Blush started in 2017 with two mates, Chris and Elliot, a shared love of great drinks, and a lot of experimentation. Chris, an engineering professional with a decade of pub experience in London, brought the technical expertise, while Elliot, a culinary mastermind, brought an endless passion for flavour and spirit infusions.

What began with small-batch spirit infusions and countless kitchen trials eventually became one of New Zealand's most recognisable flavoured gin brands. In fact, the very first batch of Blush was made in a 500ml jam jar.

As the business grew, so did our ambitions. What started as Blush Gin evolved into Blush Merchants, allowing us to expand beyond gin and create new brands, new flavours, and new experiences. Today, the Blush Merchants family includes Blush Gin, Weekender Gin, Russell Rum, and whatever we're dreaming up next.

Although Elliot has since moved on to pursue a career in hospitality, the heart of the business remains unchanged: creating spirits that are approachable, flavour-forward, and made to be enjoyed with good company.

Based in our warehouse in Albany, Auckland, we're a small team that wears a lot of hats. From developing new products and packing orders to pouring tastings at events around the country, we're hands-on in every part of the business.

We're passionate about making great spirits, but we're not interested in taking ourselves too seriously. We believe premium drinks should be fun, accessible, and made for sharing.

Whether it's Blush, Weekender, Russell Rum, or something entirely new, our goal is simple: create products people genuinely enjoy drinking.

Thanks for being part of the journey.

Drink Local. Be Social. And Meet The Team.

BRANDS BEHIND BLUSH MERCHANTS

While each of our brands has its own personality, they all share the same philosophy.

We're passionate about creating premium spirits that are approachable, flavour-forward, and made to be enjoyed. From concept to bottle, everything we create is guided by a simple belief:

✔ Great drinks bring people together
✔ Quality doesn't need to be complicated
✔ Life is too short for boring spirits

BLUSH GIN

The brand that started it all. Premium gin, without the snobbery.

Born from experimentation and a 500ml jam jar, Blush Gin helped redefine what gin could be in New Zealand. Known for its vibrant flavours, natural fruit infusions, and approachable style, Blush is designed to be enjoyed over ice, in cocktails, and with great company.

We believe premium gin doesn't need to be complicated. It should be flavourful, fun, and seriously drinkable.

RUSSELL RUM

Inspired by Russell. Crafted for adventure. Spiced by Rascals.

Named after one of New Zealand's most iconic seaside destinations, Russell Rum captures the spirit of summer, exploration, and laid-back coastal living.

Smooth, approachable, and proudly New Zealand-made, Russell Rum is built around simple pleasures, sunshine, good company, and a drink worth savouring.

Whether you're on the water, around the fire, or simply dreaming of your next escape, Russell Rum is made for those who appreciate the journey as much as the destination