Artist Hebru Brantley has teamed up with Spirits Veteran Peter Ibrahim to launch The Old G gin. The new spirit is crafted in limited quantities and looks to represent the minority community.
“We’re thrilled to announce the launch of The Old G. It was our goal to create a Gin that stands deliciously on its own, without the need for any modifiers or mixers to enhance its exceptional taste – and that’s exactly what we did here,” said Peter Ibrahim, Head of Brand and Founder of The Old G. “We also wanted to create a product that gives a voice to underrepresented communities. As an Egyptian teaming up with a prominent Black artist, it was crucial to build a brand that reflects our upbringing, struggles, and our perseverance in this industry.”
“The Old G is not just a drink, it’s about embracing the spirit of the “Old G’s” that are the pillars of neighborhoods and communities.,” says the press release. “It is a masterfully crafted Gin that creates a bold yet distinctively smooth taste that can be consumed neat, on the rocks, or in a cocktail.”
Brantley designed the bottle himself. “The design of the bottle comes from the minimalistic idea of stripping the unnecessary and intentionally focusing on simplicity,” said Brantley, Head of Creative for The Old G. “The minimalism is also a way of having the product stand on its own – where the bottle, logo and overall design does not take away from the spirit itself.”
The Hebru Brantley designed Old G gin is now available to purchase in 750ML bottles for $34.99 in the states of Florida, Georgia, California, Illinois, New York and New Jersey, and additional states soon. For more information, head over to the brand’s official website.