Founded in 1600 to explore the East, the brand eponymous for bringing its legacy of premium teas, and fine food offerings to the world, has embarked on a new chapter with the creation of The East India Company London Dry Gin, led by the company’s owner, Sanjiv Mehta.
Since taking ownership in 2005, Chairman and Managing Director, Sanjiv Mehta, has been determined to rejuvenate The East India Company, harnessing centuries of experience and brand authenticity to create luxury products for the contemporary world. Its latest incarnation follows the inspiration of more than 400 years of expertise in trading botanicals and rare exotic goods.
Sanjiv Mehta says: “When I took the helm, I set about reawakening a once powerful brand that had lain dormant for 161 years and making it great again. For more than 400 years, The East India Company has held a remarkable connection with people all over the world and its influence can be seen throughout English-speaking society. My vision for it today is one of a contemporary business developing high quality luxury products, including a super-premium spirit.”
Esther Canibano Garcia, Marketing Director for the brand, says: “We have embarked on this journey with a super-premium London Dry Gin – a spirit sitting at the core of our heritage of global trading in the finest botanicals and spices. The East India Company, from its inception over 400 years ago, exemplified and evolved, not only the flavour of London Dry Gin but was also fundamental in the creation of the ubiquitous Gin and Tonic.”
The development of the brand’s first spirit has been in planning since 2007. The gin team have worked meticulously with industry experts to produce The East India Company London Dry Gin, a super-premium gin reflecting the company’s heritage and commitment to quality ingredients.
The gin team spent several years researching and trawling The East India Company’s own company records and the vast archives held in the British Library, Kew Gardens, Maritime Museum and the V&A Museum, to source key information that would inspire and inform the recipe for the new gin. This was followed by months of intensive blend and flavour experimentation to garner the perfect liquid.
Jamie Walker, Commercial Director for the brand, “History and quality of flavour are what sets The East India Company London Dry Gin apart; we have taken a classic spirit and redefined it to tell a story about one of the oldest companies in the world. The East India Company is intrinsically linked to the story and evolution of gin. This rich history and the explosion in the popularity of the drink have been catalysts for the creation of what we deem to be the finest London Dry Gin in the world today. We are very excited to launch our first spirit to the world.”
The East India Company London Dry Gin embraces the brand’s historical associations with adventure, discovery and collaborative creation. It launches this month in a selection of world-leading bars, hotels and restaurants, including City Social and Novikov in London, and Gleneagles and The Finnieston in Scotland. Principal distributor is Bibendum Plc.