6 O'Clock Gin, a premium brand in the gin market, has made a name for itself by blending tradition, craftsmanship, and modernity. The brand is produced by Bramley & Gage, a family-run business based in Bristol, UK, which has been making fruit liqueurs since 1988. Launched in 2010, 6 O’Clock Gin is named after the family’s custom of enjoying a G&T at 6 pm, encapsulating their dedication to quality and enjoyment. Over the past decade, the brand has evolved to become a celebrated name in the craft gin movement, appealing to a diverse range of consumers who seek high-quality spirits with a distinctive, smooth flavor.

This case study explores how 6 O'Clock Gin has succeeded in a competitive industry through its commitment to quality, innovation, and sustainability.

Product Range

6 O'Clock Gin offers a wide array of products, appealing to both traditionalists and more experimental consumers. Their flagship product is the 6 O'Clock London Dry Gin, known for its clean, smooth profile, which blends botanicals such as juniper, coriander, angelica, orris root, and elderflower, with an emphasis on precise, balanced flavors. This gin stands out for its clarity and refined taste, making it a favorite for classic gin and tonic pairings.

The brand has expanded to offer other variations, including Brunel edition, Damson Gin & Sloe Gin

Craftsmanship and Distillation Process

One of the key differentiators for 6 O'Clock Gin is its meticulous approach to production. The brand uses a traditional copper pot still, named Kathleen, which ensures that the gin is made in small batches with precision. Copper stills are favored by premium gin makers because the metal helps remove sulfur compounds during distillation, resulting in a purer spirit.

The distillation process involves carefully selecting and blending botanicals. 6 O'Clock Gin is known for its balanced recipe, where no single botanical dominates, making it versatile for cocktails yet smooth enough to be enjoyed neat or over ice. This dedication to consistency and quality control has earned 6 O’Clock Gin numerous awards, including accolades from the International Wine & Spirit Competition (IWSC).

Sustainability Initiatives

In recent years, 6 O'Clock Gin has made sustainability a priority, responding to the increasing concerns of consumers in the spirits industry. The brand has adopted several eco-friendly practices, starting with the sustainable sourcing of botanicals. They are committed to reducing their carbon footprint during production, ensuring that their gin is made with minimal environmental impact.

Their packaging also reflects this commitment. The iconic blue glass bottles are fully recyclable, and to further reduce waste, the brand promotes bottle reuse by offering refill pouches. In addition, 6 O'Clock Gin strives to use local ingredients whenever possible, supporting the local economy and cutting down on the environmental costs of long-distance transportation.

These sustainability efforts resonate with environmentally conscious consumers and position the brand within the broader movement towards sustainability in the premium spirits industry.

Refill Pouches

6 O'Clock Gin offers refill pouches as part of their sustainability initiative, providing an environmentally friendly alternative to purchasing new glass bottles. These pouches are designed to reduce waste by encouraging customers to reuse their existing bottles, which helps cut down on the production and disposal of glass.

Each refill pouch contains the same amount of gin as a standard 70cl bottle, so customers receive the same quantity of product without needing to buy a new bottle. The pouches are lightweight and convenient, making them easier to store and transport compared to traditional glass bottles.

The refill pouches are specifically made to refill the brand’s signature blue bottles, allowing customers to retain the original aesthetic while reducing single-use packaging. This initiative reflects 6 O'Clock Gin’s commitment to sustainability, giving consumers a way to enjoy the premium gin they love while minimizing their environmental impact.

The company has calculated that by using pouches, CO2 emissions are reduced by 94.4%, as production of pouches weighing only 30g produces 46g of CO2, versus 812g for a glass bottle weighing 650g. After use, the pouches can be returned to the distillery by Royal Mail free post service, which is then sent onto TerraCycle to be recycled. Alternatively, consumers can send directly to TerraCycle, or deposited at designated TerraCycle recycle points in the UK Customers.