July/August/September 2020

Spirited start up ready to refresh the spirits market

Still riding high as everyone’s favourite lockdown tipple, gin is continuing to enjoy a fantastic run as the spirit of choice across the UK. Many people are moving towards artisan and specialist variations, including low calorie options to remedy those extra pounds put on during lockdown. The latest name to land is the Pentone range, consisting of two inaugural brands – Ocean Storm and Red Storm. GM Business Connect zoomed recently with Philip Pentone Robinson, founder and CEO of The Pentone Family, exploring their back story and intention to blaze their way across bars and restaurants with the new brands as venues re-open across the summer:

Philip – tell us about your background?
“In 2016 I completed the Erasmus for Young Entrepreneurs programme in Italy, exploring law and international trade with a focus on the food and beverage industry. From there I returned to the UK realising I wanted to make and create my own products and began to developing my knowledge of crafting drinks other than our family limoncello recipes! Running whisky tours and tastings was a great way to begin learning about distilling, and I won a scholarship to study the Master of Enterprise degree at Manchester Business School. This involved researching innovative alcoholic beverages and helped me enormously develop my entrepreneurial spirit (excuse the pun!) and drive. This was a great foundation to conduct R&D across all beverage categories and test the market in 2018/19, and gave me the opportunity to showcase my innovative beverages in the finals of business competitions ‘Venture Further’ and ‘Venturefest’.”

Tell us about the thinking behind your latest offerings?
“Inspired by our family backstory, we combine tradition and innovation to chart our way forward, seeking to positively disrupt and refresh the UK alcoholic beverages market. Our tag line #forgedinthestorm is as relevant as ever, as people and business battle through the Covid storm with our innovation led start up powering up. Pentone is a positive symbol of entrepreneurial spirit and endeavour.

“One of our main principles is to drink healthier and drink better, which sits comfortably with the idea that people are being more health conscious than ever. Gin Pentone gives consumers the choice of drinking better without compromising on flavour, with Ocean Storm and Red Storm providing the ultimate refreshment whilst at the same time offering a lower calorie experience.”

Philip Pentone Robinson

Describe the two new brands you are launching?
“Ocean Storm and Red Storm are the flagship spirits in our new wave of lower calorie alcoholic beverages from our over-arching brand ‘Gin Pentone’. At only 40 calories per serving, these innovative gins are made without using sugar and artificial flavourings, otherwise prevalent in the industry. They are made using only natural botanicals to achieve their appealing colour and refreshing flavour. Inspired by their rich cultural heritage, Gin Pentone provide Italian inspiration with British Innovation: a perfect pairing from production to palate.

“Ocean Storm tells the story in spirit form of our family’s forefather and inspiration – Antonio – who won a gallantry award for single-handedly saving the lives of 28 men in a shipwreck and storm in the Indian Ocean, bringing them ashore, even swimming back to save the ship’s cat. As a seafarer, carrying botanicals all over the world, this classic gin with refreshing floral notes is a fitting symbol for the story. Red Storm is inspired by the adage ‘red sky’ forewarning of storms at sea. The subtle citrus notes are lifted by a refreshing wave of hibiscus, offering a complementary naturally low calorie gin that tastes every sip as good as it looks.”

What is the timetable for your two latest brands?
“We’re launching in time for July Independence Day (also Independents’ Day for our Great British businesses), and we’re inviting the sector to get in touch straight away for what we see as a great new innovation in gin for the marketplace. So we’re asking everyone to get in the spirit and support your innovative independent family business! You’ll be able to see Pentone gracing bars and restaurants across the Northwest this summer. Trade can contact directly, and consumers will be able to pre-order online at www.pentonefamily.com/gin”

For more information follow the family across social media @pentonefamily and @ginpentone on Facebook and Instagram

Gin Pentone: Ocean Storm & Red Storm, 29% vol. 70cl, £33


07537 995966