French elegance: Generous Gin
Born in the Cognac region, Generous Gin stands out with its distinctive haute couture bottle design and a unique blend of natural ingredients.
One of the most challenging aspects for any gin brand is to stand out in a competitive market, regardless of the price range. While large international brands dominate the store shelves, local brands have increasingly provided strong competition.
For Generous Gin, success lies in establishing a premium French gin brand in a selective on-trade and travel retail network. Generous Gin packaging is designed not only to capture attention but also to allow the brand to differentiate itself through originality and uniqueness. The brand’s bottle design, which resembles a bartender’s shaker or a perfume bottle, and features an haute couture look, allows Generous Gin to distinguish itself in a crowded marketplace. However, visual appeal alone is not sufficient; the product must also meet high expectations in terms of taste.
Generous offers a range of four gins with unique flavours, each composed with carefully selected botanicals, distilled separately in small batches, and blended with juniper distillate. Each bottle gives a visual cue to the flavour profile of the gin inside featuring botanicals used in the recipe.
All four expressions are made exclusively with natural ingredients, reflecting the brand’s commitment to authenticity and quality.
Encased in black, and created for the on-trade with a 44% ABV, the brand’s flagship Original Gin has consistently been recognised with gold awards at international competitions since its launch in 2015. It offers a fresh and aromatic experience with a dominant juniper base, complemented by the white floral notes of elderberry and jasmine.
Generous Gin Organic, presented in a green design, invites drinkers to enjoy subtle lemon nuances alongside hints of coriander and combava, an Indonesian kaffir lime.
In contrast, Generous Purple is the first gin that contains polyphenols and grape anthocyanins extracted from the skin of grapes. It stands as a truly unique gin for its preparation, smooth and dry texture, colour reminiscent of red wine, and, of course, taste.
Completing the range, Generous Gin Azur, showcased in blue at 40% ABV, presents a complex profile with Mediterranean citrus flavours combined with hints of violet, elderflower and delicate basil. Whether enjoyed in a classic Gin and Tonic or as part of a creative cocktail, Generous Gin is designed to elevate any occasion with its refined and generous recipes. The gin particularly shines in original cocktails crafted by brand ambassador Victoire Spanneut, such as the Jasmin Rapsody, French Negroni, and Pink Flamingo.
International growth
This spring, the brand engaged travellers at Charles de Gaulle Airport in Paris by highlighting Generous Gin Original through an immersive ‘garden party’ theme. Furthermore, during the film festival in Cannes in May, Generous showcased its range in a dedicated corner at the Cannes Carlton. In the French Riviera, the brand is now also served at the Negresco in Nice, and Arev St Tropez.
In Paris, visitors looking for romance can elevate their experience with Generous Gin at some of the city’s most elegant venues, including Hotel Napoléon, Kimpton Saint-Honoré, and Drawing House, as well as in cocktail bars like Harry’s Bar, Rehab, and Solera Paris.
While the brand has gained popularity in its home market of France, where on-trade and travel retail account for half of its sales, Generous is also looking to expand internationally. It has already established a presence in Italy, where the gin category is expected to continue growing, and in various airports around the world, from Europe to the United Arab Emirates, and Malaysia.
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