Gin 1689: Reviving a Seventeenth-Century Legacy While Building a Global Spirits Brand

A Heritage Rooted in the Origins of Gin
Gin 1689 stands as a modern Dutch spirits company based in Amsterdam, built on a foundation that reaches back to one of the most important turning points in the history of gin. The brand takes its name from the year 1689, when William of Orange ascended to the throne of Great Britain and made the Dutch spirit jenever, which later evolved into gin, popular with the English public. This moment played a key role in shaping early gin culture in England and contributed to what later became known as the gin craze, a period when gin became one of the most widely consumed spirits in the country.
By anchoring its identity in this historical moment, Gin 1689 positions itself not only as a producer of premium spirits but also as a brand deeply connected to cultural history. Its mission is centered on bringing the essence of that era into the modern world while maintaining respect for traditional craftsmanship.
The Discovery That Redefined a Modern Brand
The foundation of Gin 1689 as a company began in 2016 when two friends from Amsterdam, Alexander Janssens and Patrick van der Peet, started exploring the early history of gin. At the time, they were living in London and became fascinated by how gin first traveled from the Netherlands to England and evolved into a cultural phenomenon.
Their research led them to the British Library, where they discovered a rare seventeenth-century distiller’s manual written by the Worshipful Company of Distillers. This manuscript contained one of the earliest known gin recipes. Although the botanicals were listed clearly, the measurements were recorded in a coded format designed to protect the formula from those outside the guild.
Decoding this manuscript required extensive research, patience, and collaboration. The founders worked closely with historians, distillers, and spirits experts to interpret the recipe accurately. After months of study and experimentation, they were able to reconstruct the original formula with confidence, setting the stage for the creation of Gin 1689.
Bringing the Recipe Back to Life in the Netherlands
Once the recipe was decoded, the founders partnered with one of the oldest distilleries in the Netherlands to bring it to life. This collaboration was essential, as Dutch distilling heritage provided the technical expertise and historical context needed to recreate the spirit authentically.
The production process focused on staying as close as possible to the original seventeenth-century method while ensuring modern quality standards. The result was a gin that reflects both historical accuracy and contemporary refinement. Gin 1689 successfully bridged the gap between centuries old tradition and present day craftsmanship.
The Distinctive Botanical Profile
Gin 1689 is known for its carefully balanced botanical composition, which is directly inspired by the original manuscript. The gin includes juniper, apple, red quince, lemon peel, orange peel, nutmeg, aniseed, and clove. Each ingredient contributes to a layered and harmonious flavor profile.
The taste is smooth and structured, with juniper forming the base while fruit and spice elements add depth and complexity. The result is a spirit that is both historically grounded and appealing to modern palates. It can be enjoyed in classic cocktails or served simply, allowing the craftsmanship of the distillation process to stand out.
Expanding the Portfolio with Dutch Pink Gin & Orange Gin
Following the success of the original release, Gin 1689 introduced 1689 Dutch Pink Gin as an extension of its portfolio. This expression is based on the same historic recipe but includes strawberries and raspberries for natural flavor enhancement.
The addition of fruit creates a softer and more refreshing profile while maintaining the core botanical structure of the original gin. The pink gin reflects the brand’s ability to innovate within the boundaries of tradition, offering variety without compromising authenticity. It has become a popular choice for those seeking a lighter and fruit driven interpretation of classic gin.
“Earlier this year, 1689 Dutch Orange Gin was launched. With its smooth, citrus forward flavour and distillation with oranges, this new gin resonates very well with both local guests and international visitors looking for a true taste of the Netherlands
International Growth and Market Presence
Gin 1689 has experienced steady international growth since its launch. The brand initially gained recognition in the Netherlands and the United Kingdom before expanding into additional European markets. Over time, its distribution extended to more than thirty countries across four continents.
Key markets include Germany, United Kingdom, and Singapore, where the brand has established a strong presence among premium spirits consumers. This global reach reflects the universal appeal of the brand’s story and product quality.
In 2024, Gin 1689 achieved another milestone by entering travel retail, with availability at Schiphol Amsterdam Airport Duty Free. This development strengthened its international visibility and positioned the brand within a key global travel hub.
By 2023, the company reported total sales exceeding one hundred thousand bottles since its launch, highlighting consistent growth and strong consumer demand.
Recognition and Industry Acclaim
Gin 1689 has received recognition within the global spirits industry for both its quality and historical significance. In 2018, it was awarded a Gold Medal at the Gin Masters in London in the super premium category. This achievement marked an important moment in establishing the brand’s credibility.
The brand has also received more than twelve international medals across various spirits competitions. In 2019, it was selected by the Craft Gin Club in the United Kingdom as its Gin of the Month, chosen from more than four hundred entries. This recognition introduced the brand to a wider audience of gin enthusiasts and helped strengthen its reputation in competitive markets.
Craft, Authenticity, and Modern Appeal
The success of Gin 1689 is closely tied to its philosophy of authenticity. Rather than following trends, the brand focuses on preserving historical integrity while delivering a product that meets modern expectations. This balance between tradition and innovation has become a defining characteristic of its identity.
Consumers are increasingly drawn to products that offer meaningful stories, and Gin 1689 provides exactly that. Each bottle represents a reconstructed piece of history, offering a connection between the past and the present through taste and craftsmanship.
A Global Brand Built on Historical Foundations
Gin 1689 continues to grow as a global spirits brand while staying true to its origins. The brand’s ability to combine heritage, craftsmanship, and strategic expansion has positioned it as a distinctive player in the premium gin category. It represents not only a revival of an old recipe but also the creation of a modern legacy rooted in authenticity and care.
As Gin 1689 moves forward, it remains committed to honoring its historical foundation while expanding its global presence, ensuring that a centuries old spirit continues to find relevance in today’s world.