Select a region
White Rock Brewery is launching a new gin brand to try and further sales of its Unit 6 gin, now Ten Degrees, around the world.
The brewery has said it had great success in launching the gin in Guernsey, but when it came to selling Unit 6 overseas, it found the market place to be totally over crowded.
So, after having set out to find a real unique selling point for their product, White Rock is launching its new brand, Ten Degrees.
This name is derived from an unconventional distillation process. Unlike normal distillation, whereby heat is applied to boil the alcohol, the team at White Rock use vacuum distillation in order to lower the boiling point of the spirit to 10 degrees by placing the still under reduced pressure.
Commenting on why this process matters in terms of the gin quality Ross Gledhill, Managing Director of White Rock Brewery drew similarities to a tea bag.
"When you place a tea bag in boiling water it stews but place it in cold water it infuses. Likewise, with our gin production process, it means when we use less heat, we can extract even the most delicate flavours from each of our six carefully selected botanicals," he said.
This got the team thinking about the whole production process, whilst a handful of distilleries use vacuum distillation it is uncommon for the botanicals to be fractionated. All much like the effect of light entering and leaving a prism.
So now, the new brand, Ten Degrees has been born. Ten Degrees is described as an "ultra-premium" gin, "extremely unique" in its production process. Mr Gledhill said articulating this USP in a way that would attract the diverse range of gin drinkers was always going to be a challenge, however, feedback from the White Rock customer base suggest the new branding has done just that.
Comments
Comments on this story express the views of the commentator only, not Bailiwick Publishing. We are unable to guarantee the accuracy of any of those comments.