Totally Stockholm 1
PIONEERS THE GIN Driven by passion, Jon Hillgren’
s Hernö Gin from Härnösand in the north of Sweden has climbed so high that it’s now one of the world’s most garlanded gin brands. The few remaining pockets of the world he hasn’t yet conquered are now on the agenda, with a new base including a cocktail bar and tasting room to be located in Stockholm. Words: Peter Steen-Christensen Like Mel Gibson’s William Wallace in Braveheart, who declared, in glorious warpaint, that ”they may take our lives, but they will never take our freedom”, Jon Hillgren initiated the Swedish gin revolution. Just as Wallace’s Scottish rebelled against the English forces, the small-scale gin distillers hit back against the dominance of the industry giants. The originally small-batch production in Dala, outside of Härnösand has made its way, laden with awards and acclaim, to a position at the very top of the premium gin pile. Now, after wrapping up a new financing, the company is ready for further expansion, into whatever corners of the world they haven’t reached already. And while the headquarters will remain in their original safe and secure rural surroundings, outside of Härnösand, this new expansion will have its 14 base in Stockholm, complete with a new tasting room and cocktail bar. Founder Jon Hillgren, with the help of designer and brand strategist Andreas Ohlsjö clued us in on what’s in store for both themselves and, perhaps more importantly, thirsty Stockholmers. Jon, you were first. What are your thoughts about this veritable revolution we have seen in the popularity of gin, and the mushrooming number of new gin brands? And where does this go from here? Jon: If we look at Sweden, which is our largest market, I think it’s great that more players are trying to follow the dream and begin creating gin. Together, we widen the range of the industry, and accommodate the growing demand for premium gin from Sweden, and the interest in gin in general. I think the trend will continue globally. In Sweden, I think that we will follow the developments in early industry movers like the UK, Denmark and Australia, where the gin boom still characterises the evolution of the market. And internationally we see a trend, for a couple of years now, of smaller gin distilleries being bought by larger names. Hernö Gin has gone from a small-scale artisanal production, via awards and a global recognition, to now getting new financing as a means for further expansion. The launch in Stockholm, with the new tasting room and cocktail bar, aims to attract visitors from all over the world. Tell me a bit about how this business decision came to be.