SEVENTY ONE Unveils EAU DE MINUIT, Its First New Expression Since 2021

At a time when the global spirits industry faces slowing growth and increasingly selective consumer spending, SEVENTY ONE is pursuing a different path. The British prestige spirits house, founded by Mert Alas and Tasso Ferreira, is challenging the conventions of gin through an uncompromising pursuit of taste, craftsmanship and cultural relevance — translating a distinctive creative vision into international commercial momentum.

The house now unveils EAU DE MINUIT, its first new expression since launch. Developed over five years, Eau de Minuit reflects the house's ambition to push the boundaries of gin, bringing unprecedented depth, texture and complexity to a category long defined by simplicity.

WHAT IF MIDNIGHT HAD A TASTE?

For Mert Alas, Founder and Creative Director of SEVENTY ONE, midnight has always represented a moment of transformation. Beauty becomes more striking, creativity more fearless and the familiar takes on an entirely different character. That fascination became the starting point for Eau de Minuit: an obsession with translating the intensity, mystery and richness of midnight into taste.

"For as long as I can remember, I have been fascinated by the night," says Alas. "Not because of its darkness, but because of what it changes. Everything feels richer. More intense. More ecstatic."

A DECADE OF EXPLORATION. FIVE YEARS OF DEVOTION.

For a decade, SEVENTY ONE has explored the relationship between botanicals, wood and time, assembling one of the world's largest libraries of gin resting in oak casks.

Created by Alas alongside Master Distiller Steve Wilson, Eau de Minuit brings together three distinctive woods — Pyrenean Black Oak, Vosges French Oak and American Oak — each selected for its contribution to structure, refinement and roundness. During maturation, the casks are carefully turned to intensify the exchange between spirit and wood, developing greater depth, colour and texture without compromising the botanical identity of SEVENTY ONE. The result is an intense amber gin of remarkable complexity. Notes of dark fruit, leather and tobacco evolve into hazelnut, cacao and toasted oak, with a velvet texture and exceptionally long finish.

"I wasn't interested in creating something simply because it was new," says Alas. "I wanted to discover whether one moment could transform the spirit without changing its soul."

CHALLENGING CONVENTIONS & CREATING DESIRE.

In a spirits industry where established categories are increasingly challenged to sustain growth, SEVENTY ONE is demonstrating the commercial potential of doing things differently. Rather than following traditional gin positioning, the house has built its identity around exceptional craftsmanship, the cultural language of fashion and art, and a highly selective approach to distribution.

Since its introduction in 2021, SEVENTY ONE continues to consolidate its position in the world's most prestigious markets, spanning 45 cities worldwide within approximately 500 ultra-luxury hospitality destinations, including properties of Aman, Four Seasons, Mandarin Oriental and Rosewood. The United States has emerged as a particularly important growth market, alongside continued expansion across Europe, the Middle East and international travel retail.

For SEVENTY ONE, growth is not simply a question of distribution. It is the consequence of creating a product and a universe that consumers actively desire.

"In an industry where growth is becoming increasingly difficult, we believe the greatest opportunity lies in challenging conventions rather than following them," says Tasso Ferreira, General Manager & Co-Founder.

"SEVENTY ONE was created with the conviction that gin could occupy a very different place in the world of prestige spirits. By pushing the boundaries of taste, craftsmanship and cultural relevance, we are looking to create a new desire for the category. Our international development shows that when you challenge expectations, you can create both consumer demand and meaningful commercial growth."

With Eau de Minuit, SEVENTY ONE takes that ambition further, demonstrating how innovation can extend beyond a new product to reshape the perception, experience and desirability of an entire spirits category.

OBSESSION, PRECISION, DEVOTION TO TASTE.

Handcrafted in Great Britain, Eau de Minuit's first release comprises 3,000 bottles worldwide.

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SEVENTY ONE EAU DE MINUIT 40% ABV | 700ml UK RRP £228 | US MSRP $275

Retail partner Collezione NYC and SEVENTYONEGIN.COM