SURPRISING MOVES

The move is all the more surprising when the dominant trend at the moment seems to be the noticeable move by a number of gin brands to diversify their portfolios. Most recently Hayman’s – a family-owned gin maker with over 150 years of gin production behind them – entered the vodka category, with an eco-friendly launch called Respirited that makes use of neutral grain spirit from its production processes that would otherwise have gone to waste. Craft gin maker Portobello Road has now also launched several vodkas under its core brand. And Silent Pool has also recently launched its first non-gin, a rye whisky.

Woodcutter’s Daughter Whisky, is said to be the first whisky to be made in Surrey and according to the brand was inspired by both the Surrey Hills countryside, which makes sense, and the metropolitan dynamism of New York, which is a bit more surprising. Using a blend of east coast and Surrey grains, its intended to blend international whisky making traditions. But who will its core customers be? Intentionally, not its regular gin drinkers. One look at the pack design immediately makes that clear. Gone is the distinctive blue bottle, while the creative branding agency used has made a clear decision to not feature the Silent Pool name too overtly. Essentially, it stands on its own.