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As the premium variety of classic Spirit gin experiences a resurgence, actress Emma Watson is launching a sustainable line in the US.
Renee, a plant-based gin brand made from upcycled grapes, is launching direct-to-consumer in 40 states this July. The spirit will first debut in select European countries in 2023. The brand was co-founded by the “Harry Potter” star and her brother Alex Watson.
According to a press release, René is “inspired by the beauty of French winemaking tradition.” The gin is produced using upcycled grapes infused with botanicals such as juniper berries, acacia honey, and angelica root.
The tradition is one the siblings know well. Their father has owned Domaine Watson, a vineyard in central France, for 30 years. Renais produces grapes from the surplus of the winery.
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Provided by Rene
The product launch comes as premium gins are on the rise in the US, led by brands such as Hendrick's and Brockmans. Premium gin grew faster than whiskey, vodka and rum in 2023, according to Nielsen data cited by The Spirits Business. According to Mordor Intelligence, the alcoholic beverage is expected to grow at a CAGR of 5.4% by 2029, reaching 1.13 billion liters per year.
Alex Watson told Food Dive in an interview that the brand will offer a type of gin that American consumers may not be familiar with, but that pairs well with a variety of cocktails they like.
“If you look at a lot of classic cocktails, from Martinis to Negronis to French 75s, most of them have gin in them,” Watson said. “Renais is probably not the London Dry that most people in the U.S. have tried. It’s a really approachable, easy-drinking gin that I think will really suit the palette here.”
Alex, 31, has worked in spirits for 10 years, including three years as a marketing manager at Guinness maker Diageo. He said one of the reasons retailers are interested in the brand is because it has a distinct origin. It stands out on the shelf.
“This is what makes Scotch whiskeys from certain islands or mezcals from certain environments particularly attractive. The storytelling element is important in all categories of psych,” Watson said.
Rene claims its operations are carbon neutral. According to the company, the bottles are made from compostable mycelium.
The brand is investing in Emma’s massive social media presence, including her 75 million Instagram followers, to get the word out about the launch. The actress directed a brand ad showcasing Domaine Watson’s winery grounds.
Other brands with famous owners and backers are hoping to get on the gin bandwagon. Holistic Spirits Company, co-owned by actor Woody Harrelson, launched in some states last fall. The company sells “superfood” gins and vodkas infused with plants and botanicals. Earlier this year, Snoop Dogg and Dr. Dre introduced gin and juice RTD cocktails based on their hit songs of the same name. In 2020, Diageo paid up to $610 million to buy Aviation Gin, owned by actor Ryan Reynolds.
