I love a Gin & Tonic. I really do.
It’s my one vice really so I want the very best. My gin of choice is Sipsmith.
Sipsmith Packaging
I recently visited the Sipsmith distillery in Hammersmith but I actually first saw them at Taste of London a few years ago. I remembered being impressed by their packaging.
Designed by Big Fish - who created Gu amongst other iconic food businesses – it looks luxurious, artisinal, English and handmade; strong trends in food and drink at the moment with a strong appreciation of produce made in the traditional way on our own soil, but few other food brands have such a lovely brand story and education piece; pioneering the movement of micro-distilleries.
The Sipsmith HQ in Hammersmith
Each bottle is hand-dipped in wax to seal it and the labels have a lovely textured finish, with gold foil, like a posh wedding invitation. You immediately know that it must be quality.
Sipsmith gin and vodkas are copper-stilled in London – in fact, in the first copper distillery in this City for almost 200 years. She is called Prudence pictured here, and as you can see – absolutely stunning with a real matriarchal quality about her. One glance and you know you are in safe hands. Prudence makes only in small, careful batches.
I love the name – Sipsmith suggests the savouring and lingering associated with enjoying one’s drink, as well as the expertise of distillery craft.
Even more amazing is where Prudence is located; in an unassuming garage in Hammersmith. The cab driver who dropped me off was so impressed he actually jumped out to take a picture. She was designed with Germany’s oldest distillery producers, Christian Carl – a small, family business who have been crafting stills since 1869. Isn’t it wonderful to know that this is the only one like this in the world in an era of mass production? Each batch of gin and vodka is slightly different – the nature of nature.
I could hardly believe the names of the founders – Fairfax Hall and Sam Galsworthy. Even Jane Austen would struggle to find names more English and Proper.
And English and Proper they are. Brands are so much about their founders; their personalities and character is an extension of the very products that they create. In a brief chat, it was clear that their passion is unwavered and their belief in what they are doing is unquestionable. ‘Artisanal’, ‘Expert’, and ‘Discerning’ are words that come to mind…and posh. Yes, quite posh!
On tasting, I would normally mix my gin with some tonic and a squeeze of lime, and woud never dream of drinking it straight - without causing concern amongst friends. So when it was suggested that I should try Sipsmith on its own, I blinked before taking a sip.
I was speechless, the gin tasted floral, aromatic, juicy like berries – as if it should really be multi-coloured. Their London Dry Gin is made using 10 carefully selected botanicals from around the globe: Macedonian juniper berries, Bulgarian coriander seed, French angelica root, Spanish liquorice root, Italian orris root, Spanish ground almond, Chinese cassia bark, Madagascan cinnamon, Sevillian orange peel and Spanish lemon peel. It might be a British brand, but its flavours are wonderfully global.
Inside Prudence
As a product, it has real integrity, it is hands-down the best gin that I have tasted – I find it hard to have anything else now. With a great product, a brand has a high chance at winning. In a bar, if I see that they are selling Sipsmith, I know that they must be serving to a more discerning clientele; it’s the premium upgrade choice for gin and vodka lovers.
When I met with one of the founders Fairfax I was bowled over by his passion for what he does. I asked him if he could do this for the rest of his life, and he said yes without a moment’s hesitation – which, to be honest with you, is a rare answer for people in this business; the commitment to a grueling schedule of running your own food business often deters even the biggest food and drink lover.
They have started with the classics: a London Dry Gin & a Barley Vodka and have just launched a Sloe Gin. I know this is going to be a brand with longevity – I am excited to see what they come out with next.
Sipsmith is available in selected Waitrose stores and Independents. Find out more on their website or follow them on twitter @sipsmithsam
