In an industry bloated with ‘heritage this’, ‘craft that’, and ‘tradition, the other’, we think there’s room for a brand like us. 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?” We heard a lot of this kind of nonsense when we started. Like a red rag to a bull, we 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 we get out of proving our ideas work. And how do we do it? By stealing the vital elements from traditional distilling, binning the rest, then starting afresh. Unfettered by convention, we can go off the beaten track to somewhere no-one’s been before, but always with a keen eye on our commercial focus – we have long-term goals for this business. It’s an approach that’s served us well so far, and given us the confidence to keep sticking the bird to the stick-in-the-muds/status quo. Coming?