Danish spirits business Stauning is expanding outside its core category of whisky with an entry into gin.
The product is the second spirit to sit in Stauning’s portfolio with the business having only focused on whisky in its two decade history.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Stauning launched the Danish Dry Gin in Denmark in the first quarter of this year, a business spokesperson told Just Drinks. The product is distilled and bottled at its distillery in the Skjern municipality on the Danish west coast.
The 43% abv product can be bought directly from the distillery and in Danish retailers.
According to Stauning’s website, the 70cl product is available for Kr249 ($38.4)
The spokesperson said “a phased rollout” of the gin is “planned across selected international markets”.
Last year, Stauning slashed around 25% of its workforce and cut production by 50% after Diageo announced that it was halting invesment through the Distill Ventures incubator programme.
Stauning’s spokesperson told Just Drinks: “Parting ways with Diageo allowed us to open up our innovation to more categories.”
They added: “It’s a natural extension of how we think about flavour, design and place – applying the same mindful approach we use in whisky to a new expression.”
The company still plans to remain focused on whisky however, with the group not planning to head into other categories beyond gin, for now.
“The role of gin is not to redefine Stauning but to showcase another side of what we do.”
Stauning’s gin launch was funded through the groups existing operating budget and no more cuts have been made at the business beyond the initial 25% reduction announced last year.
“The business has stabilised following those adjustments, with a clear focus on long-term sustainability and controlled growth,” the spokesperson said.
