Covering the people, the place, the pivotal moments, the distinct liquid style, and the personality. Prepared for the Sipsmith Brand Team.
The accounts and statements in this document form the timeless DNA of the Sipsmith brand. These truths shape the brand and help to define its future direction.
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THE DECK
MOMENTS
In 2009 three friends, Sam, Fairfax, and Jared, set about on a mission to bring gin of uncompromising quality and character back to London, the city where it all began.
They threw open their distillery doors and launched a traditional copper distillery, which no one had done in London for nearly 200 years. It was to mark the beginning of a gin distilling renaissance in London.
They threw open their distillery doors and launched a traditional copper distillery, which no one had done in London for nearly 200 years. It was to mark the beginning of a gin distilling renaissance in London.
Sipsmith Timeline
1639
Gin created in London
1825
Government act preventing small still (less than 1,800 litres)
1860s
The Golden Era of Gin in London (a pinnacle in quality)
Dec. 12, 2007
Sam and Fairfax meet Jared at a Negroni event
2007
HMRC distilling license application declined
Dec. 2008
Distilling license approved (first for a copper still in London since 1820)
Mar. 14, 2009
The perfect recipe is defined, and the first pot still (Prudence) starts distilling
Jun. 11, 2009
Sipsmith launches at The Dorchester, London (Sam delivering the first batches on his Yamaha scooter)
2012
Sipsmith exports to international markets (Spain)
2014
Move to second distillery (Cranbrook Road)
2015
The Sipping Society is created
2017
Beam Suntory Acquisition
2019
Prudence’s 10th Birthday
Stories
CELEBRATED STORIES
THE INSPIRATION
The Golden Era of Gin in London (1860s)
Inspired by distillation methods of the 1860s, Sipsmith sought to revive the essence of gin – not advance it by using exotic (and tenuous) ingredients.
Making the gin in small batches, using the one-shot method, and hand-cutting the distillation, Sipsmith is a gin with both complexity and character – made the way it used to be.
Making the gin in small batches, using the one-shot method, and hand-cutting the distillation, Sipsmith is a gin with both complexity and character – made the way it used to be.
The US Craft Movement (2000s)
Working at Fuller’s Brewery, Sam spent years traveling around America as part of the job, visiting breweries and distilleries. On his travels in the early 2000s, he noticed a craft movement that was creating a shift in how people perceived spirits like gin – from ‘big is reliable’ to ‘small is intriguing.’
While Jared was working in the US he got his first taste of commercial craft distilling, helping a start-up develop a classic gin in the late 1990s.
Sam and Fairfax saw how the craft mindset emerging in the US could resonate with spirit consumers in the UK, and they agreed that London should experience the craft movement in gin, too. Thus began the gin renaissance in London.
While Jared was working in the US he got his first taste of commercial craft distilling, helping a start-up develop a classic gin in the late 1990s.
Sam and Fairfax saw how the craft mindset emerging in the US could resonate with spirit consumers in the UK, and they agreed that London should experience the craft movement in gin, too. Thus began the gin renaissance in London.
THE PIONEERING SPIRIT
When Sam and Fairfax set out to start Sipsmith in 2006, they faced a rather unexpected obstacle. A British law still in effect from 1825 made it illegal to operate a still under 400 gallons (1,800 litres), and their shiny new still was only 300 litres.
This didn’t comply with their vision for Sipsmith – a vision of ‘gin made the way it used to be, the way it should be,’ of smithery and genuinely small, characterful batches.
So Sam and Fairfax set out to change the law. After two years of lobbying and talking to the right people in the right places, they were finally granted their distilling license in 2008. Sipsmith became the first copper pot gin distillery in London for almost 200 years, sparking the gin renaissance.
This license has opened the gateway to the revival of gin, a change in history made almost 200 years ago. Bringing back small batched, hand-crafted gin, of un-comprising quality to the city where it first earnt its name.
This didn’t comply with their vision for Sipsmith – a vision of ‘gin made the way it used to be, the way it should be,’ of smithery and genuinely small, characterful batches.
So Sam and Fairfax set out to change the law. After two years of lobbying and talking to the right people in the right places, they were finally granted their distilling license in 2008. Sipsmith became the first copper pot gin distillery in London for almost 200 years, sparking the gin renaissance.
This license has opened the gateway to the revival of gin, a change in history made almost 200 years ago. Bringing back small batched, hand-crafted gin, of un-comprising quality to the city where it first earnt its name.
THE GINSMITHS
Inspired by Fairfax’s father, a silver smith, the smithery that goes into creating his silver and our gin is very much the same: it is a labour of love, passion and skill.
Our distillers are our Ginsmiths – and Jared Brown our Master Smith. We have seven distillers in total, working with three stills. Using simple, great ingredients and a process that relies on great taste, they craft the premium gin that ignited the gin renaissance. It is the gin we call Sipsmith.
Our distillers are our Ginsmiths – and Jared Brown our Master Smith. We have seven distillers in total, working with three stills. Using simple, great ingredients and a process that relies on great taste, they craft the premium gin that ignited the gin renaissance. It is the gin we call Sipsmith.
THE SIPPING SOCIETY
As our distillers channel their enthusiasm through experimenting with ingredients, they take the smithery of the gin craft to new levels. They balance flavours with a seasonal theme, all based on our classic London dry gin recipe, producing new and exciting creations.
The flavour creations are stored in glass balloons, neatly arranged in rows on The Wall of Dreams. This wall is a testament to elevating the smithery and experimentation in the gin craft that is central to Sipsmith.
In 2015, it was decided that these creations couldn’t be kept from the world, and thus the Sipping Society was born. Members receive our distillers’ most incredible gin-ovations throughout the year, crafted on our smallest still, Cygnet.
The flavour creations are stored in glass balloons, neatly arranged in rows on The Wall of Dreams. This wall is a testament to elevating the smithery and experimentation in the gin craft that is central to Sipsmith.
In 2015, it was decided that these creations couldn’t be kept from the world, and thus the Sipping Society was born. Members receive our distillers’ most incredible gin-ovations throughout the year, crafted on our smallest still, Cygnet.
THE STRONG SENTIMENT
‘Cygnus Inter Anates’ – a swan amongst ducks. The sentiment that lies at the core of Sipsmith. Surrealistic and confident, the Swan has remained the main equity of the Sipsmith brand, expressed in various ways:
The Swan Still
The surrealist illustration of the Swan Still is prominently featured on the bronze label, creating a sense of craft and intrigue.
The Swan Crest
The Crest combines the Swan Still illustration with our core sentiment, ‘Cygnus Inter Anates.’ It is also used as the logo for the Sipping Society.
Mr. Swan
The ad character, Mr. Swan, lends suaveness, sophistication, and relatability, bringing the Swan to life through elegance and dry wit.
People
SAM, FAIRFAX & JARED
TWO CHILDHOOD FRIENDS
SAM GALSWORTHY & FAIRFAX HALL
Sam Galsworthy, Co-founder (left)
Sam is a visionary pioneer with an insatiable fascination with the world of food and drink, and a background in brewing. After starting his career working for Fullers in the US – visiting distilleries and micro-breweries across America and South America – Sam was ready to put his experience and knowledge to use. With a vision to create handcrafted authentic London dry gin, Sam joined forces with his childhood friend and fellow drinks industry expert Fairfax Hall, and together they set about lobbying the government to change the laws on gin distilling, allowing them to set up the first copper pot distillery in London for over 200 years.
Fairfax Hall, Co-founder (right)
Fairfax is a drinks expert with over 20 years’ global experience, and an eye for smithery. Having worked as a Strategy Manager for Diageo, Fairfax decided to leave his role in 2009 to go into business with Sam, setting up Sipsmith and following his passion for gin. They had a clear mission: to create a truly uncompromising, classic, hand-crafted London dry gin, made in small batches in London, the birthplace of gin. With his father’s career as a silversmith instilling in him a passion for handcrafted quality products, Fairfax knew this would be core to their gin business and enlisted the services of drinks historian and Master Distiller Jared Brown to create the iconic Sipsmith London Dry Gin.
THE MASTER DISTILLER
JARED BROWN
Jared Brown, Co-founder & Master Distiller
Sipsmith Master Distiller Jared Brown is a pioneer, innovator and well-respected influencer in the global drinks industry. Obsessed with mixology and spirits from a young age Jared made his first spirits at age ten.
With a background in hospitality, Jared began crafting and consulting on spirits, working on tasting panels for big name brands, advising them on the taste, texture and finish or their spirits.
In 2009 Jared joined forces with Sam and Fairfax to create the award-winning formula for Sipsmith’s original London Dry Gin, and he has since gone on to innovate delicious, much loved flavours in the traditional copper stills in the brand’s distillery.
With his wife Anistatia Miller, Jared has written more than 30 books including the world’s best-selling book on the king of cocktails, Shaken Not Stirred: A Celebration of the Martini®️. Named winners in the Legend category of the 2016 Imbibe Personality of the Year Award Jared & Anistatia are both listed among Drink’s Business’s Bar World 100 for 2020 for driving innovation and education in the global drinks industry.
Jared lives in the Cotswolds where he maintains a 1200+ volume collection of books on drink plus a research garden of drink and cocktail botanicals, and regularly hosts masterclasses for consumers and industry professionals around the world.
With a background in hospitality, Jared began crafting and consulting on spirits, working on tasting panels for big name brands, advising them on the taste, texture and finish or their spirits.
In 2009 Jared joined forces with Sam and Fairfax to create the award-winning formula for Sipsmith’s original London Dry Gin, and he has since gone on to innovate delicious, much loved flavours in the traditional copper stills in the brand’s distillery.
With his wife Anistatia Miller, Jared has written more than 30 books including the world’s best-selling book on the king of cocktails, Shaken Not Stirred: A Celebration of the Martini®️. Named winners in the Legend category of the 2016 Imbibe Personality of the Year Award Jared & Anistatia are both listed among Drink’s Business’s Bar World 100 for 2020 for driving innovation and education in the global drinks industry.
Jared lives in the Cotswolds where he maintains a 1200+ volume collection of books on drink plus a research garden of drink and cocktail botanicals, and regularly hosts masterclasses for consumers and industry professionals around the world.
Place
WEST LONDON
THE BIRTHPLACE OF GIN, WEST LONDON
27 NASMYTH STREET
The first distillery was a small workshop in Hammersmith, West London, located on Nasmyth Street. Not only was it the perfect space to start crafting small batch gin, but the place itself was steeped in drinks history.
In the 1800s it was home to a microbrewery for a local pub. However more recently, for the 30 years prior to Sipsmith moving in, it was the studio of the world’s preeminent whiskey writer, the late Michael Jackson (not to be confused with the American musical artist).
The place had a soul. Character. And all that were welcomed into the space (The Dorchester, Dukes, etc.) felt and acknowledged it. When Michael Jackson’s widow came to visit, she noted that the pot still, Prudence, sat in the exact spot where Michael sat when he wrote his books.
The Blue Door became iconic – so much so that bartenders began referring to it. And when Sipsmith eventually grew out of the space and moved to a new location, they brought the Blue Door with them.
Pot stills in operation: Prudence (and Patience).
In the 1800s it was home to a microbrewery for a local pub. However more recently, for the 30 years prior to Sipsmith moving in, it was the studio of the world’s preeminent whiskey writer, the late Michael Jackson (not to be confused with the American musical artist).
The place had a soul. Character. And all that were welcomed into the space (The Dorchester, Dukes, etc.) felt and acknowledged it. When Michael Jackson’s widow came to visit, she noted that the pot still, Prudence, sat in the exact spot where Michael sat when he wrote his books.
The Blue Door became iconic – so much so that bartenders began referring to it. And when Sipsmith eventually grew out of the space and moved to a new location, they brought the Blue Door with them.
Pot stills in operation: Prudence (and Patience).
THE BIRTHPLACE OF GIN, WEST LONDON
83 CRANBROOK ROAD
Cranbrook Road in Chiswick is Sipsmith’s second and current home. It is leased from Fullers Brewery, where Sam worked prior to founding Sipsmith. In fact, thanks to his great and longstanding relationship with the Fullers owners (Peter Turner in particular), Sam knew the site was available, and when Sipsmith required a larger space in 2014, it seemed like the perfect next location.
The blue door from Nasmyth street was retained to make it feel a little more like home, taking a small piece of the brand history along with them.
Pot Stills in operation: Prudence, Constance and Verity (and Patience).
The blue door from Nasmyth street was retained to make it feel a little more like home, taking a small piece of the brand history along with them.
Pot Stills in operation: Prudence, Constance and Verity (and Patience).
Liquid
House Style Liquid
'MADE THE WAY IT USED TO BE,
THE WAY IT SHOULD BE.'
THE WAY IT SHOULD BE.'
The benchmark of the Classic London Dry Gin
(Inspired by 1860s London Gin Recipes)
(Inspired by 1860s London Gin Recipes)
Rooted in smithery:
Copper still small batches, one-shot method, heart cut by hand, using the signature 10 botanical recipe Resulting in a smooth and characterfully balanced London Dry Gin (‘it is definitely gin!).
Copper still small batches, one-shot method, heart cut by hand, using the signature 10 botanical recipe Resulting in a smooth and characterfully balanced London Dry Gin (‘it is definitely gin!).
Sipsmith is the benchmark of the Classic London dry gin. Inspired by recipes from gin’s golden era in the 1860s. It’s gin made the way it used to be, the way it should be.
At Sipsmith, our gin is rooted in smithery.
We distil it on copper to draw out impurities.
We cut it by hand and keep only the best quality heart cut of the run, similar to a fine single malt whisky.
We use the one shot method, and are one of the few gins in the world to do so. And we follow our signature 10 botanical recipe.
The result is a smooth and characterfully balanced London dry gin (‘it is definitely gin!’).
At Sipsmith, our gin is rooted in smithery.
We distil it on copper to draw out impurities.
We cut it by hand and keep only the best quality heart cut of the run, similar to a fine single malt whisky.
We use the one shot method, and are one of the few gins in the world to do so. And we follow our signature 10 botanical recipe.
The result is a smooth and characterfully balanced London dry gin (‘it is definitely gin!’).
THE BOTANICALS
THE POT STILLS
Prudence
The first still is named Prudence – an ironic dig at Gordon Brown and his insistence on ‘Economic Prudence’ despite going on to collapse the economy. Prudence was designed to be very versatile – to make a classic gin, but also vodka.
Patience
The second still is Patience. Though meant to be put to use after moving to Cranbrook road, Patience is still patiently waiting in storage.
Constance
Constance is the third still. Though larger than Prudence and Patience, she is still smaller than the minimum size permitted under the old law. The name is to reassure people that the quality is ‘constant’ – and that we will keep the quality even as we grow.
Verity
Once again named to speak the truth, the fourth still is called Verity – a perfect mirror image of Constance.
Future: There is a potential of 6 stills in total.
Experience
THE FIRST SIP
'IT IS DEFINITELY GIN!'
A drink experience that heroes the smooth and characterful balance of Sipsmith.
Sipsmith is anchored in the Martini
Because there is nowhere to hide. A martini reveals all of a gin’s qualities and can hide no flaws.
Trending classic drinks, with a Sipsmith twist:
Bold enough for a Gin & Tonic. Carries through in a Negroni.
Personality
Personality & Behavior
CLASSICISM WITH CHARACTER
As gin alchemists, we are:
Passionate, Spirited & Uncompromising
When we are smithing, we are:
True, Honest & Purposeful
When we are sipping, we are:
Witty, Charming & Warm
VALUES WE LIVE BY CREATING A CULTURE OF SMITHERY
No half measures
Everything we do we do to the absolute best of our ability and quality. We do the right thing always.
We are a family
We have each other’s back. We trust, respect and care for each other as individuals, wherever our journey takes us.
We are open, honest and brave
We are our full selves: authentic, real, not afraid to reveal our vulnerabilities. We say it as it is and want to hear how you see it too.
Be memorable, leave a legacy
Traditions are important to us, so is the future. We’re not afraid to challenge the status quo to make things better. We do things differently, with a touch of who we are and a surprise in the detail.
Laugh together, graft together
We take what we do seriously, but never ourselves.
There is always a way
We are passionate pioneers with an entrepreneurial spirit. We are free to explore new ideas and create work we are immensely proud of. Whatever the challenge, we will find a way to make it work.
