When is the best time to launch a new brand?

When asked, most people suggest waiting until after an economic downturn but the founders of a new gin brand called Unlikely Companions, have decided to take the plunge now and are launching their gins across New Zealand this month.

"We soft launched Unlikely Companions at the end of last year with an initial batch of about 1,000 bottles and created pop-up cocktail bars at drinks festivals to test the market and get early feedback," says Simon Swa, who co-founded the range with Alice McKinley.

The pair were empowered by positive feedback and decided to dive deeper and launch globally. "Things have quickly snowballed since then because the gins were well received and some have now headed over to the United States where we've signed a national importer who is already selling into bars and restaurants in California and other states."

Swa, who works in marketing wine, says the aim is to make gins that taste smooth enough to enjoy the way that great wine is savoured. 

The branding is eye catching. Funky square bottles in two sizes, sealed with glass stoppers (with a silicon airtight seal) and minimalist fonts all suggest the thought that has gone into the branding. And these two gins offer two different styles in flavour to appeal to both classic gin lovers and those looking for a bit of spice. There's no London Dry in the range. The two variants are Sea Salt + Kelp and Rose and Szechuan.

"We are trying to elevate and redefine fine gin appreciation, to be enjoyed more like fine wine. They can both be enjoyed neat as they are so smooth, and the Sea Salt + Kelp particularly benefits from a few drops of neutral mineral or distilled water to bring out the salinity in flavour. It makes an exquisite martini with the brininess making it slightly dirty tasting but clean looking. The Rose + Szechuan is a great cocktail gin; it makes a gently spicy negroni."

The courage is takes to launch a new brand at any time reminds me of a phrase I'd never heard until last week, which is: A ship is safe in the harbour but that's not what ships are built for. It's a great line about bravery. It takes courage to plunge into a new venture, especially when things are a tad stormy economically.

These two gins are dry, smooth and they are a step up from the sweeter flavours of many fruity, spicy gins that have seen a resurgence in gin over the past few years. 

Bravo.

My reviews

Unlikely Companions Sea Salt + Kelp RRP $90, 700ml (RRP $55, 375ml)

The look and the taste of this gin are a reminder of what it's like to stand in the sea air on a breezy day. A subtle salty tang adds complexity to the fresh dry taste and this gin needs a mere dash of subtle tonic to bring out its best.

Unlikely Companions Rose + Szechuan RRP $90, 700ml (RRP $55, 375ml)

Suggestively described by its makers as Middle East meets the Far East, this aromatic floral gin has a touch of spice in taste which is softened by the rose note. Drinks well with a dash of subtle tonic or sparkling mineral waste. It's fresh, spicy on the nose and dry in taste.

• Find out more at Unlikelycompanions.co
  Or contact Simon Swa by email: simon@unlikelycompanions.co