Page 74 - IAADFS Summit 2023 Special Edition

INSIDER

Latin Gin takes its love story to duty free

After launching in Miami last year,
premium Latin Gin is exhibiting at the
Summit of the Americas with global travel
retail its next target.
Available in Latin Spice, Latin Lover,
Latin Secco and Latin Beach expressions,
Latin Gin was inspired by elements of the
Latin lifestyle, says co-founder Ivania Sher.
“I’m a Latina who loves to travel
and go to different countries and learn
the cultures around the world. I wanted to
create a gin that would represent the Latin
culture,” says Sher.
“We wanted to create an authentic
gin so we used only Latin botanicals and
designed the bottle with Latins in mind.”
Sher grew up in El Salvador amongst appeals to the traveler’s desires of culture, it is inspired by the tradition of Latin
a family of international diplomats and adventure, and unique expressions.” culture. The profile is balanced and smooth,
witnessed how her parents entertained allowing for a variety of options for
guests from around the world with Four Latin Gin expressions blending in cocktails.
beautiful, inventive cocktails. Those Each of its four expressions conveys a Latin Beach Premium Gin reveals a
moments inspired her to create a premium love story, taking consumers on a journey touch of citrus with each sip. The flavor
gin from a female and worldly perspective. of passion, romance, tradition and joy, says profile includes passion fruit, coconut,
“I wanted a modern, easy to drink Sher. papaya, and mango.
gin, that is smoother to the palate,” she Latin Spice Premium Gin is Kuelbs says the two best sellers so far
says. “Latin Gin is something fun and sophisticated and seductive, says Sher. It is are Latin Lover and Latin Beach, but each
sexy. And the bottle looks so beautiful. It is well-balanced, with warm Calabrian chili of the four gins offers something different.
completely different than your traditional pepper notes that linger on the palate. It is “Latin Lover and Latin Beach are not
London Dry gins.” inspired by the passion and the spark of a your traditional gins. They really appeal to
Co-founder John Kuelbs says after newly formed romance. the gin drinker and to the non-gin drinker,
launching in south Florida, the gateway to Latin Lover Premium Gin is infused because we dialed back the juniper so
the Americas, he believes Latin Gin will do with strawberries and roses. It is inspired much, it is smoother. For Lover we took the
well in duty free, even with non-Latins. by a blossoming love. This spirit is ABV down to 37.5 because we are seeing
“We launched in Miami, a natural designed with fruit-forward cocktails in that women and the younger drinkers want
place to launch Latin Gin. To our surprise, mind. quality over quantity. They are going to
we are seeing that we are getting reorders Latin Secco Premium Gin is a fresh drink less cocktails but are going to drink
online from the Midwest. It is people interpretation of the spirit’s classic tones. better ones,” he says.
wanting to experience Latin culture rather Infused with authentic Italian juniper and “Whether it is Latin Europe, Latin
than just Latins wanting to buy something blended with the water of Mont Blanc, America, or Central America, every Latin
Latin,” says Kuelbs. country except for Paraguay and Bolivia
“Latin culture is trending right now all has an ocean beach. And for hundreds of
over the world. Music, the performing arts, years that is where they go to celebrate. It
the culture of celebration. We have actually really resonates.”
captured a culture with Latin Gin, and we “Latin Beach expresses the joy, the
think this will help us attract millennials happiness, the fun. It is a kiss of citrus in
and Gen Zs.” your mouth,” says Sher. “We target every
Latin Gin represents a new category of palette with our gins.”
gin, says Sher. “I have had Latin people come up to
“When you are walking in the airport me and say this is a brand that represents
you are sometimes looking for something. me. That is what I wanted to do. Mission
Latin Gin is a breakaway from the old accomplished.”
school gin. It is something different and Distilled in the foothills of the Italian
innovative. Duty free stores are a place of Latin Gin co-founder Ivania Sher Alps, Latin Gin is currently available in
discovery, a place where people are looking created Latin Gin to represent Latin Florida, Texas, California, Spain, the UK,
for something new and unique. Latin Gin culture. as well as online.

Summit of the Americas April 2023 74