Beyond the Buzz: How One Gin is Shaking Up a Stagnant Spirits Industry

By Ronald King

For decades, the premium spirits industry has been largely dominated by established brands and predictable marketing strategies. But a new player is challenging that status quo: The Old G, a Black-owned gin that recently took home the coveted “Best in Show” award at the Las Vegas Global Spirit Awards. It’s not just the award, however, but the brand’s approach—a potent mix of authentic cultural storytelling, artistic vision, and uncompromising craft—that’s causing industry observers to take notice and question long-held assumptions about success.

A Win Beyond the Bottle

The Old G's achievement is remarkable not just for the quality of its spirit, but also within the context of a deeply unequal industry. Research indicates that while Black Americans account for roughly 12% of alcohol sales, they hold less than 2% of executive positions within the spirits sector. Less than 2% of spirit brands are Black-owned, a stark statistic highlighting the systemic barriers to entry and growth for minority entrepreneurs.

“This win is a signal,” explains one industry consultant, speaking anonymously. “It's a crack in the ceiling, and it's forcing companies to acknowledge that there’s a massive underserved market craving authenticity and representation.”

The Old G, founded on a collaborative vision between a spirits industry veteran and a renowned visual artist, deliberately eschews traditional marketing tropes. Instead, it prioritizes cultural storytelling, infusing every aspect of the brand—from its bottle design to its promotional campaigns—with a vibrant celebration of art, heritage, and community.

Craft & Culture: A Winning Combination

“We weren’t interested in simply creating another gin,” explains a source close to the founders. “We wanted to create an experience, a conversation, a reflection of our values.” That commitment is evident in the meticulous craft that goes into every bottle. The gin boasts a carefully curated blend of botanicals, sourced for both flavor and sustainability. But it’s the artistic vision of co-founder Hebru Brantley that truly sets The Old G apart.

Brantley, known for his vibrant and culturally resonant artwork, brought his unique aesthetic to the brand, influencing everything from the bottle’s design – a striking piece of art in itself – to the brand’s overall visual identity. “His work is all about reclaiming narratives and celebrating Black culture,” explains a brand marketing expert. “That message is deeply embedded in The Old G, and it resonates with consumers.”

Disrupting the Status Quo

The brand’s success isn't solely aesthetic; it's also strategic. The Old G has actively targeted a demographic long overlooked by the established spirits industry: culturally engaged millennials and Gen Z consumers who prioritize authenticity, social responsibility, and unique experiences. This has been facilitated by a clever marketing approach, heavily leveraging social media and influencer collaborations.

Perhaps most notably, the brand recently launched a 200ml “Pocket Old G” format, specifically designed for on-the-go consumption and aimed at attracting younger consumers. This innovative move has been widely praised by industry analysts as a savvy demonstration of marketing agility. “They’re not afraid to challenge conventional wisdom,” says a retail buyer. “They’re thinking outside the bottle, literally and figuratively.”

Beyond a Trend: A Potential Shift?

While The Old G’s success has undoubtedly generated buzz, some industry observers caution against labeling it merely a “trend.” “There’s a real appetite for diversity and inclusion,” explains a brand consultant, “but it’s not enough to simply pay lip service. Consumers are discerning. They can tell when a brand is genuinely committed to its values.”

The Old G, however, appears to be exceeding expectations in this regard. Its commitment to cultural storytelling, artistic vision, and uncompromising craft has resonated deeply with consumers, fostering a loyal following and driving consistent sales growth. This, combined with its innovative marketing strategies, has positioned the brand as a genuine disruptor in the premium spirits industry.

“The Old G isn’t just selling gin; it’s selling a story, a vision, a cultural experience,” says a source within the company. “And that’s something consumers are increasingly looking for.”

While it remains to be seen whether The Old G’s success will trigger a broader shift in the spirits industry, one thing is clear: the brand has irrevocably altered the conversation. It has proven that authenticity, diversity, and artistic vision are not merely marketing buzzwords but essential ingredients for success in the modern marketplace.

As the industry continues to grapple with evolving consumer preferences and a growing demand for inclusivity, The Old G serves as a potent reminder that the future of premium spirits may very well belong to those who dare to challenge the status quo and embrace a new definition of success.

Looking Ahead

The brand’s founders are currently exploring opportunities to expand distribution and launch new product lines. They also plan to invest in initiatives that support Black artists and communities. “We’re committed to building a brand that is not only successful but also impactful,” explains a source within the company. “We want to use our platform to amplify voices and create positive change.”

As The Old G continues to grow and evolve, it will be interesting to see how its success inspires other entrepreneurs and shapes the future of the premium spirits industry. One thing is certain: the brand has already left an indelible mark on a sector long in need of innovation and inclusivity.