The production of new spirits and liquor breeds is emerging in Lebanon. The country which has been historically known for the production of wine as well as its national spirit Arak (anise-flavored spirit) has been experimenting with vodka, whisky, as well as gin. Many of these homegrown labels are finding their way to the international markets gaining global recognition and appreciation,
The Three Brothers Gin, a brand that debuted in Smar Jbeil, Batroun Casa, is growing with steady steps.
The liquid is handcrafted in small batches by bartenders, 100 percent natural with no sugar or artificial additives. It combines flavors of botanicals including juniper, carob fruit, jujube fruit, olive leaves, coriander seeds, rose petals, and cedar leaves, among other aromas.
Earlier this month, The Three Brothers Gin has been recognized as one of the top gins worldwide, gaining a gold medal in The World Gin Awards.
HN spoke to Andre Malak, an experienced bartender and cofounder of the make to highlight what distinguishes this product. “Since we procured everything from our local surroundings, and distilled it in a copper still over nine times, it gives our gin its distinctive premium Lebanese handmade quality.”
The fact that gin is a growing global trend has impacted the fame of The Three Brothers Gin. “Serendipity is something no one can account for. But with the rising demand for gin, both companies and consumers are looking for new experiences and we are more than happy to provide them with that,” Malak said. He added: “We are happy that some companies followed our lead and started producing gin. This will create more trust in the market and a healthier competition. An economy without friendly competition stagnates and procures nothing new. At the end of the day, we want to try other people’s drinks, even if we stand out from the rest of the market in terms of the style of Gin that we produce (Bathtub) while they produce their own Dry Gin, other sources inspire.”
According to Malak, the award they won will help them on many levels, especially that on one hand, international companies will be more willing to import internationally awarded gins. Consumers, on the other hand, will be more willing to experience new drinks on an international level from Lebanon. “It opens up a wider market for us.”
When asked about the profitability of the business, Malak said that for the local market it is “just fine, but it will become profitable once you earn the necessary experience and reputation to export.”
The Three Brothers Gin is exported to Munich and Bremen in Germany, Trieste in Italy, Nigeria, Dubai, and soon to Abu Dhabi, Jordan, Bahrain, Oman Tanzania, Zanzibar, Thailand, Ethiopia, Maldives, Canada, and the U.S.A. “We are focusing on exporting our current products while maintaining our growth in the Lebanese market.”
Will the three brothers experiment with a new type of spirits soon? Stay tuned to know more about it!
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