Hebru Brantley, the acclaimed contemporary artist known for his vibrant, thought-provoking works, has ventured into the world of spirits by creating The Old G Gin.
The Old G Gin is more than just a premium spirit; it’s a tribute to the cultural icons, mentors, and community pillars who have shaped Brantley’s journey.
By translating his artistic sensibilities into the world of spirits, Brantley invites people to experience art in a tangible, shareable form, bringing his creative vision to life in a fresh way.
What inspired you to create your own gin, especially given your background in art?
Creating my gin was inspired by my desire to tell stories and connect with people in a new way. As an artist, my work has always revolved around creating experiences through paintings, installations, or characters.
With The Old G, I wanted to blend artistry with a tangible product that people could enjoy together. It’s about making flavor an experience and sharing it in a cultural context.
Gin felt like the perfect medium because of its versatility. It’s a spirit with depth, yet it can be bold and unique—just like the people and stories I celebrate.
The Old G is a tribute to the “OGs” in our communities—those mentors and cultural pillars who shape us. Gin also offers the creative freedom to experiment with botanicals and create something truly unique.
The Old G is crafted to stand out, offering a personal connection that goes beyond the drink itself.
How does your background as a contemporary artist influence the creation and branding of The Old G?
My background in contemporary art deeply shaped our branding and design. As an artist, I focus on storytelling and the cultural significance of objects, and I wanted to bring these elements into the gin.
Every detail, from the bottle design to the overall branding, reflects precision and intention. The bottle itself was designed to be both striking and elegant, symbolizing the depth and quality of the gin.
The visual elements, like the matte black color and the silhouette, are meant to honor the OGs in our communities. Just like my art, The Old G blends tradition with modernity, offering something accessible yet elevated.
Can you describe your partnership with industry veteran Peter Ibrahim and how your roles as co-founders enhance The Old G?
My partnership with Peter has been crucial in shaping the brand. His extensive experience in the spirits industry, especially with gin, ensured the quality and craftsmanship of the product.
He brings deep expertise in marketing, sales, and brand-building, managing global brands across all spirits categories.
While Peter handles the technical aspects, I focus on the creative side—visual storytelling and branding. My background as an artist and filmmaker allows me to shape the brand’s identity and cultural message.
Together, we balance craftsmanship and creativity, with Peter ensuring quality and me providing the cultural vision that gives The Old G its unique identity.
Can you elaborate on the sourcing of your ingredients and why you chose to prioritize organic and all-natural components?
This question is for Peter, who is the expert on gin creation. He explains:
“For The Old G, sourcing ingredients was about ensuring top-quality, authentic flavors. We wanted a gin so smooth it could be enjoyed warm, which required precision.
We chose organic and all-natural botanicals to ensure the purity and authenticity of the product. Nothing goes into this gin that we wouldn’t be proud to consume ourselves.
Using organic ingredients also aligns with our values of sustainability and transparency. The process involved more than 30 iterations to get the flavor just right.
Each botanical plays a distinct role in achieving the smoothness and unique character, which sets it apart from other gins.”
What are your future plans, including potential new products or collaborations?
Future plans include launching products that address real market needs, with each new release carefully designed to fulfill a meaningful purpose.
Maintaining cultural relevance and authenticity will be key, to ensuring the products resonate with the communities they represent.
Collaborations with artists and cultural icons will be explored, resulting in limited-edition releases that reflect the values and stories celebrated. Initiatives like the “In the Cut” barber program will continue to foster community engagement.
The goal is for The Old G to evolve beyond premium gin, becoming a cultural movement that uplifts and honors the communities it represents.
As an artist and now a brand creator, how do you balance both passions?
Balancing my work as an artist with my role in creating The Old G has been a rewarding challenge. While both require dedication, they complement each other in meaningful ways.
My artistic focus on storytelling and culture directly influences the creative vision behind The Old G. In turn, the brand allows me to apply my creativity differently, creating an experience that resonates with people on a personal level.
Furthermore, working on this brand has expanded my artistic perspective. It has pushed me to think beyond traditional mediums and explore how creativity can shape an entire brand experience.
Ultimately, The Old G serves as a platform where I can blend my visual creativity with my passion for culture, providing a collaborative experience that enhances both aspects of my work.
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The post The Art of Spirit: Hebru Brantley’s The Old G Gin is a Tribute to Mentorship and Legacy appeared first on SHOPPE BLACK.