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Beam Suntory brings modern-day gin-naissance to India with the launch of Sipsmith

Monday, May 23, 2022, 17:01 Hrs  [IST]
HBI Staff | Hyderabad

Beam Suntory, a world leader in premium spirits, announces the launch of Sipsmith in India.  Treading strongly towards premiumization, the launch of Sipsmith, the quintessential London Dry Gin, is yet another addition to its world class portfolio, this time taking inspiration from two hundred years of London’s Gin distilling history.


Sipsmith was founded in 2009 by three friends, Fairfax Hall, Jared Brown and Sam Galsworthy, who embarked on a journey to bring London Dry Gin of uncompromising quality and character back to the city where it first earned its name. It is one of the few gins that are hand-distilled and hand-crafted in a unique three-step process – lending a distinct taste and character that has appealed to gin aficionados internationally over many years. The beauty of the process is how it is first distilled in copper stills, then infused with ten botanicals - cherry picked from various parts of the world - through a one-shot method that provides Sipsmith with its incredible flavor. As the gin distills, only the purest ‘heart cut’ of each distillation is bottled. The result is a London Dry Gin of an unmatched character making it one of the bartender’s favorites given its robust, versatile base to create all types of cocktails. The elegant swan has graced Sipsmith bottles for years as a nod to both the majesty, as well as the copper stills shaped as swan necks at the Sipsmith distillery. Sipsmith is also the Official Gin Partner of The Championships, Wimbledon this year.


“In recent years, we have noticed a strong consumer gravitation towards gin as their spirit of choice because of its refreshing character and versatility. Market opportunities for Gin have grown significantly over the last few years, and consumer’s need for variety in this segment isn’t satiated yet. In our commitment to bring only the finest to our consumers, we are making yet another addition to our world class portfolio in India with the launch of Sipsmith,” says Ruchika Gupta, Marketing Director of Beam Suntory India. She further adds, “As a perfect blend of modern and traditional approach and taking inspiration from two hundred years of London’s Gin distilling history, Sipsmith will pave the way for gin enthusiasts to experience authentic London Dry Gin, that further embodies our pursuit of excellence.”


Sipsmith is the first gin to acquire a license for small-batch gin distilling in the UK in almost 200 years. This also includes reversing an excise law which was effective since 1823 in the UK that didn’t allow distillers to obtain a license for any still under 1,800 litres. A combination of ‘sip’, or drink slowly, savor and enjoy, and ‘smith’, that represents the skill and passion for craftmanship, the name Sipsmith derives inspiration from Fairfax’s father, a silversmith.


As a B Corp certified brand, Sipsmith joins a group of almost 4,000 companies in 74 countries, spanning over 150 different industries, all committed to meeting the highest standards of social and environmental performance. It is part of a global movement set out to benefit all communities, people and the planet.


The premium launch signals Beam Suntory’s continued commitment to achieving USD 1 billion in revenue from India by 2030. Over the past two years, Beam Suntory has been spearheading premiumization of the Indian spirits market through strategic launches and rapid expansion of its portfolio across the country. This includes regional expansion of Oaksmith®, its International Blended Whisky and the iconic The House of Suntory portfolio - Yamazaki®, Hibiki®, Toki™ - and Japanese craft gin - Roku® along with its single malt portfolio led by Bowmore Single Malt Scotch. Following its commitment to premiumize the Indian spirits market, the brand will be available across multiple markets like Delhi, Gurugram, Mumbai, Pune and Bengaluru and will be ranging between INR 5485 to INR 7000 for a 700 ml bottle.

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