British prestige spirits house SEVENTY ONE has launched Eau de Minuit, its first new expression since the brand debuted in 2021. The oak-aged gin was developed over five years by founder Mert Alas and master distiller Steve Wilson, and arrives as a limited first release of 3,000 bottles worldwide.
The concept behind the launch centres on the idea of the transition that happens at midnight.
“For as long as I can remember, I have been fascinated by the night,” said Alas, founder and creative director of SEVENTY ONE. “Not because of its darkness, but because of what it changes. Everything feels richer. More intense. More ecstatic.”
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Eau de Minuit was created using three distinct woods: Pyrenean Black Oak, Vosges French Oak and American Oak. Each was selected for its contribution to structure, refinement and roundness.
Alas said the aim was transformation rather than novelty. “I wasn’t interested in creating something simply because it was new,” he added. “I wanted to discover whether one moment could transform the spirit without changing its soul.”
During maturation, the casks are turned to intensify the exchange between spirit and wood. The process develops greater depth, colour and texture while preserving the brand’s botanical identity.
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READ THE STORYAccording to the official notes from the brand, the amber gin carries notes of dark fruit, leather and tobacco, which evolve into hazelnut, cacao and toasted oak, finishing with a velvet texture and long finish.
The release draws on a decade of maturation research. SEVENTY ONE has assembled one of the world’s largest libraries of gin resting in oak casks.
Founded by Alas and Tasso Ferreira, the house positions itself around craftsmanship, fashion, art and selective distribution. The brand now spans 45 cities worldwide across roughly 500 ultra-luxury hospitality venues, including properties operated by Aman, Four Seasons, Mandarin Oriental and Rosewood.
The US has emerged as a key growth market, alongside Europe, the Middle East and travel retail.
“In an industry where growth is becoming increasingly difficult, we believe the greatest opportunity lies in challenging conventions rather than following them,” said Ferreira, general manager and co-founder.
Handcrafted in Great Britain, Eau de Minuit is bottled at 40% ABV in 700ml format. It is priced at $275 (£228).
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