The Pursuit of Excellence, Distilled
An artisan can achieve greatness by working within prescribed boundaries. A visionary knows how to create something new by deliberately going outside those boundaries. But sometimes the best, most groundbreaking work comes from those who, by luck or design, don't even see the boundaries to begin with—which is as good of a place as any to begin the story of Cygnet Gin.
Juniper is, of course, at the heart of Cygnet's recipe of 22 botanicals. But it can be argued that its signature ingredient, the one which makes Cygnet stand apart from all other gins, is Manuka honey. Native to New Zealand, it's produced by bees, which forage in the Manuka bushes that grow wild in the Kiwi countryside. Its complexity of flavors and aromas is unique. And it's such an unusual ingredient to use in a gin that even the distiller had his doubts about how it would turn out. But it is the honey that contributes to the silky, smooth finish central to Cygnet's character.
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A Unique Challenge Results in a Unique Gin
Why would someone who had never made gin before make such an unproven ingredient the focal point of Cygnet? And the use of Manuka honey wasn't an angle to sell gin, nor was the goal to create an award-winning gin—although, as we'll see, that's what it has become, repeatedly. Rather, Cygnet was created to solve a problem specific to one of its founders, renowned classical vocalist Katherine Jenkins. And she was able to translate the instincts, vision, and creativity used in her career to make Cygnet both groundbreaking and delicious.
The problem that needed solving? "As a lifelong gin enthusiast," she says, "I faced a challenge: finding a spirit that wouldn't compromise my voice. During my training I discovered that I'd have to abstain from G&Ts in the run up to performances, as the harsh finish of most spirits and mixers irritated my vocal cords. This frustration stayed with me as I traveled the world, but it also inspired me to create something better—something that met the high standards my body demands."
Jenkins used Manuka honey for years for its throat-soothing properties, calling it her "own secret ingredient.'" Chamomile flower, which Jenkins had also used to rest her vocal chords after performances, was also included in the botanical mix as well.
A Skeptical Distiller, Converted
To realize her vision and turn the idea for Cygnet into an actual gin, Jenkins and her creative partner and husband, Andrew Levitas, used the historic Copperworks Distillery, in partnership with Penderyn Distillery. It sits in the Swansea area of Jenkins' native Wales, just six miles from where she grew up. It produces whisky—the first such distillery to open in Wales in more than a century—as well as other spirits, including gin. Cygnet 22 and its sibling, Cygnet Welsh Dry Gin, are pot distilled at Copperworks using the vapor infusion method, which is ideal for getting the most out of delicate floral botanicals like lemon balm and rose petal, and producing a light, aromatic gin.
Sixth-generation distiller Chris Sadler had never used honey in his botanical repertoire, and balked when Jenkins suggested using it. He told her he didn't expect it to work, but she used the instincts that had served her as a singer, and, as it turned out, they served her equally well in gin-making.
The result surprised and convinced Sadler. Jenkins notes that "the honey's sweetness is removed, but its inclusion in the distillation creates a silky-smooth finish that lingers." A gin created by a woman who had never made a gin, which was designed to appeal to a market segment of one—Katherine Jenkins herself—is now acclaimed by industry veterans and competitions judges worldwide, earning gold medals at some of the world's most prestigious spirits competitions, including the World Gin Awards, the International Wine & Spirits Competition, and the San Francisco World Spirits Competition.
Sustainability Is an Indelible Part of the Cygnet Story
Levitas is Cygnet's unofficial creative director. He has been involved with Cygnet since its genesis—he and Jenkins set out to create the brand together—and he's able to translate his background as an acclaimed filmmaker and visual artist to the brand's aesthetic. His influence and involvement are felt in the photography, the visual identity, the storytelling, and other ways the brand presents itself.
As much thought has gone into the packaging as the gin. Sustainability is of paramount importance to Jenkins and Levitas—they chose the Copperworks distillery in part because of its emphasis on environmental responsibility—and Jenkins designed the bottle herself, with an equal focus on a striking visual appearance and a low carbon footprint. Collaborating with award-winning designer Eric Villency, Jenkins and Levitas came up with a stunning teardrop-shaped bottle that resembles a fine crystal decanter but weighs 50 percent less than the average spirits bottle, thus reducing its carbon footprint. They also designed the labels to be removable, thus encouraging reuse of the bottle as a vase or carafe once the gin is gone. It's a classic meeting of form and function.
Together, Jenkins and Levitas make sure that everything about Cygnet is a reflection of Jenkins' artistry and life journey, including the name itself. A cygnet is a baby swan, representing her home of Swansea. The "22" in the name doesn't just refer to the number of botanicals in the gin, but to 2022, the year Cygnet was created—as well as Jenkins' age when she was offered the biggest recording deal in classical music history.
Cygnet a gin informed by the history of its founders, taking their artistic talents and utilizing them in the art of distillation. But as much as Cygnet 22 is representation of one woman, it's a gin that appeals to anyone who loves fine spirits and beautiful design. The personal becomes the universal. Whether enjoyed neat, over ice, lengthened with premium tonic, or served in the elegant simplicity of a Martini, Cygnet is crafted to elevate every gin-drinking occasion.
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