In an industry bloated with ‘heritage this’, ‘craft that’, and ‘tradition, the other’, they think there’s room for a brand like them. A brand that sets itself apart in how it thinks, the way it goes about things, the drinks it creates, and how it expresses itself.
“Gin is gin”. “You can’t mess with tradition”. “Why gild the lily?” They heard a lot of this kind of nonsense when we started. Like a red rag to a bull, they kicked down the door of convention to open up an outrageously more exciting, more interesting and more pleasurable spirit-drinking experience. Not for the hell of it, but for the joyous kick they get out of proving their ideas work.
And how do they do it? By stealing the vital elements from traditional distilling, binning the rest, then starting afresh. Unfettered by convention, they can go off the beaten track to somewhere no-one’s been before.
It’s an approach that’s served them well so far, and given them the confidence to keep sticking the bird to the status quo.