Legal drinking age “Harry Potter” fans rejoice: actor Emma Watson’s Renais Gin is now available in the U.S.
Launched in the U.K. in May 2023, sibling founders Alex and Emma Watson announced late last year a five-year strategic distribution partnership with Republic National Distributing Company (RNDC), with the rollout now starting in California with plans to expand to other states in the next year.
The brand’s entry point in California is aimed at aligning the wine-inspired gin with the state’s wine heritage, as well as the founders’ own; their father, winemaker Chris Watson, oversaw the family’s vineyards in Chablis, France. Renais is built on that lineage, with the liquid distilled from some of the family’s own winery surplus produce among other upcycled French wine pressed grapes.
“French winemaking is core to how we approached Renais Gin, and California wine enthusiasts and vendors like Hi-Time Wine Cellars, where we’ll be stocked, appreciate the craftsmanship, terroir, and innovation of Renais Gin,” said Alex Watson.
In the U.K., the brand has sold 10,000 bottles and launched at over 100 retailers and bars, while making its way into Italian, German, and Australian markets. Within the business, the co-founders have taken on different roles: Alex Watson is no stranger to the hospitality and beverage industry, after working three years for Diageo’s Reserve portfolio. His sister Emma has also contributed on the creative side, directing and styling an extended campaign video to celebrate Renais’ U.S. release.
Gin hit its peak in the U.K. a couple of years ago, with analysts recommending that founders head for new markets and find whitespace in flavor innovations. Watson describes the UK gin market as more traditional, made up of established heritage brands and sophisticated fans of the spirit. But in the U.S. “we’re at a pivotal moment where the category is getting its turn to experience premiumization,” he said.
Major spirits companies including William Grant, Brown-Forman, and Gallo have recently made investments in global high-end gin, which is expected to push innovation trends forward. Renais is also touting popular sustainability attributes: a solar-powered distillery and a bottle is housed in 100% mycelium-based compostable packaging made by the Magical Mushroom Company.
Growth at the top-end of many spirits categories – namely tequila, vodka and cognac – has slowed over the last year, but gin’s premiumization run seems to have a longer life: ultra ($35+) was the only segment to experience sales growth (+15.2%) in the last 52 weeks ending June 15 in off-premise outlets, according to NIQ.
Renais plans to enter on-premise first via popular cocktails, while pushing direct-to-consumer sales of the $65 bottle across 40 states. Gin is relevant in the U.S. due to its versatility, Watson argues, but “there’s more room for innovation and education” he said.
Putting Renais in the hands of bartenders to get creative is priority, building on the Martini as the brand’s hero serve, with the wine and grape character of the spirit driving out the need for vermouth. In the U.K. and internationally, that’s translated to customers drinking the spirit solo on the rocks or neat. A neat pour might be a stretch for U.S. drinkers, so Watson also plans to lean on a gin and soda.