Canada’s first premium gin is new again! On Friday, June 3, the new Victoria Gin arrived for multiple BC retailers. Victoria Gin is reborn — the same complex spirit, loved the country over, repackaged in a new bottle with a fresh, contemporary design.
From the classic Gin & Tonic to the most complex cocktail, great drinks start with Victoria Gin. The new branding repositions the Gin as a cocktail spirit and as part of a superior mix — a cocktail that includes the consumer, their inspiration, creativity, and other fine ingredients. Victoria Gin lights up a cocktail toolkit – “V + your inspiration.” The refined new design is more visible. The copper on the label and cap references the copper pot still in which the spirit is handmade. The bottle has an improved closure and a reduced footprint on bars and shelves. Overall, the design better aligns with the contemporary cocktail spirit inside. As part of this change, we have said goodbye to Princess Victoria. Though she was supposed to signal our fresh take on tradition, our research found that few people recognized the monarch on the old bottle. Instead, to many, the old packaging looked traditional, which didn’t reflect the modern spirit within.
An interactive website will soon accompany the new brand. It will inspire consumers to learn techniques, experiment, and make better drinks.
Over the last decade, Victoria Gin has developed a cult following and helped inspire a new industry of micro-distilling in Canada. We have expanded from our beginnings in BC to become a truly national brand. This year has brought other great changes to the distillery as well. Following a new partnership in 2015, they built a new distillery at a unique location on the Seaport Place waterfront of Sidney, BC. The project maximizes the opportunity to involve the local community and visitors in the experience of creating artisan spirits through tours and tastings. The site opened on the Victoria Day long weekend. An on-site lounge will open in the coming weeks. Earlier this year, they also re-launched “Victoria Spirits” as “Victoria Distillers.” The transition brings a new focus on the company as makers and collaborators, as well as focusing on the distillery as a destination.