BOUTIQUE BRANDS GLOBAL LAUNCH OF NOUAISON GIN BY GVINE @ NOBU HOTEL SHOREDITCH
The Boutique Brands team relaunched Nouaison Gin by G’vin to the World on November 21st 2017 @ NOBU Hotel Shoreditch.
See below for the official press release and interview with the creator of this exceptional liquid to discover Nouaison Gin by G’vine.
The luxury French gin crafted from grapes is set to shake up the UK’s gin scene this November with an answer to London dry gins
G’Vine Gin has announced the launch of its second gin, Nouaison, which will be released at the end of November. G’Vine, made from grapes rather than grain, aims to shake up the industry with this innovative take on a classic spirit and it is set to be the French brand’s answer to traditional dry gins.
Complex and intense, with 45% ABV and a rich mouth feel, Nouaison has been specially designed for mixologists to use creatively. The grape smoothness and intense aromas invite gin connoisseurs to use it as the base for countless classic cocktails, while also conceiving new and exciting cocktails. Nobu Shoreditch Bartender, Luca Di Patrivi, will be creating the first G’Vine Nouaison cocktail for his signature menu.
The intensely aromatic, slightly spicy tasting notes of Nouaison gin are particularly highlighted in a Negroni, the perfect serve for this spirit, as it reveals the robust flavour and complexity of the botanical infusions. Crafted by Master Distiller and creator of Cîroc, Jean-Sébastien Robicquet, Nouaison, meaning ‘setting’, represents the metamorphosis stage of the star ingredient, the grape, from aromatic vine flower to luscious grape berry. The carefully selected ingredients offer a richer alternative to dry gins and is a very different taste to the brand’s original G’Vine Floriason product.
“I created G’Vine because I wanted to create something new in super-premium gin,” says G’Vine founder, Jean- Sébastien Robicquet, “I wanted an elegant, silky sophisticated gin. I believe that I achieved this by replacing the traditional grain with grapes spirit. I am convinced that grapes bring more complexity and elegance to the categories we work in. For me being unconventional means breaking accepted rules for the benefit of the drink.”
G’Vine’s Nouaison gin is created in France from grapes, combined with 14 botanicals that are carefully selected and distilled, including juniper, cardamom, ginger and the vine flower, G’Vine’s signature botanical and most precious ingredient. This delicate flower blooms for just a few days in the month of June before it transforms into grapes. Carefully handpicked while it is still in bloom, to preserve its exhilarating aromas, it is then carefully distilled in a Florentine still, traditionally used by master perfumers, giving G’Vine its signature tasting notes.
G’Vine is a traditionally unconventional product enlivened with 14 botanicals including the rare vine flower from the brand’s legendary vineyards. Thanks to the vision of Founder and Master Distiller, Jean-Sebastien Robicquet, a revolutionary who looks at the world with a different perspective, it is a spirit that shakes up codes and conventions while also crafted with the upmost respect for local heritage.
“G’Vine Gin is traditionally unconventional,” said Jean-Sébastien Robicquet. “We have drawn from the expertise and skill of our heritage and added innovative ingredients to create a gin of remarkable quality and impeccable taste.”
The number one selling gin in Spain, G’Vine is available in fine liquor stores, premium bars and restaurants around the world including: Nobu Hotel Shoreditch, Oriole Bar Farringdon, The Artesian Bar at The Langham Hotel and Nightjar in London, The Dear Rabbit Grocery and Grog in New York, and 28 Hong Kong Street in Singapore.
Based in Villevert, 16 th century house that used to belong to the Robicquet during the Renaissance, Maison Villevert was founded in 2001 by Jean-Sébastien Robicquet (winemaker and distiller). Located in the heart of the Cognac vineyard, the company specializes in the creation and production / distillation of ultra-premium spirits made from grapes. Thanks to its strong relation with grapes, its history and its culture, Masion Villevert uniquely revisits the categories of spirits and embodies the expertise and the new French luxury.
G’Vine Gin de France is crafted by Jean-Sébastien Robicquet, founder and master distiller. Raised in the French vineyards between Bordeaux and Cognac, he is passionate about the creation of world-class spirits and possesses a bold commitment to the art of fine living.
His creativity, pioneering vision, dedication to excellence and relentless pursuit to escape the norms of convention, led him to create first Cîroc Vodka and then G’Vine Gin in 2006. Marrying the ancestral grape distillation know- how, the savoir-faire of the Cognac region and groundbreaking introduction of the rare vine flower, G’Vine Gin has overthrown many of Gin’s traditional codes while respecting the tradition and local heritage.
Social Media: @gvinegin_uk / #G’VineGin #TraditionallyUnconventional #GrapeNotGrain
Interveiw By Lucy Brit11er / 22nd November 2017 / Just-Drinks
“Only dead fish go with the stream” -Interview, Maison Villevert CEO Jean-Sebastien Rohicquet”
Earlier this week , Cognac-headquarte red Maison Villevert unveiled the next chapter in the history of its G’Vine gin brand, with the relaunch of G’Vine ‘s Nouaison expression , Ahead of the event , just -drinks deputy editor Lucy Britner sat down with Maison Villevert CEO Jean Sebastien Robicquet to talk about why the brand needed to change and what the future holds for Maison Villevert. Jean-Sebastien Robicquet believes t here have been three major launches t hat have shaped the gin category. The first was in the late 1980s wit h Bombay Sapphire. “They premiumised the segment,” he says. Then, in t he late ’90s, we had William Grant & Sons’ Hendrick’s. “They took t he liberty of not being a London Dry – and t he brand is more eccentric.” Next, in 2006: G’Vine Floraison – the first and more flora l of Maison Villevert ‘s two G’Vine expressions. “Not only is it not a London Dry,” Robicquet explains, “it’s French and it ‘s made from grapes .” The overall G’Vine brand now boasts volumes of 60,000 cases per year, split roughly three-quarters Floraison and one-quarter Nouaison .
While Villevert has recently rolled out new packaging for Floraison – which touts ‘small batch gin’ in embossed writing, along with t he words ‘originally unconventional’ – Nouaison, which first launched in 2008, has been given a complete makeover. The expression, which is also made from grape spirit, was originally launched as a more traditional alternative to floral Floraison. Now, Robicquet has taken the brand even further into the earthy , spicy realm.
“Things have evolved and Floraison has reinforced its position as a lifestyle gin – on the terrace, by the pool. .. ” he explains. “With Nouaison, I think we had not gone all the way. If one is enjoyed in the sun, the other one needs to be underground – one will be drunk on the terrace overlooking the Eiffel Tower, the other will be drunk in the catacombs.”
In less romantic terms, the gin now has a higher abv – up from 43.9% to 45%. The new product also sees the addition of four botanicals, taking the tot al to 14. The line up includes sandalwood, bergamot, prune, java pepper and vetiveria. Last night ‘s Nouasion launch took place in three cities – London, Paris and Singapore – and all events called upon bartenders to create a cocktail for the gin, cementing the firm ‘s plans to win over the on-premise. However, there has been no shortage of gin launches since Floraison appeared on the scene in 2006. What if the bubble bursts? “What I kept doing is trying to ensure that there is a point of differentiation,” argues Robicquet. “The experience in general is so different that even if the re is a burst, the brands will remain.”
Besides G’vine, Maison Villevert ‘s stable includes Tequila, vermou th and now a Cognac. Robicquet is arguably most famous in the drinks world for creating Diageo’s grape-based Ciroc vodka. It has to be said, though, that the company, which posted sales of US$60m in 2016, didn’ t get off to a fly ing start .
Veterans of the industry will remember that before Maison Villevert, Robicquet’s outfit was called Euro Wine Gate. In 2001, following a ten-year stint with Moet Hennessy, he registered EWG to sell wine online in the US and make the most of the dot-com bubble. Yet, shortly after the company’s inception, the bubble burst and then the Twin Towers fe ll. Cognac expert Nicholas Faith puts it best in his category encyclopedia when he says Robicquet’s “t iming could not have been worse “. And so, Robicquet returned to wha t he knows best; the Cognac region and making booze from grapes . “The internet bubble explo ding accelerated my willingness to wo r k on spirits,” he says. Moreover, he is a firm believer that “grapes br ing nobility to spirit s categories”. In the early 2000s, the act ion was in vodka – cue Robicquet ‘s creation of Ciroc for Diageo.
“I had the opportunity to meet with Diageo and that’s how we agreed on making Ciroc,” he says. “And, soon after a vodka came a gin.”
Then, in 2009 Robicquet made his next big category bet: Excellia is described by the company as a ‘grand cru’ Tequila. The brand is produced in partnership with Carlos Camarena – the Tequila heavyweight associated with several brands, including Ocha and Ta patio.
Of course, Robicquet had to add his ‘Frenchness’ – and the “nobility of grapes ” – to the mix. Excellia is part-aged in ex-Sauternes and ex-Cognac barrels. “Sipping Tequila did not exist,” he says. “So, again we went against t he stream – only dead fish go with the stream. “I wanted to have a Tequila to the standard of a wonderful whisky or a wonderful Cognac,” he adds.
Next, in 2012, came a vermouth, t hough the product didn’t reach London until early-2014. “Here again, we are in advance of the game,” he says. “Three years later, every body talks about vermouth.” He’s not wrong. We round off our time together at Masion Villevert , a couple of miles outside of the tow n of Cognac, with the group ‘s most logical – and yet most recent –
category launch: The Cognac Guild range. It’s impossible to describe the Cognac Guild as a ‘brand ‘. The concept is almost the reverse of the tried-and-tested methods by industry leaders to blend
a ‘consiste nt house-style’. Instead, the Cognac Guild aims t o take the concept of Cognac back to indiv idual vi llages and disti lleries.
The line-up, which is create d by a co-operative of Cognacais (though the brand is owned by Villevert) comprises four iterations from the six crus of AOC Cognac. The bottlings come from specific villages within each cru. They also display a vintage and the selection changes periodically. In his book, Faith hails the strategy for involving concepts that are “both sensible and fashionable – the ideas of authenticity and locality “. The spirits industry will no doubt be watching with interest to see what Robicquet launches next.