Edinburgh’s Secret Garden Distillery Targets Super-Premium Gin Status With Refreshed Bottle Design ‘Rooted in Nature’
(Photo: The Secret Garden Distillery)
The Secret Garden Distillery, based in Edinburgh, Scotland, has introduced a new bespoke bottle design aimed at communicating its gin’s status as a super-premium product. As a business rooted in eco-friendly practices, the refreshed vessel also aims to intertwine elements of sustainability and environmental stewardship into its brand narrative.
Isobel Armstrong, a co-owner of Secret Garden Distillery, emphasized the significance of the new bottle in the distillery’s growth strategy.
“We are committed to producing a world-class spirit that echoes the craftsmanship and dedication that goes into every step of
our process but we need to align consumer perception of our gin with our value perception,” Armstrong shared in a press release.“The Secret Garden Distillery has made the investment into bespoke packaging to better compete in the market and taken the opportunity to make our products even more sustainable,” she continued. “A key part of our strategy is to build on our unique identity. We have never had a problem selling our products to people – our story is unique and our liquid is really special – if I do say so myself – and our sustainable values are key for today’s consumers.”
“Our issue has been in getting people to engage with us and dedicate shelf space to products whose packaging does not effectively communicate our values. I always use an analogy to describe why this transition is so key to our growth strategy: once people are through the door it’s nearly always a yes, however, getting them to the door is the hard part. This new bottle is giving our house the face lift it needs to encourage the gin consumer to want to come in and have a chat with us.”
“Our redesigned bottle not only embodies our brand story but also represents our core values of sustainability and environmental stewardship. We are so proud of it.”
Secret Garden Distillery handcrafts its gin using many of the botanicals grown on its seven-acre garden at the base of the Pentland Hills near Edinburgh. According to the press release, visitors to the garden get to experience the journey of the gin from “seed to sip,” witnessing the growth of the botanicals, smelling their aromas in the drying room, observing the stills and tasting the final product.
The company is led by a mother-daughter partnership, Isobel and Imogen Armstrong, who conceived the idea for a sustainable Scottish spirit producer during lockdown. In 2022, the duo seized the opportunity to purchase the Secret Garden, where Isobel serves as the Commercial Director and Imogen as the Operations Director. Along with their dedicated team of 16, they handle every aspect of production, from harvesting and growing botanicals to distillation and bottling.
Starting April 15, The Secret Garden Distillery’s new bottle design will officially be available for sale.
Collaboratively designed by Jenkins-studio.com and Isobel, the bespoke bottle is “truly rooted in nature.” Its detailed embossing resembles a moon gate, inviting exploration, while distinct bottles for each gin variant in the distillery’s range spotlight botanical artwork representing key ingredients. Inspired by a gardener’s traditional dibber, the iconic wooden cork adds a unique touch. Symbolic elements like the bee and robin additionally emphasize the garden’s importance in sustaining ecosystems.
“We think the new bottle is truly an object of beauty,” said David Jenkins, the designer, per the press release. “The magical quality of the Secret Garden gins is now matched by their bottle.”
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