Ginarte’s Renaissance botanicals marry street art

Ginarte’s Renaissance botanicals marry street art
Ginarte’s Renaissance botanicals marry street art
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Milan, 24 January (askanews) – Defining it a state-of-the-art gin is all too easy for Ginarte which, in addition to having it in the name, has the art in the botanicals from which it is born and in the label. This distillate son of the Tuscan countryside has chosen creativity and aesthetics to stand out in a market, that of gin, which is experiencing a real boom. We talked about it with Francesco Bargellini, marketing and commercial manager “We have tried to decline art on various levels with a squared, satin-finished bottle, recognizable in bars and then in terms of uniqueness, each edition is personalized by an artist through the decoration of the side label, it’s like a blank canvas”. After the dedication to Pontormo and the two editions for Frida Kahlo, the new label is a tribute to street art with the work of the Roman artist Manuela Merlo, aka Umans, who has chosen a female figure, personification of the spirit of art, for this new edition, ideally opening the dialogue also with a younger audience. But art is not only on the bottle, it is also in the distillate: “Together with the juniper – explained Francesco Bargellini – which we collect in the Tuscan Apennines we have selected botanicals that since the time of the Renaissance were used by artists as a pigment for their works: I am referring to indigo, at the ford of Montefeltro which is Piero della Francesco’s blue, saffron, madder nepitella”. In all there are 13 botanicals that are processed with juniper at a partner distillery in Piedmont where the distillates meet the glacier water which reduces the alcohol content. And the market seems to appreciate these choices: the international turnover progresses by an average of 20%, with Italy, which grew by 50% in 2022, which represents 65% of the turnover. The rest goes abroad, where many countries are opening up to gin after years of clear predominance of brown spirits: “Since last year we have managed to launch gin throughout the Indian continent, we are getting closer to China, Taiwan, we are already in Hong Kong we are in about twenty of the more traditional markets such as the USA, Spain, the UK, the Baltic Republics, Portugal, Norway”. And for the future, what are the projects in the pipeline?” There will be a second edition in co-marketing with Drink Kong, for May June we will probably be able to launch a very interesting flavored first edition and then we were talking about a personalized edition for an Italian design brand that we will probably launch at the most important sector fairs”, concluded the manager.


The article is in Italian

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