As one of the few London dry gins in the world that is still hand-distilled and hand-crafted in a unique three-step creation, Sipsmith will now be available in Delhi, Gurgaon, Mumbai, Pune, and Bengaluru in India.
Beam Suntory’s been on a roll lately, spearheading premiumization of the Indian spirits market through strategic launches and rapid expansion of its portfolio across the country. With several notable moments in the market, they’re taking another step in the right direction with the launch of Sipsmith in India.
Treading strongly towards their goal, the launch of Sipsmith, the quintessential London Dry Gin, is yet another addition to its world class portfolio. Inspired by its visual emblem, the noble swan, Sipsmith is smooth on the surface led by hard work, industrious passion and mastery behind the scene just like the swan’s paddle below the surface.
Sipsmith was founded in 2009 by three friends, Fairfax Hall, Jared Brown and Sam Galsworthy. Their journey to create a London Dry Gin of uncompromising quality and character resulted in the perfection of a two hundred year old technique. Even today, it’s the hand-distilled and hand-crafted unique process that lends the brand its iconic taste and character.
The three-step process starts first with distillation in copper stills. It is then infused with ten botanicals – cherry picked from various parts of the world – through a one-shot method. As the gin distils, only the purest ‘heart cut’ of each distillation is bottled. The result is Sipsmith, a London Dry Gin of an unmatched character. It’s also a bartender’s dream, given its robust, versatile base to create all types of cocktails.
“In recent years, we have noticed a strong consumer gravitation towards gin as their spirit of choice because of its refreshing character and versatility. Market opportunities for Gin have grown significantly over the last few years, and consumer’s need for variety in this segment isn’t satiated yet. In our commitment to bring only the finest to our consumers, we are making yet another addition to our world class portfolio in India with the launch of Sipsmith,” says Ruchika Gupta, Marketing Director of Beam Suntory India.
She further adds, “As a perfect blend of modern and traditional approach and taking inspiration from two hundred years of London’s Gin distilling history, Sipsmith will pave the way for gin enthusiasts to experience authentic London Dry Gin, that further embodies our pursuit of excellence.”
Sipsmith is the first gin to acquire a licence for small-batch gin distilling in the UK in almost 200 years. This also includes reversing an excise law which was effective since 1823 in the UK that didn’t allow distillers to obtain a licence for any still under 1,800 litres. A combination of ‘sip’, or drink slowly, savour and enjoy, and ‘smith’, that represents the skill and passion for craftsmanship, the name Sipsmith derives inspiration from Fairfax’s father, a silversmith.
As a B Corp certified brand, Sipsmith joins a group of almost 4,000 companies in 74 countries, spanning over 150 different industries, all committed to meeting the highest standards of social and environmental performance. It is part of a global movement set out to benefit all communities, people and the planet.
The premium launch signals Beam Suntory’s continued commitment to achieving USD 1 billion in revenue from India by 2030. Over the past two years, Beam Suntory has brought to India the regional expansion of Oaksmith, its International Blended Whisky and the iconic The House of Suntory portfolio – Yamazaki, Hibiki, Toki – and Japanese craft gin – Roku along with its single malt portfolio led by Bowmore Single Malt Scotch. We can’t wait for what’s to come!