August 07, 2024

12: Christian Krogstad, Founder of Aviation Gin and Westward Whiskey, Designs Spirits That Stand the Test of Time

59 minutes

Brewer-turned-distiller Christian Krogstad launched House Spirits in the mid-‘00s with a focus on artisanal gin, but he had no idea the botanical spirit they pursued with passion would become one of the larger celebrity-owned-and-endorsed spirits in this recent wave of high-profile acquisitions.

Tinkering with two partners—one a prominent bartender, the other a fellow distiller—their goal was to create a pre-Prohibition-style gin perfect for classic cocktails. But no recipes existed for those earlier gins, so he set about reverse-engineering one from a recipe perspective. The result is now a modern classic and a favorite of bartenders everywhere—but in this episode, Krogstad takes us back to the roots of the creation process, tracks the Aviation’s evolution to the present day.

In this episode, Krogstad and host Mollly Troupe discuss:

building independent brands rather than a branded house, to address how many drinkers seek categories rather than brands

designing gin to work in a classic cocktail context and appeal to bartenders, with no historical recipes to reference

building botanical blends for nuance and character rather than intensity

finding a signature ingredient that brings the botanical blend together

articulating the power of flavor memories

changes in gin flavor after bottling

go-to-market strategy for a new gin brand, and the 2012 relaunch that changed its trajectory

creating bartender-friendly packaging

selling the Aviation Gin brand to Ryan Reynolds and an investment group

distilling aquavit, the caraway or dill-seed spirit

And more.

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