New premium gin brand Indian Sun has been launched to “remind people how good gin can be”, and has pledged to donate half of its profits to international wildlife charity the Born Free Foundation.
With an rsp of £29.95 for 70ml, the spirit is flavoured by blend of juniper, coriander, fresh citrus zests, crushed almonds and proprietary herbs distilled in 200-litre swan-neck copper pots. It was created with the help of artisan distiller John Walters.
Indian Sun’s founder, Matt Hepplewhite, is currently looking to launch Indian Sun into retailers, and hopes to make the brand the “biggest gin in the world” so that he can “give more money to Born Free than it knows what to do with”. He is a long-time supporter of the organisation’s work - in particular its campaign to establish Europe’s first elephant sanctuary.
“The way we treat elephants is deplorable: from killing them for their tusks, to chaining them up in captivity, to forcing them to perform stunts in circuses,” he said. “When future generations look back at the way we treated them, they’ll be ashamed of us.”
Helen Usher, senior marketing executive for Born Free, added: “We are extremely excited and grateful to be chosen as the sole beneficiary of Indian Sun. We have every confidence this gin will be a huge success. Every sale will make a huge difference to our work to protect and conserve elephants and other species worldwide.”