Quintessential Brands has unveiled a new look for Berkeley Square London Dry Gin, confirming it as an ultra-premium expression inspired by London’s Mayfair.
The new bottle evokes the timeless style of the upmarket district, inspired by the architecture of the area including Berkeley Square itself. The decanter bottle now has a name plaque, rather than a label, as can be seen on the facade of the buildings.
The sculpted metal lion’s head is based on the style seen on the doors of Berkeley Square and is described as “a symbol that this extraordinary world is in reach if you dare to knock”.
The reeded panels on the sides of the bottle are a reminder of the cast-iron railings found in the square. The metal decanter stopper has been designed always to sit facing forwards – representative of the brand’s determination to “never settle for less than perfect”.
The new bottle is initially available at £75 per 70cl bottle in travel retail as an exclusive listing with World Duty Free but will be rolled out to other markets including the UK.
Originally created in 2008 by G&J Distillers master distiller Joanne Moore, Berkeley Square gin is made in small batches with aromatic botanicals of kaffir lime leaves, lavender, sage and basil wrapped in a bouquet garni and immersed in the triple-distilled spirit to infuse the essential oils.
It has a 48-hour distillation period during which the still runs at a very slow rate to simmer the ingredients, resulting in its smooth, subtle taste, preserving the delicate herbal flavours of the botanicals, with ABV of 46%.
Shane Hoyne, chief marketing officer at Quintessential Brands, said: “The words ‘Berkeley Square’ are evocative of a certain sense of style, quality and refinement and it is these qualities that Berkeley Square Gin embodies perfectly.
“The quality of the gin has always been exceptional but now we have a bottle design that really matches up to the liquid and lives up to the brand name.
“With its evident aesthetic appeal coupled with its refined, smooth taste, we’re confident that Berkeley Square Gin is going to be the must-have gin brand for discerning spirits drinkers, connoisseurs and style icons around the world this year.”