

Today the business is thriving under the Craft Gin Club name, with an active subscription model, a large customer base and continued investment in growth. If you were wondering whether this one made it, it did, and it has become one of the bigger consumer wins in the show's history.

A 2022 announcement of a two million pound bond to fund further growth is also a useful marker here, since raising that kind of capital years after a Den appearance is not something a struggling or dormant business is generally in a position to do.

Where to buy Craft Clubs Ltd

Still selling as of 2 February 2026. Check today's price and availability.

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See the full Craft Clubs Ltd deal breakdown and term sheet →