Doghouse Distillery | 69The complete range of Doghouse Distillery spiritsBourbon yeast, copper pot distilled twice “We also give consideration for the substrate we and then matured in a virgin American oak barrel before diluting to 50 percent ABV use to provide an end appearance refective of for bottling. the style of art depicted on the label”While the brand is modeled on a Bourbon, it is made outside of the USA of monochrome sketches and texts that run meet is intentional to show the remaining and therefore, cannot be called a Bourbon. throughout its length. liquid in the bottle. The edges on both sides Further, as its frst releases are aged less ‘This gin is inspired by rock and roll. We are meticulously designed to resemble than three years – the cut-off before it can are old school, we like instruments. When London lamp posts. be called a spirit whisky – the brand calls we came up with this label, we looked The distillery calls Renegade a new-age the initial two releases ‘moonshine’, taking at the gin market and thought, do you version of the gin that’s been around for inspiration from the origins and evolution know what? They all looked the same – centuries. The side of the label says ‘Not of the category.traditional and pretty-looking labels. But your typical London dry – the dawn of a In true Doghouse fashion, the label we wanted to do something different and new age – we don’t do normal!’ The label turns heads. A fctitious skeleton gangster fresh,’ Saunders says. also has the defnition of a Renegade, character, ‘Mad Dog Coll’ (created by a ‘When you go to a rock concert, the frst a person who behaves in a rebelliously German-based airbrush artist), refects the thing you do is get a drink. And then you unconventional manner. Prohibition times that inspired the brand, go into the crowd, and everyone is just where illicit alcohol - aka ‘moonshine’ - was having fun. People are dressed however Doppelgänger aperitivo born and bootlegging was rife.they like and have their hair however they The brand’s aperitivo is composed of an Blues rock is the musical inspiration like and nobody cares. It is not about amalgamation of 19 botanicals to create behind Debt Collector, and the label looking pretty.’ a citrus-forward, fruity yet bittersweet captures the essence of the Deep South of He points out the symbiotic relationship concoction. the USA where Bourbon originated.between tattoos and rock music. To infuse Drawing inspiration from house and One of the next steps in the brand’s this spirit into the gin’s identity, Doghouse dance music, the drink is meant to be evolution is to adjust its labels to maintain collaborated with a tattoo artist from consumed during leisurely afternoons each spirit’s individuality but also align the North London to create the label’s design. as the day winds down. This drink is different brands of spirits under the name The black and gray visuals mirror tattoo tailor-made for relaxation. Doghouse Distillery with its distinct logo illustrations. ‘I went in and asked him to do Employing a fantasy art style, the label on the bottles. the label based on the concept. I still have for Doppelgänger takes a unique approach. The brand’s converters use mostly fexo the piece of paper of the label concept. It It showcases an illustration portraying two printing in combination with embossing, is an A4 landscape sheet with various icons halves of a goddess’ face. hot foil, acrylic gloss and layering for special of London and the River Thames running ‘One side is your good or light side, and effects. It also considers environmental through it. And I gave that to the artist and the other side is your cheeky or darker factors and labels and closures need to said: “imagine that I wanted something like side. Your doppelgänger is defned as a meet its sustainability standards before this on my upper arm all the way around person on the planet that looks like you. fnal sign-off. ‘We also give consideration as a sleeve”. And that’s what he came up And we have a saying that when you go for the substrate we use to provide an with,’ he reminisces. out and have a big night, we blame it on end appearance refective of the style of The label shows Battersea power station, the doppelgänger - it certainly wasn’t you!’ art depicted on the label. It is a wholistic London cab, Clapham tube station, Saunders says. approach working backward from the end Westminster, Waterloo, London Eye, art piece,’ Saunders concludes.Piccadilly Circus, Big Ben, Trafalgar Square, Debt Collector whiskythe cityscape, the Gherkin, the Shard at Debt Collector is Doghouse’s whisky made To learn more about Doghouse London Bridge and then to Tower Bridge. from a mash of majority corn plus barley Distillery, visit doghousedistillery.comThe split where the ends of the label and rye. It is fermented using a Kentucky Oct - Dec 2023