#United States #Las Vegas #Black-Owned Spirits #The Old G #London Dry Gin

The Old G: A Triumph in the Spirits Industry

In an impressive turn of events for the spirits industry, The Old G, a premium London Dry gin, has been awarded Best Gin in Show at the 2025 Las Vegas Global Spirit Awards. This remarkable feat is not just a win for the brand but a significant milestone for black and minority-owned businesses within the alcohol sector. Scoring a remarkable 98 points, The Old G caught the attention of major publications like Forbes, which recognized it as one of the highest-rated spirits worldwide.

Founder Peter Ibrahim, a veteran in the spirits industry, stated, "This isn't hype. This is what happens when craft, cultural credibility, and commercial focus come together." He emphasized that The Old G is distinct from the typical offerings in the market, attributing its quality to superior ingredients and unique craftsmanship.

Demographics and Representation in the Industry

Despite comprising nearly 12% of alcohol sales in the U.S., spending an estimated $3 billion annually on spirits, black Americans see their influence reflected in less than 2% of industry executives. The small pool of black-owned spirits brands—about 175 nationwide—makes the recognition of The Old G even more meaningful. It signifies a broader breakthrough in an industry typically characterized by a lack of diversity and representation.

Craft Meets Culture

The Old G is setting a new standard in how premium spirits are integrated into cultural narratives. Distilled nine times with organic botanicals, it boasts a silky-smooth, full-bodied flavor that’s distinguished by its lack of sugar, carbs, and artificial flavors or colors. Designed for versatility, it caters to various drinking styles—be it neat, on the rocks, or with a mixer—blurring the lines traditionally drawn between gin and drinks like cognac or whiskey.

Origins of The Old G

Founded by Ibrahim and artist Hebru Brantley, The Old G not only delivers high-quality gin but does so with a rich story. Brantley expressed the desire to create a drink that pays homage to the cultural storytellers of their communities, referencing the project as an opportunity for legacy and representation in premium spirits culture.

"We built The Old G to honor the OGs—the storytellers and culture-bearers who shaped us," he remarked, emphasizing the connection between the product and community roots.

Introducing the Pocket Old G

In a move to reach a broader audience, The Old G is launching a 200ml Pocket Old G, a portable version that emphasizes modern design and versatility. This new format is designed for lifestyle consumption while maintaining the brand's premium quality. Ibrahim noted, "We don’t look like traditional spirits or gin people—and that’s exactly the point."

Market Impact and Sales Success

Since its launch in 2024, The Old G has achieved remarkable sales success, moving over 2,000 cases—a benchmark reached by fewer than 7% of new spirits brands, especially those belonging to minority entrepreneurs. As the holiday season approaches, the brand is ramping up efforts to expand distribution and engage in community-driven initiatives across various major cities.

Conclusion

The Old G is not merely a beverage; it represents a deep cultural narrative, a commitment to quality, and a push against the industry’s status quo. Guided by its founders' vision and their dedication to upholding a necessary legacy, The Old G stands as a testament to what can be achieved through passion and authenticity in the spirits world. For more information, visit The Old G's website.