New tasting experience for Sipsmith

14th March 2017

Gin brand Sipsmith has opened a refurbished tasting experience at its West London distillery, designed to reflect its brand character and product quality. The facility is aimed at trade buyers and mixologists, or drinks experts at cocktail bars.

The brief given to Innovare Design called for a training area that reflects a passion for ‘things well made’. Bartender and drinks consultant Chris Moore was appointed to make sure the ‘cocktail creation zone’ met the needs of modern mixologists.

“Our brief from the team at Sipsmith was clear – to express the craft, character and uncompromising quality of their gin,” says Innovare creative director Lloyd Blakey. “Our aim has been to build on the Sipsmith experience – the depth of though, passion and creativity that goes into every drop of gin.”

A highly-shined 5m U-shaped copper-topped counter gives the space a touch of glamour and a link to the copper stills used to produce gin, while the mild steel construction of its base grounds the tasting area in its industrial space.

Sipsmith’s brand identity forms the centrepiece of the back wall, on a 1.1m green panel featuring a polished copper swan’s head and illuminated copper lettering. Large scale Victorian maps on either side refer to the brand’s London heritage, and to the City’s long history of gin production. Sipsmith’s gin is displayed in large glass balloons on display pedestals, in an area lit by copper pendants and ceiling spotlights.

“The feedback from visitors has been amazing,” says Sipsmith co-founder Fairfax Hall.