Prestige Gin House Pushes Into Premium Spirits Territory SEVENTY ONE, the British gin brand founded by Mert Alas and Tasso Ferreira, has launched Eau de Minuit, its first new expression since the house's 2021 debut. Developed over five years and handcrafted in Great Britain, the limited-edition release comprises 3,000 bottles worldwide and arrived globally on 15 October 2026. The spirit introduces a maturation process using three distinctive oak varieties—Pyrenean Black Oak, Vosges French Oak, and American Oak—to create what the house describes as its deepest expression to date. Created by Alas alongside Master Distiller Steve Wilson, the gin features tasting notes of dark fruit, leather and tobacco that evolve into hazelnut, cacao and toasted oak, with a velvet texture and extended finish. The liquid is bottled at 40% ABV.

Strategic Positioning in Luxury Hospitality The launch aligns with SEVENTY ONE's expansion into ultra-luxury hospitality.

The brand now operates across 45 cities and approximately 500 properties worldwide, including properties under Aman, Four Seasons, Mandarin Oriental and Rosewood. The United States has emerged as a key growth market, alongside continued expansion across Europe, the Middle East and international travel retail. "For as long as I can remember, I have been fascinated by the night," said Alas. "Not because of its darkness, but because of what it changes. Everything feels richer. More intense. More ecstatic." According to Ferreira, the brand's expansion reflects a deliberate departure from traditional gin positioning. "In an industry where growth is becoming increasingly difficult, we believe the greatest opportunity lies in challenging conventions rather than following them," he said. "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."

Why It Matters

In a gin category where volume growth has flattened, SEVENTY ONE's strategy centers on scarcity and prestige positioning rather than mass distribution. The selective placement in ultra-luxury hospitality and the five-year development cycle signal a market opportunity for premium spirits operators willing to position gin as an alternative to cognac or aged whiskey rather than as a traditional mixed-drink base.

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Written by FBM Publications Editors