East India Company moves from tea to gin

Renowned tea supplier The East India Company has released its first spirit – a London dry gin – as it seeks to continue a brand “rejuvenation”.

In development since 2007, The East India Company London Dry Gin is said to reflect the company’s heritage and “associations with adventure, discovery and collaborative creation”. It is made with 12 botanicals, including juniper, coriander, angelica, liquorice, cocoa and orris root.

The recipe for the super-premium was developed following several years of research through the company’s own records and through archives held at the British Library, Kew Gardens, Maritime Museum and the V&A Museum.

This was followed by “months” of blend and flavour experimentation which resulted in The East India Company London Dry Gin liquid.

“We have embarked on this journey with a super-premium London Dry Gin – a spirit sitting at the core of our heritage of global trading in the finest botanicals and spices,” said Esther Canibano Garcia, marketing director for the brand.

“The East India Company, from its inception over 400 years ago, exemplified and evolved, not only the flavour of London Dry Gin but was also fundamental in the creation of the ubiquitous gin and tonic.”

Chairman and managing director Sanjiv Mehta took ownership of The East India Company in 2005. “When I took the helm, I set about reawakening a once powerful brand that had lain dormant for 161 years and making it great again,” he said.

“For more than 400 years, The East India Company has held a remarkable connection with people all over the world and its influence can be seen throughout English-speaking society. My vision for it today is one of a contemporary business developing high quality luxury products, including a super-premium spirit.”

Jamie Walker, commercial director for the brand, added: “History and quality of flavour are what sets The East India Company London Dry Gin apart; we have taken a classic spirit and redefined it to tell a story about one of the oldest companies in the world.

“The East India Company is intrinsically linked to the story and evolution of gin. This rich history and the explosion in the popularity of the drink have been catalysts for the creation of what we deem to be the finest London Dry Gin in the world today. We are very excited to launch our first spirit to the world.”

The East India Company London Dry Gin launches this month in bars, hotels and restaurants distributed by Bibendum.

According to figures released by the WSTA, British gin exports have soared 166% by value since 2000 as sales abroad continue to flourish.