To illustrate their point, they pour me a taste of the newest edition of the very first commercial product ever to come out of Copenhagen Distillery. Finally! I think to myself and nose the liquid. I recognize it as a mead-based gin called "Copenhagen Distillery Dry Gin” that came out about 5 years ago, and it did indeed taste very different back then with a much more classic and let us say well-groomed expression now than before. I know this product very well though, as I was a part of the tasting panel giving feedback in its early beginnings together with other invited bartenders in Copenhagen, and I have followed it ever since.
“We found out through different fan pages created on Facebook that people were respectively outraged and delighted when our product evolved. I mean isn’t it wonderful that people feel that strongly about our products!?!? Our goal is to create fans not consumers, and if we in the process alienate a few, so be it.” Anders says gesturing enthusiastically while making constant references to other venerable companies that subscribe to the same ideas of costumer-loyalty. It should be obvious to everyone that Copenhagen Distillery is a design driven company. When it comes to the aesthetics and the overall experience around the product there is nothing left to chance, but it is also important to them that their products don’t seem over-conceptualized.
Looking at their products there is definitely an understated sprezzatura and a sort of “show it don’t tell it” feel to them. Fx, they don’t write “handmade” or “crafted small batch” on their bottles, which is otherwise very much the fashion these days, but instead hint at that very same sentiment by creating a stamp-like perforated edge on their label. Something you almost don’t notice, but you do.