Hernö takes swipe at pink gin craze and starts charity push

Swedish gin brand Hernö has launched a new gin and opened an online shop to raise money for trade charity Hospitality Action.

Its new clear gin in a pink bottle has been produced as a protest against the high number of flavoured and pink gin launches over recent months and to throw the focus back on junpier as the spirit’s core taste contributor.

Hernö Pink Bottle Gin is being listed by Selfridges with a 50cl bottle costing £39.99.

Founder Jon Hillgren says the pink gin craze is watering down gin’s heritage and the craft behind it.    

“I put a lot of importance into the fantastic history and tradition of gin,” he says, “juniper predominant, no gimmicks.

“With that said, I don't mind creative and new products in the sector. Today we see many products that are riding on the increased interest in just gin.

“However, I am concerned that gin as a product and concept is being watered down. More and more gin is emerging that tastes anything but like juniper.

“That is why I believe that there needs to be greater compliance with the EU's definition of what may be called just gin.

“This latest tongue-in-cheek protest launch is our call out to people not to destroy gin's heritage and history.

“It is a pink bottle of gin; the liquid is obviously transparent. It offers fruity and floral notes that so many are asking for but most importantly, it packs a juniper punch thanks to the extra amount of juniper used.” 

Hernö and its UK distribnutor Love Drinks have teamed up to launch the online shop for the producer’s gins, with £1 from every bottle sold going to Hospitality Action’s fund to help members of the industry impacted by the Covid-19 outbreak.

Hillgren said: “The UK bar scene was where, as a youngster, I found my passion in life, gin, not to mention many lifelong friends.  

“The UK’s hospitality sector is incredibly special and that is down to the amazing people working in it.  

“Now is the time for all of us to get together and think of them so we’re delighted to launch this initiative.”