In a gin-saturated market, what makes a bottle stand out? For importers and distributors navigating the UK’s competitive spirits scene, the answer lies not just in flavour, but in story, substance, and strategy. Wabi Sabi Gin, a premium craft gin born in Japan and honed with Dutch distilling expertise, offers all three in abundance—positioning itself as the next must-stock product for both on-trade and off-trade channels.

A Gin with Soul: Crafted by Japan’s First Female Spirits Brand Owner

At the heart of Wabi Sabi Gin is a story as bold as its flavour. Created by Wakae Kihara, alongside her husband Thomas Brayman, this gin began as a passion project and evolved into a movement. Years of refinement and experimentation went into developing a gin that’s elegant, expressive, and completely unforgettable.

Their goal was simple: to craft a spirit that needed nothing more than a splash of soda to shine, while also standing tall in the hands of a mixologist. In other words: a gin that meets the needs of bartenders, retailers, and consumers alike.

Why UK Buyers Are Taking Notice

1. A Profile That Performs

Wabi Sabi Gin’s tasting profile is designed to perform across multiple settings. The bold, layered aromas and long, complex finish make it ideal for sophisticated cocktails, while its smoothness and purity allow for minimalist serves like a G&T or even Oyu-Wari—a hot water and gin blend popular in Japan. It cleanses the palate during multi-course meals and pairs effortlessly with both delicate sushi and richer dishes.

In fast-paced bars, Wabi Sabi is a dream: versatile enough for quick, high-margin serves yet complex enough to anchor an upscale cocktail program. For retail, the label is eye-catching and shelf-ready—immediately sparking curiosity and repeat interest.

2. International Recognition

Wabi Sabi Gin is not just another newcomer. It has received Double Masters medals in both the ultra-premium and micro-distillery categories at the Global Gin Masters, validating its quality in a market flooded with craft contenders. For distributors, this isn’t just a gin—it’s a medal-winning product that reassures buyers and delights connoisseurs.

3. Sustainability-First Thinking

In an era where conscious consumption matters, Wabi Sabi Gin leads with intent. It avoids citrus fruits, a staple in most gins, due to their pesticide-heavy farming. Instead, it achieves brightness through organic herbs like lemon verbena and lemongrass. The base spirit—crafted from winter wheat—requires less water, delivers high yields, and minimizes the need for chemical inputs.

Further, the brand is building a distributed production model to reduce global shipping of raw materials—an uncommon but forward-thinking move in spirits production.

4. Partner Support That Goes the Distance

Wabi Sabi Gin isn’t just looking for shelf space—it’s looking for meaningful partnerships. The team offers comprehensive distributor support: marketing materials, brand training, and, when possible, site visits with founders or representatives to support activation. Whether you’re managing a portfolio of boutique bars or high-volume retail accounts, Wabi Sabi equips you with the tools to tell the brand story and drive demand.

Wabi Sabi Gin

Perfectly Positioned for the UK Market

The UK gin category remains one of the most competitive in the world. With consumer tastes shifting toward quality, transparency, and sustainability, Wabi Sabi Gin meets the moment.

For on-trade, it offers quick-serve versatility and depth for elevated cocktail programs. For off-trade, it brings shelf presence, a compelling backstory, and global awards that justify price and placement.

Whether you’re a distributor looking to refresh your premium gin offerings or a retailer searching for that next standout spirit, Wabi Sabi Gin is a compelling addition—crafted with purpose, positioned for performance, and designed for today’s drinker.

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