Dutch Distillery and brand owner, Toorank International Spirits, has unveiled a new look for its premium dry gin, Sloane’s, at ProWein this week.

The liquid has built a loyal following and picked up a number of awards in recent years including ‘World’s Best Gin’ at the San Francisco World Spirit Competition 2011.

The new look bottle has taken inspiration from the story of traveler, collector and naturalist, Hans Sloane, and his strong association with The British Museum with its unique shape and style echoing the spectacular glass roof of the British Museum’s Great Court.

The brand strategy is to strengthen its bond with the loyal group of consumers who were Sloane’s drinkers during its most successful period as well as attracting new customers – established gin drinkers who will understand and appreciate Sloane’s complex structure and be intrigued and engaged with the story of Sloane and his travels.

The main difference between Sloane’s Gin and other gins is that it’s handcrafted in small batches following a unique process that involves using fresh citrus fruits and individually distilling the botanicals. A single botanical is rested for up to one month for the flavors to ‘round out’ before being crafted together to form an exceptionally smooth gin with an exquisite balance of aromas unmatched by any other.

“Sloane’s has always been close to our hearts and we’ve had countless requests to reposition the brand at the level it deserves.”

“The gin market is still growing towards a more premium market space in which the award-winning Sloane’s Gin has a unique position. The liquid is complex and incredibly well structured with a strong citrus signature.”

Notes to Editors:

Sloane’s Premium Dry Gin – 40% ABV available in 5cl, 35cl, 70cl and 75cl.

Botanicals: Juniper berries and iris root from Italy – Coriander from Morocco – Angelica root, cardamom pods and liquorice root from India – Whole vanilla beans from Madagascar – Fresh oranges and whole lemons from Spain.

Tasting notes: Fresh and Fruity, with juniper berry, citrus and cardamom.