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Brewer-turned-distiller Christian Krogstad launched House Spirits in the mid-‘00s with a focus on artisanal gin, but he had no idea the botanical spirit they pursued with passion would become one of the larger celebrity-owned-and-endorsed spirits in this recent wave of high-profile acquisitions.
Tinkering with two partners—one a prominent bartender, the other a fellow distiller—their goal was to create a pre-Prohibition-style gin perfect for classic cocktails. But no recipes existed for those earlier gins, so he set about reverse-engineering one from a recipe perspective. The result is now a modern classic and a favorite of bartenders everywhere—but in this episode, Krogstad takes us back to the roots of the creation process, tracks the Aviation’s evolution to the present day.
In this episode, Krogstad and host Mollly Troupe discuss:
- building independent brands rather than a branded house, to address how many drinkers seek categories rather than brands
- designing gin to work in a classic cocktail context and appeal to bartenders, with no historical recipes to reference
- building botanical blends for nuance and character rather than intensity
- finding a signature ingredient that brings the botanical blend together
- articulating the power of flavor memories
- changes in gin flavor after bottling
- go-to-market strategy for a new gin brand, and the 2012 relaunch that changed its trajectory
- creating bartender-friendly packaging
- selling the Aviation Gin brand to Ryan Reynolds and an investment group
- distilling aquavit, the caraway or dill-seed spirit
And more.
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