Last month I wrote about how difficult it can be for small brands to compete in a crowded spirit marketplace, especially when they often compete against larger companies with big budgets. Well when I bumped into Alex Stein at Imbibe Live last week, it reminded me that there’s another way for a brand to become successful, and that’s to buck the trend and put quality above cost in their list of priorities. You see Alex is the mastermind behind Monkey 47 Gin, a brand that is fast becoming a firm favourite with bartenders in the UK and across Europe. The more you learn about Monkey 47 though, the more you realise that no compromises have been made in the name of cost savings, which is pretty rare when it comes to spirits.
Having spent a couple of days in the company of Alex and his master distiller Christoph Keller, I’ve seen how they have set out to create the best gin they possibly could, regardless of cost, and the result is a high-end gin that’s worth paying for. All too often when it comes to ‘super premium’ spirits, I’ve felt that you’re paying for a fancy bottle and a lot of expensive marketing, but in the case of Monkey 47 I think you might just be getting value for money.