and others are not

The Pernod Ricard group launched a brief for us to bring to market a gin that spoke of the trendy place: Galicia.

The blatant preference for Estrella Galicia, the success of As Bestas, the packed venues to listen to Baiuca, Tanxungueiras, or the success of the centenary anthem of Celta by C-Tangana… Galicia is much more than the freshness of the Atlantic in the middle of the scorching summers of the Peninsula.

The solution was A’Miña orixe, a gin sister to the St. vermouth. Petroni from the same group, a gin that drinks from the same origin as this already anthological drink: the magical town of Padrón, in the province of A Coruña.

A gin that is composed of a name with one of the most well-known and, therefore, decipherable Galician words.

In addition, we had the opportunity to participate in the definition of botanicals according to the brand positioning: peppers from the PDO Pemento de Herbón, also known as Padrón peppers.

Thus, A’Miña Orixe is the only gin on the market with Pemento de Herbón, which, thanks to the magic of distillation, brings a very Atlantic freshness and, paradoxically, is not spicy at all.

Finally, we accompanied the project in its narrative and defining the smallest details, such as the coordinates of the label, which, far from being a cliché, point to the origin in capital letters of the Herbón peppers (42º 43′ 52” N, 8º, 37′ 52” W): the Convent of San Antonio de Herbón, the place where the first peppers arrived from what would later be the D.O.P.

The interesting thing about the project was exploring the Galician soul through different territories: from its legends to the incredible naval archaeological heritage that its coasts have accumulated, tragedy after tragedy.

However, the chosen route captures the Galician spirit and at the same time allows potential internationalization by talking about a concept that works anywhere: the origin.

Obviously, this project is a milestone in my portfolio: the first time that I have defined, together with the team, the characteristics of a liquid through botanicals.