Altitude Gin unveils brand refresh to capture ‘spirit of the mountains’


Altitude Gin is delighted to announce the launch of new packaging and repositioning of its Chamonix-born brand, to encourage broader appeal and to capture the experiences and sensations you only find in the mountains.

Established in 2017, Altitude Alpine Dry Gin is the launch product from CHX Distillers, containing a unique combination of botanicals found in the foothills of the Alps, which has gone on to win multiple international taste awards, including Gold at the San Francisco Spirits Competition earlier this year. With the new brand refresh, a new variation, Altitude Alpine Strawberry Pink Gin will launch in time for Christmas!

As “ginaissance” takes over the world, the team have hired brand agency Future Kings to prepare for global appeal, dialling up Altitude’s French roots across its packaging and website: a sleek new logo, new slogan ‘esprit des montagnes’, recognisable Chamonix graphics and the use of a stunning visual of Mont-Blanc by prized local mountain photographer Mario Colonel, to seamlessly tile around each bottle. The packaging aims for consumers to feel more connected and is evocative of Altitude’s passion for the mountains.

Co-founder, Tim Welch commented: “The new brand positioning aims to feel more inclusive – so wherever you are in the world, Altitude Gin shares the spirit of the mountains”. The team also help protect the Alps from the ongoing threat of climate-change, through its long-standing partnership with Chamonix-based research centre, CREA Mont-Blanc.

Co-founder Kirstine Newton continued, “We showcase ‘esprit des montagnes’ through our key communication pillars, ‘aventure, amitié et liberté’. Our gin is an adventure in itself, crafted to connect people to the mountains, to each other and to enjoy the incredible sensations that the mountains bring!” 

Altitude Gin has recently secured funding for its next stage of development, which will include opening a distillery in Chamonix during the 2022 ski season, to supply the growing French and European market and accelerating global expansion of the business.

Visit Altitude Gin's website to explore the brand, and shop.

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