January Hero Campaign Sells Out Shetland Reel Gin
The Shetland-based distillery's Up Helly Aa gin was a big draw for our members this month.
This special edition gin -- a new expression of which is crafted every year in honour of the annual Viking celebration of the same name -- sold out on Craft Gin Club's online shop as part of its Family of Distillers Hero Campaign.
Up Helly Aa is an ancient celebration held on the Shetland Isles the last Tuesday of every January. Months in the making, it sees locals don Viking garb and march through the streets of Lerwick with torches ablaze; their march culminates in a ship being set on fire before a night of carousing and merrymaking.
Debbie Strang, co-founder of Shetland Reel Gin, says: "For those who can't make it up to the isles for Up Helly Aa, we've created a spirit that encapsulates the fiery essence of the festival. Botanicals such as cinnamon and angelica root provide a sweet and spicy punch, and the spirit is aged in secrecy until its release right before the festival."
As a limited edition with seasonal appeal, 2023's Up Helly Aa Gin flew off the virtual shelves at Craft Gin Club's online shop, selling out well before the end of January.
Debbie says, "We hope everyone who tries it and loves it someday makes it up to Shetland, to experience the festival for themselves."
If you have a seasonal expression or special edition spirit in the works, drop us an email to familyofdistillers@craftginclub.co.uk to discuss a Family of Distillers Hero Campaign!
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A passion for supporting craft distillers runs through the entirety of Craft Gin Club, but fortunately for our Family of Distillers, we have a whole team dedicated to supporting the talented men and women we've worked with in the past.
