A British Gin House Takes a Different Road
The global spirits industry is dealing with slower growth and customers who are being choosier about where their money goes. In that climate, a British spirits house called SEVENTY ONE is choosing a different path. Founded by Mert Alas and Tasso Ferreira, the company is pushing back against what people expect from gin. It does this by focusing on taste, craftsmanship and cultural relevance, and it is turning that creative vision into real business momentum in markets around the world.
On October 16, 2026, the house unveiled EAU DE MINUIT. It is the first new expression SEVENTY ONE has released since the brand launched. The gin took five years to develop. It reflects the company’s goal of pushing the limits of gin by adding depth, texture and complexity to a category that has long been known for simplicity.
Where the Idea Came From
The Pull of the Night
For Mert Alas, the founder and creative director of SEVENTY ONE, midnight has always meant a moment of change. Beauty looks sharper, creativity feels bolder, and familiar things take on a whole new character. That fascination was the starting point for Eau de Minuit. Alas became obsessed with the idea of turning the intensity, mystery and richness of midnight into a taste.
“For as long as I can remember, I have been fascinated by the night,” says Alas. “Not because of its darkness, but because of what it changes. Everything feels richer. More intense. More ecstatic.”
A Question Instead of a Gimmick
Alas has said he was not interested in making something just because it was new. The project was more of an experiment. He wanted to see if one moment could change a spirit without changing what makes it what it is.
“I wasn’t interested in creating something simply because it was new,” says Alas. “I wanted to discover whether one moment could transform the spirit without changing its soul.”
Ten Years of Exploring, Five Years of Work
SEVENTY ONE has spent a decade looking at how botanicals, wood and time work together. Over that stretch, the house built up one of the largest libraries of gin resting in oak casks anywhere in the world. Eau de Minuit grew out of that collection.
Image credit: SEVENTY ONE
Alas created the gin together with Master Distiller Steve Wilson. They used three different woods:
Pyrenean Black Oak, Vosges French Oak and American Oak
Each wood was picked for what it adds to the finished gin. Together they contribute structure, refinement and roundness. While the gin matures, the casks are carefully turned. This step increases the exchange between the spirit and the wood, which builds more depth, color and texture. The turning is done without hurting the botanical identity of SEVENTY ONE.
What the Gin Is Like
The result is an intense amber gin with a lot of complexity. Notes of dark fruit, leather and tobacco move into hazelnut, cacao and toasted oak. The texture is velvet, and the finish is exceptionally long.
Image credit: SEVENTY ONE
Doing Things Differently in a Tough Market
Many established spirits categories are finding it harder to keep growing. SEVENTY ONE believes there is money to be made by doing things another way. Instead of following the usual way gin is positioned, the house built its identity around three things:
- Exceptional craftsmanship
- The cultural language of fashion and art
- A highly selective approach to distribution
Where the Brand Stands Today
SEVENTY ONE was introduced in 2021. Since then it has kept strengthening its position in some of the most prestigious markets in the world. The brand is found in 45 cities worldwide, across roughly 500 ultra-luxury hospitality destinations. These include properties run by Aman, Four Seasons, Mandarin Oriental and Rosewood.
The United States has turned into an especially important growth market for the company. Expansion is also continuing across Europe, the Middle East and international travel retail.
Growth as a Result, Not a Goal
The company does not see growth as only a matter of getting its product into more places. In its view, growth is what happens when you create a product and a world around it that people actually want.
Tasso Ferreira, the General Manager and Co-Founder, put it this way:
“In an industry where growth is becoming increasingly difficult, we believe the greatest opportunity lies in challenging conventions rather than following them,” says Tasso Ferreira, General Manager & Co-Founder.
“SEVENTY ONE was created with the conviction that gin could occupy a very different place in the world of prestige spirits. By pushing the boundaries of taste, craftsmanship and cultural relevance, we are looking to create a new desire for the category. Our international development shows that when you challenge expectations, you can create both consumer demand and meaningful commercial growth.”
Why Eau de Minuit Matters to the Brand
With Eau de Minuit, SEVENTY ONE is taking that ambition a step further. The company sees the release as proof that innovation can go beyond a single new product. In its view, it can change how an entire spirits category is seen, experienced and desired.
Made by Hand and Made in Small Numbers
Eau de Minuit is handcrafted in Great Britain. The first release is limited to 3,000 bottles worldwide. The house describes the project with three words: obsession, precision and devotion to taste.
The Big Picture
SEVENTY ONE started in 2021 with a clear point of view. It treated gin as something that could sit alongside the most prestigious spirits in the world. Five years of work on Eau de Minuit, built on ten years of experience with oak casks and botanicals, shows how far the house is willing to go to back up that idea. Whether the rest of the industry follows its lead remains to be seen, but the company is betting that taste, craft and a strong creative identity can still win attention in a crowded market.
