For Van der Valk Hotel Groningen-Westerbroek, NewSpirits, in collaboration with Lorenzo van der Valk, developed a signature gin with character: Lorenzo’s Gin. A powerful gin at 50% alcohol, built around 18 carefully selected botanicals and designed for use in the hotel bar, as a Gin & Tonic, and as a distinctive calling card for the hotel.
Newspirits led this project and was responsible for translating the idea into a complete beverage concept: from positioning, brand experience, and design to bottle presentation, labeling, and overall look and feel. For the artisanal production, Newspirits partnered with Brouwhoeve Distillery, where the gin was developed, distilled, and produced.
The project demonstrates how a private label spirit can be much more than just a bottle with a label. A high-quality private label gin tells a story, enhances the guest experience, and gives a hotel, restaurant, or brand a unique identity.
For Van der Valk Hotel Groningen-Westerbroek, NewSpirits, in collaboration with Lorenzo van der Valk, developed a signature gin with character: Lorenzo’s Gin. A powerful gin at 50% alcohol, built around 18 carefully selected botanicals and designed for use in the hotel bar, as a Gin & Tonic, and as a distinctive calling card for the hotel.
Newspirits led this project and was responsible for translating the idea into a complete beverage concept: from positioning, brand experience, and design to bottle presentation, labeling, and overall look and feel. For the artisanal production, Newspirits partnered with Brouwhoeve Distillery, where the gin was developed, distilled, and produced.
The project demonstrates how a private label spirit can be much more than just a bottle with a label. A high-quality private label gin tells a story, enhances the guest experience, and gives a hotel, restaurant, or brand a unique identity.
The assignment: a gin with the character of Lorenzo and the hotel
Lorenzo van der Valk did not want a standard gin. The brief for Newspirits was clear: develop a powerful, distinct, and personal gin that matches his taste, the character of the hotel, and the experience of the hotel bar.
Lorenzo’s Gin had to be robust, but not harsh. Aromatic, but not perfumed. Spicy, but not heavy. And above all: suitable to be served as a signature serve in a beautiful Gin & Tonic.
With 50% alcohol, Lorenzo’s Gin is stronger than many standard gins. This calls for balance. A higher alcohol percentage can give botanicals more strength, but the gin must still be smooth to drink. The challenge was to develop a gin that has character, stands up next to tonic and garnishes, yet remains elegant and accessible in the serve.
The assignment: a gin with the character of Lorenzo and the hotel
Lorenzo van der Valk did not want a standard gin. The assignment toNewSpiritswas clear:
develop a strong, distinctive, and personal gin that fits his taste, the
character of the hotel, and the experience of the hotel bar.
Lorenzo’s Gin had to be robust, but not harsh. Aromatic, but not perfumey. Spicy,
but not heavy. And above all: suitable to be used as a signature serve in a nice Gin &
Tonic.
With 50% alcohol, Lorenzo’s Gin is stronger than many standard gins. This calls for balance. A higher alcohol percentage can give botanicals more strength, but the gin must still be smooth to drink. The challenge was to develop a gin that has character, stands up next to tonic and garnishes, yet remains elegant and accessible in the serve.
Lorenzo van der Valk and Hotel Groningen-Westerbroek
Van der Valk Hotel Groningen-Westerbroek is located a short distance from the city of Groningen and serves as a welcoming venue for hotel stays, restaurant visits, business meetings, and events. With The Falcon Restaurant, a hotel bar, and multifunctional rooms, the hotel brings food, drink, and guest experience together in one location.
A signature gin is a perfect fit for such an environment.
A hotel bar is more than just a place to have a drink; it is a place where guests arrive, relax, catch up, toast, and create memories. Having a private label gin adds an extra layer to that experience. It makes the bar more personal and provides a story that staff can share and guests can taste.
Lorenzo’s Gin aligns with this philosophy. It is a gin with a clear identity: personal, bold, and crafted for a place where hospitality, food, drink, and experience converge.
Lorenzo van der Valk and Hotel Groningen-Westerbroek
Van der Valk Hotel Groningen-Westerbroek is located a short distance from the city of Groningen and serves as a welcoming venue for hotel stays, restaurant visits, business meetings, and events. With The Falcon Restaurant, a hotel bar, and multifunctional rooms, the hotel brings food, drink, and guest experience together in one location.
A signature gin is a perfect fit for such an environment.
A hotel bar is more than just a place to have a drink; it is a place where guests arrive, relax, catch up, toast, and create memories. Having a private label gin adds an extra layer to that experience. It makes the bar more personal and provides a story that staff can share and guests can taste.
Lorenzo’s Gin aligns with this philosophy. It is a gin with a clear identity: personal, bold, and crafted for a place where hospitality, food, drink, and experience converge.
The role of Newspirits
NewSpirits was leading in this project. The strength of NewSpirits lies not only in developing a drink, but especially in building a complete concept around
that drink. A bottle of gin must not only taste good, but also fit the brand, the
location, the target audience, and the moment when the guest comes into contact with it.
None
For Lorenzo’s Gin this meant: creating a strong translation of Lorenzo’s personal idea
into a professional and recognizable gin concept for Van der Valk Hotel
Groningen-Westerbroek.
Newspirits guided among other things:
Brand, design, and total concept
A private label gin must work on multiple levels. The recipe must be balanced,
but the exterior is at least as important. Bottle, label, color usage, name, story, and
serve must come together as a whole.
That is precisely where the added value lies. NewSpirits: creating a drink concept that does not feel like a standard private label,
but like a unique brand product.
Lorenzo’s Gin thus became not an anonymous gin with a logo on it, but a recognizable
signature gin with a clear personality.
- Concept development
- Positioning of the gin
- Brand story and visual identity
- Flavor profile
selection and coordination of botanicals - Bottle selection and bottle presentation
- Bottle selection and bottle presentation
- Application in hotel bar and restaurant
- Serving suggestion as Gin & Tonic
- Commercial applicability within hospitality
The role of Newspirits
NewSpirits was leading in this project. The strength of NewSpirits lies not only in developing a drink but especially in building a complete concept around that drink. A bottle of gin must not only taste good but also fit the brand, the location, the target audience, and the moment when the guest comes into contact with it. At Lorenzo’s Gin meant that: creating a strong translation of Lorenzo's personal idea into a professional and recognizable gin concept for Van der Valk Hotel Groningen-Westerbroek. Newspirits guided among others:
Brand, design, and total concept
A private label gin must be right on multiple levels. The recipe must be balanced, but the exterior is just as important. Bottle, label, color usage, name, story and serve must come together as a whole. That is where the added value of NewSpirits: creating a drink concept that does not feel like a standard private label, but like a unique branded product. Lorenzo's Gin thus became not an anonymous gin with a logo on it, but a recognizable signature gin with a clear personality.
- Concept development
- Positioning of the gin
- Brand story and visual identity
- Flavor profile
selection and coordination of botanicals - Bottle selection and bottle presentation
- Bottle selection and bottle presentation
- Application in hotel bar and restaurant
- Serving suggestion as Gin & Tonic
- Commercial applicability within hospitality
The collaboration with Brouwhoeve Distillery
For the production of Lorenzo's Gin, NewSpirits worked together with Brouwhoeve
Distillery. Brouwhoeve handled the artisanal side of the project: the
development of the distillate, the processing of the botanicals, and the production of the gin.
The collaboration between NewSpirits and Brouwhoeve is an important part of this type of project. Newspirits safeguards the concept, the brand experience, and the commercial
translation. Brouwhoeve brings in the technical knowledge and the distilling craft. This combination results in a product that is both substantively and visually correct.
With Lorenzo’s Gin, the challenge was primarily in the balance. A gin with 50% alcohol and 18 botanicals must be powerful, but not sharp. Aromatic, but not too busy.
Distinctive, yet still suitable for an elegant Gin & Tonic in the hotel bar.
Brouwhoeve translated this flavor direction into a clear and powerful distillate, where juniper, citrus, floral notes, and green herbs come together in a gin with character..
The collaboration with Brouwhoeve Distillery
For the production of Lorenzo’s Gin,NewSpiritsworked together with Brouwhoeve
Distillery. Brouwhoeve took care of the artisanal side of the project: the
development of the distillate, the processing of the botanicals, and the production of the gin.
The collaboration betweenNewSpiritsand Brouwhoeve is an important part of this type of projects. NewSpirits oversees the concept, the brand experience, and the commercial translation. Brouwhoeve brings in the technical knowledge and the distilling craft. This combination results in a product that is both substantively and visually correct.
With Lorenzo’s Gin, the challenge was mainly in the balance. A gin with 50% alcohol and 18 botanicals must be powerful, but not sharp. Aromatic, but not too busy. Distinctive, yet still suitable for an elegant Gin & Tonic in the hotel bar. Brouwhoeve translated this flavor direction into a clear and powerful distillate, where juniper, citrus, floral notes, and green herbs come together in a gin with character.
Lorenzo’s Gin: 50% alcohol and 18 botanicals
Lorenzo’s Gin has been developed as a powerful gin with a full, aromatic base.
The gin contains 18 botanicals and has an alcohol percentage of 50%.
That makes it robust, but also suitable for a distinctive Gin & Tonic in which the botanicals remain prominently featured.
Note: the list below is a flavor proposal and can be adjusted internally as the.
6. Orange peel.
7. Grapefruit peel.
8. Lime peel.
9. Elderflower.
10. Lavender
11. Chamomile
12. Rosemary
13. Thyme
14. Bay leaf
15. Fennel seed
16. Licorice root
17. Paradise seed
18. Cucumber
Lorenzo’s Gin: 50% alcohol and 18 botanicals
Lorenzo’s Gin is developed as a powerful gin with a full aromatic base.
The gin contains 18 botanicals and has an alcohol percentage of 50%.
This makes it strong, but also suitable for a pronounced Gin & Tonic where the botanicals come through well.
For this case study, we are working with a botanical direction that is intentionally different from the CTCS gin.
While the CTCS gin was heavily focused on spices and warm spiciness, Lorenzo’s Gin has a fresher, greener, citrus-rich, and gastronomic signature.
Note: the list below is a flavor proposal and can be adjusted internally as the.
6. Orange peel
7. Grapefruit peel
8. Lime peel
9. Elderflower
10. Lavender
11. Chamomile
12. Rosemary
13. Thyme
14. Bay leaf
15. Fennel seed
16. Licorice root
17. Paradise seed
18. Cucumber
This combination gives the gin a clear gin style, but with its own personality. The juniper remains recognizable as the base. Citrus provides freshness. Floral botanicals add elegance. Green herbs bring excitement. Roots and seeds provide structure and length.
This combination gives the gin a clear gin style, but with its own personality. The juniper remains recognizable as the base. Citrus provides freshness. Floral botanicals add elegance. Green herbs bring excitement. Roots and seeds provide structure and length.
The influence of the botanicals on Lorenzo’s Gin
Juniper berry
forms the base of gin. It provides fresh, resinous, and slightly piney notes. Without a clear juniper berry, a gin loses its classic foundation.
Coriander seed
Provides citrusy freshness and a light spiciness. It connects the juniper berry with the citrus and herbs in the recipe.
Lavender
Provides an elegant Mediterranean spiciness. This botanical should be used subtly so that it refines the gin without overpowering it.
Angelica root
Provides dryness, earthy depth, and structure. It helps bring the different aromas together and adds length to the finish.
Violet root
Also known as orris root, it gives a soft floral nuance. It acts as a connecting botanical and adds elegance to the aroma.
Lemon peel
Brings bright freshness and a recognizable citrus aroma. In a Gin & Tonic, lemon adds liveliness and excitement.
Orange peel
Provides rounder citrus aromas than lemon. It adds softness, warmth, and a subtle sweet impression without making the gin truly sweet.
Grapefruit
Geeft bitterfrisse citrus en een volwassen karakter. Deze botanical past goed bij een gin van 50%, omdat hij kracht en frisheid tegelijk brengt.
Lime
Lime gives a fresh, green citrus note. It makes the gin tighter and more modern.
Elderflower
Elderflower provides a soft, floral touch. Not sweet, but friendly and aromatic.
Chamomile
Chamomile gives soft floral notes, light honey-like tones, and roundness. It makes the profile calmer and more layered.
Rosemary
Rosemary brings green spiciness, pine-like freshness, and Mediterranean tension. This pairs nicely with juniper.
Thyme
Thyme provides a dry, savory spiciness. This gives the gin a gastronomic character that fits well with hotel bars, restaurants, and food pairing.
Bay leaf
ItBay leafprovides a subtle spicy and slightly savory accent. It adds depth without becoming heavy.
Fennel seed
Fennel seedgives a soft anise-like roundness, but less pronounced than star anise. This keeps the profile refined.
Licorice root
Licorice rootprovides mouthfeel, length, and a slight natural roundness. In small doses, it helps to make the strength of 50% alcohol more elegant.
Paradise seed
Paradise seed gives a warm, peppery touch with citrus-like tension. It adds spice.
Cucumber
Cucumber brings freshness and a cool green note. In the serve, this makes the gin more accessible and suitable for a refreshing Gin & Tonic.
The influence of the botanicals on Lorenzo’s Gin
Juniper
Juniper forms the classic base of gin. It provides fresh, resinous, and slightly pine-like notes. In Don Renardo, juniper adds structure and recognizability.
Coriander
Coriander seed brings citrusy freshness and a gentle spiciness. It connects the fresh and spicy notes in the gin.
Lavender
Provides an elegant Mediterranean spiciness. This botanical should be used subtly so that it refines the gin without overpowering it.
Angelica root
Angelica root adds dryness, earthy depth, and structure. It helps bring the different aromas together and adds length to the finish.
Orris root
Orris root, also known as violet root, gives a soft floral nuance. It acts as a connecting botanical and adds elegance to the aroma.
Lemon peel
Lemon peel brings bright freshness and a recognizable citrus aroma. In a Gin & Tonic, lemon adds liveliness and excitement.
Orange peel
Orange peel provides rounder citrus aromas than lemon. It adds softness, warmth, and a subtle sweet impression without making the gin truly sweet.
Grapefruit
Grapefruit provides a bitter-fresh citrus and a mature character. This botanical pairs well with a 50% gin, as it brings strength and freshness at the same time.
Lime
Lime provides a fresh, green citrus note. It makes the gin tighter and more modern.
Elderflower
Elderflower adds a soft, floral touch. Not sweet, but friendly and aromatic.
Chamomile
Chamomile adds soft floral notes, light honey-like tones, and roundness. It makes the profile calmer and more layered.
Rosemary
Rosemary, brings green spiciness, pine-like freshness, and Mediterranean tension. This nicely complements juniper.
Thyme
Thyme provides a dry, savory spiciness. This gives the gin a gastronomic character that fits well with hotel bars, restaurants, and food pairing.
Bay Leaf
The bay leaf provides a subtle spicy and slightly savory accent. It adds depth without becoming heavy.
Fennel Seed
Fennel seed, gives a soft anise-like roundness, but less pronounced than star anise. This keeps the profile refined.
Licorice Root
Licorice root, provides mouthfeel, length, and a slight natural roundness. In small doses, it helps to make the strength of 50% alcohol more elegant.
Paradise Seed
Paradise seed gives a warm, peppery touch with citrus-like tension. It adds spice.
Cucumber
Cucumber brings freshness and a cool green note. In the serve, this makes the gin more accessible and suitable for a refreshing Gin & Tonic.
Coriander seedprovides citrusy freshness and a light spiciness. It connects the juniper berry with the citrus and herbs in the recipe.
Lavendel geeft een elegante mediterrane kruidigheid. Deze botanical moet subtiel worden
gebruikt, zodat hij de gin verfijnd zonder te overheersen.
Angelica rootprovides dryness, earthy depth, and structure. It helps bring the different aromas together and adds length to the finish.
Orris root, also known as orris root, gives a soft floral nuance. It acts as a connecting botanical and adds elegance to the scent.
Lemon peelbrings bright freshness and a recognizable citrus aroma. In a Gin & Tonic, lemon adds liveliness and excitement.
Grapefruitprovides bitter-fresh citrus and a mature character. This botanical pairs well with a 50% gin, as it brings strength and freshness at the same time.
Limeprovides a fresh, green citrus note. It makes the gin tighter and more modern.
Vlierbloesem zorgt voor een zachte, florale toets. Niet zoet, maar wel vriendelijk en
aromatisch.
Kamille geeft zachte bloemigheid, lichte honingachtige tonen en ronding. Het maakt het
profiel rustiger en gelaagder.
Rozemarijn brengt groene kruidigheid, dennen achtige frisheid en mediterrane spanning. Dit
sluit mooi aan bij jeneverbes.
Thymeprovides a dry, savory spiciness. This gives the gin a gastronomic character that fits well with hotel bars, restaurants, and food pairing.
TheBay leafprovides a subtle spicy and slightly savory accent. It adds depth without becoming heavy.
Fennel seedprovides a soft anise-like roundness, but less pronounced than star anise. This keeps the profile refined.
Licorice rootprovides mouthfeel, length, and a slight natural roundness. In small doses, it helps to make the strength of 50% alcohol more elegant.
Paradise seedadds a warm, peppery touch with citrus-like tension. It provides spice.
Cucumberbrings freshness and a cool green note. In the serve, this makes the gin more accessible and suitable for a refreshing Gin & Tonic.
Coriander seedprovides citrusy freshness and a light spiciness. It connects the juniper berry with the citrus and herbs in the recipe.
Lavendel geeft een elegante mediterrane kruidigheid. Deze botanical moet subtiel worden
gebruikt, zodat hij de gin verfijnd zonder te overheersen.
Angelica rootprovides dryness, earthy depth, and structure. It helps bring the different aromas together and adds length to the finish.
Orris root, also known as orris root, gives a soft floral nuance. It acts as a connecting botanical and adds elegance to the scent.
Lemon peelbrings bright freshness and a recognizable citrus aroma. In a Gin & Tonic, lemon adds liveliness and excitement.
Grapefruitprovides bitter-fresh citrus and a mature character. This botanical pairs well with a 50% gin, as it brings strength and freshness at the same time.
Limeprovides a fresh, green citrus note. It makes the gin tighter and more modern.
Vlierbloesem zorgt voor een zachte, florale toets. Niet zoet, maar wel vriendelijk en
aromatisch.
Kamille geeft zachte bloemigheid, lichte honingachtige tonen en ronding. Het maakt het
profiel rustiger en gelaagder.
Rozemarijn brengt groene kruidigheid, dennen achtige frisheid en mediterrane spanning. Dit
sluit mooi aan bij jeneverbes.
Thymeprovides a dry, savory spiciness. This gives the gin a gastronomic character that fits well with hotel bars, restaurants, and food pairing.
TheBay leafprovides a subtle spicy and slightly savory accent. It adds depth without becoming heavy.
Fennel seedprovides a soft anise-like roundness, but less pronounced than star anise. This keeps the profile refined.
Licorice rootprovides mouthfeel, length, and a slight natural roundness. In small doses, it helps to make the strength of 50% alcohol more elegant.
Paradise seedadds a warm, peppery touch with citrus-like tension. It provides spice.
Cucumberbrings freshness and a cool green note. In the serve, this makes the gin more accessible and suitable for a refreshing Gin & Tonic.
Making of: from brand idea to artisanal distillate
The development of Lorenzo’s Gin didn’t begin at the still, but with the brand concept. What story should this gin tell? Who was it made for? How should it look on the bar? And how should it taste in a Gin & Tonic?
Newspirits translated these questions into a clear concept and maintained the balance between flavor, appearance, and application. Subsequently, in collaboration with Brouwhoeve Distillery, they explored how this vision could best be realized from both a technical and flavor perspective.
This resulted in a partnership where branding and distillation reinforce one another: Newspirits as the director of the overall concept, and Brouwhoeve as the artisanal producer of the gin.
MAKING OF:
Making of: from brand idea to artisanal distillate
The development of Lorenzo’s Gin did not start at the still, but with the brand idea. What should this gin convey? For whom was it made? How should it look on the bar? And how should it taste in a Gin & Tonic?
NewSpirits translated these questions into a clear concept and maintained the line between flavor, appearance, and application. Then, together with Brouwhoeve Distillery, they looked at how this vision could be realized in the best technical and flavor-wise way.
Thus, a collaboration emerged in which branding and distillation reinforce each other: NewSpirits as the director of the overall concept, Brouwhoeve as the artisanal producer of the gin.
MAKING OF:
Determining the desired style
The project began with the question: what should Lorenzo’s Gin be? None The answer did not lie in a standard gin profile. Lorenzo’s Gin had to be powerful, but not heavy. Spicy, but not overwhelming. Fresh, but not thin. A gin with enough character to stand out in the hotel bar and yet accessible enough to be served as a Gin & Tonic. That is why a gin with a strong base of 50% alcohol and a wide botanical structure was chosen. The style: fresh, aromatic, spicy, green, and gastronomic.
2. Selection of the botanicals
With a gin containing 18 botanicals, everything revolves around balance. Too many ingredients can create a
messy profile. Too little tension makes the gin flat. The art is to give each
botanical a function.
In Lorenzo’s Gin, the botanicals are divided into five flavor groups:
Base:juniper, coriander seed
Structure: angelica root, orris root, licorice root
Citrus: lemon, orange, grapefruit, lime
Floral: elderflower, lavender, chamomile
Green and spicy: rosemary, thyme, bay leaf, fennel,
paradise seed, cucumber
This creates a gin that is clearly structured. The base is classic. The citrus provides energy.
The floral layer adds elegance. The green herbs give a unique signature.
3. Maceration
During maceration, botanicals are placed in alcohol to release aromas, oils, and
flavor components. For Lorenzo’s Gin, this requires precision. Citrus, flowers,
and green herbs behave differently than roots and seeds. Some ingredients
release aroma quickly, while others need more time.
The goal of maceration was therefore not maximum extraction, but controlled
extraction. The gin had to become powerful without becoming bitter, perfumed, or medicinal.
4.Distillation by Brouwhoeve
After determining the flavor direction and botanical structure, the gin was produced by Brouwhoeve Distillery. During maceration, the botanicals are soaked in alcohol to release their aromas, oils, and flavor components. This is followed by distillation, capturing the aromatic heart of the gin.
For Lorenzo’s Gin, it was essential to find the right balance between power and refinement. The 50% alcohol provides body and carrying power, while the botanicals ensure freshness, spiciness, length, and aromatic depth.
Brouwhoeve ensured that the distillate remained technically balanced and that the gin performs well when served. After all, a hotel gin must not only be convincing when neat, but must primarily work in practice: at the bar, with tonic, ice, and garnish.
5. Balance at 50% alcohol
A gin with 50% alcohol has more strength than a standard gin. This is interesting, but it also requires careful finishing. The alcohol should not dominate. It must support the botanicals.
Therefore, the balance in Lorenzo’s Gin revolves around three points:strength, aroma, drinkability.
The citrus and green herbs provide freshness. The floral botanicals make the nose more elegant. The roots and seeds give structure. This way, the gin remains powerful, but also suitable for a refined Gin & Tonic.
6. Resting, filtering, and bottling
After distillation, the gin is given time to rest. In this phase, aromas come together better and sharp edges become softer. Then the gin is filtered and bottled. The bottle must evoke the same feeling as the contents: powerful, personal, and professional. Lorenzo’s Gin is not an anonymous bottle of gin, but a product that belongs to a hotel, a bar, and a person.
A bottle with personality
In addition to the flavor, the appearance of Lorenzo’s Gin played an important role. Newspirits developed the visual direction in which the gin gained its own identity. The bottle, the label, and the overall presentation had to match the character of Lorenzo, the atmosphere of the hotel, and its use in the hotel bar.
The label featuring the recognizable toucan gives Lorenzo’s Gin a clear identity. It makes the bottle personal, distinctive, and immediately discussable. This is exactly what is important for a signature gin: the product should not only be ordered, but it should also spark curiosity.
This shows well what Newspirits stands for. Not just developing drinks, but building brands and concepts that stick.
Determining the desired style
The project began with the question: what should Lorenzo’s Gin be? None The answer did not lie in a standard gin profile. Lorenzo’s Gin had to be powerful, but not heavy. Spicy, but not overwhelming. Fresh, but not thin. A gin with enough character to stand out in the hotel bar and yet accessible enough to be served as a Gin & Tonic. That is why a gin with a strong base of 50% alcohol and a wide botanical structure was chosen. The style: fresh, aromatic, spicy, green, and gastronomic.
2. Selection of the botanicals
With a gin containing 18 botanicals, everything revolves around balance. Too many ingredients can create a
messy profile. Too little tension makes the gin flat. The art is to give each
botanical a function.
In Lorenzo’s Gin, the botanicals are divided into five flavor groups:
Base:juniper, coriander seed
Structure: angelica root, orris root, licorice root
Citrus: lemon, orange, grapefruit, lime
Floral: elderflower, lavender, chamomile
Green and spicy: rosemary, thyme, bay leaf, fennel,
paradise seed, cucumber
This creates a gin that is clearly structured. The base is classic. The citrus provides energy.
The floral layer adds elegance. The green herbs give a unique signature.
3. Maceration
During maceration, botanicals are placed in alcohol to release aromas, oils, and
flavor components. For Lorenzo’s Gin, this requires precision. Citrus, flowers,
and green herbs behave differently than roots and seeds. Some ingredients
release aroma quickly, while others need more time.
The goal of maceration was therefore not maximum extraction, but controlled
extraction. The gin had to become powerful without becoming bitter, perfumed, or medicinal.
4.Distillation by Brouwhoeve
After determining the flavor direction and botanical structure, the gin was produced by Brouwhoeve Distillery. During maceration, the botanicals are soaked in alcohol to release their aromas, oils, and flavor components. This is followed by distillation, capturing the aromatic heart of the gin.
For Lorenzo’s Gin, it was essential to find the right balance between power and refinement. The 50% alcohol provides body and carrying power, while the botanicals ensure freshness, spiciness, length, and aromatic depth.
Brouwhoeve ensured that the distillate remained technically balanced and that the gin performs well when served. After all, a hotel gin must not only be convincing when neat, but must primarily work in practice: at the bar, with tonic, ice, and garnish.
5. Balance at 50% alcohol
A gin with 50% alcohol has more strength than a standard gin. This is interesting, but it also requires careful finishing. The alcohol should not dominate. It must support the botanicals.
Therefore, the balance in Lorenzo’s Gin revolves around three points:strength, aroma, drinkability.
The citrus and green herbs provide freshness. The floral botanicals make the nose more elegant. The roots and seeds give structure. This way, the gin remains powerful, but also suitable for a refined Gin & Tonic.
6. Resting, filtering, and bottling
After distillation, the gin is given time to rest. In this phase, aromas come together better and sharp edges become softer. Then the gin is filtered and bottled. The bottle must evoke the same feeling as the contents: powerful, personal, and professional. Lorenzo’s Gin is not an anonymous bottle of gin, but a product that belongs to a hotel, a bar, and a person.
A bottle with personality
In addition to the taste, the appearance of Lorenzo’s Gin played an important role. Newspirits developed the visual direction in which the gin gained its own identity. The bottle, the label, and the overall presentation had to match the character of Lorenzo, the atmosphere of the hotel, and the application in the hotel bar.
The label with the recognizable toucan gives Lorenzo’s Gin a clear identity. It makes the bottle personal, distinctive, and immediately discussable. This is exactly what is important for a signature gin: the product should not only be ordered, it should also spark curiosity.
In this way, Lorenzo’s Gin clearly shows what Newspirits stands for. Not just developing drinks, but building brands and concepts that stick.
From bottle to hotel bar: Lorenzo’s Gin & Tonic
A gin for a hotel bar must not only be purely good. It must especially work in the serve.
Lorenzo’s Ginis developed with the Gin & Tonic in mind:
ice, tonic, garnish, and
a glass that immediately invites.
With an alcohol percentage of 50%, the botanicals hold up well alongside tonic. This makes the gin suitable for classic and seasonal serves.
Think of a fresh
variant with grapefruit or cucumber, but also a winter Gin & Tonic with cinnamon.
From bottle to hotel bar: Lorenzo’s Gin & Tonic
A gin for a hotel bar must not only be purely good. It must especially work in the serve.Lorenzo’s Ginis developed with theGin & Tonicin mind:
ice, tonic, garnish, and
a glass that immediately invites.
With an alcohol percentage of50%,the botanicals stand up well next to tonic. This makes the gin suitable for classic and seasonal serves. Think of a fresh variant withgrapefruit or cucumber, but also a winter Gin & Tonic with cinnamon.
Serving suggestion: Lorenzo’s Signature Gin & Tonic
50 ml Lorenzo’s Gin
150 ml premium tonic
Lots of ice
Garnish: grapefruit peel, cucumber ribbon, or rosemary
Winter variant: cinnamon stick and orange peel
Pour the gin into a large glass filled with lots of ice. Slowly add tonic and garnish with citrus or a green botanical. For the winter serve, you can choose cinnamon and orange, fitting for cold days and the warm atmosphere of the hotel bar.
Serving suggestion: Lorenzo’s Signature Gin & Tonic
50 ml Lorenzo’s Gin
150 ml premium tonic
Lots of ice
Garnish: grapefruit peel, cucumber ribbon, or rosemary
Winter variant: cinnamon stick and orange peel
Pour the gin into a large glass filled with lots of ice. Slowly add tonic and garnish with citrus or a green botanical. For the winter serve, you can choose cinnamon and orange, fitting for cold days and the warm atmosphere of the hotel bar.
Aroma and flavor profile
Appearance
Clear and transparent, as expected from a carefully distilled gin.
Aroma
On the nose, Lorenzo’s Gin opens with juniper, fresh citrus, and a green herbaceousness. Lemon, grapefruit, and lime provide clarity. Elderflower, chamomile, and a subtle hint of lavender give the gin an elegant, floral layer. Rosemary, thyme, and bay leaf provide a Mediterranean herbaceousness that fits well with the gastronomic environment of the hotel.
Taste
The initial sip is powerful, dry, and fresh. Juniper forms the base, supported by coriander seed and citrus. Then a spicy green layer emerges, with rosemary, thyme, bay leaf, and paradise seed. Fennel seed and licorice root provide a light roundness and length without making the gin sweet. The finish is long, dry, and aromatic. The 50% alcohol gives strength, but the citrus and floral botanicals keep the gin elegant.
Character
Lorenzo’s Gin is powerful, fresh, green-herbaceous, and pronounced. Not a soft crowd-pleaser, but a signature gin with character. A gin that fits a hotel bar where guests can expect something special.
Aroma and flavor profile
Appearance
Clear and transparent, as expected from a carefully distilled gin.
Aroma
On the nose, Lorenzo’s Gin opens with juniper, fresh citrus, and a green spiciness. Lemon, grapefruit, and lime provide clarity. Elderflower, chamomile, and a subtle touch of lavender give the gin an elegant, floral layer. Rosemary, thyme, and bay leaf provide a Mediterranean spiciness that fits well
with the gastronomic environment of the hotel.
Taste
The initial taste is powerful, dry, and fresh. Juniper forms the base, supported by coriander seed and citrus. Then comes a spicy green
low forward, with rosemary,
thyme, bay leaf, and paradise seed. Fennel seed and licorice root provide a light roundness and length,
without making the gin sweet.
The finish is long, dry, and aromatic. The 50% alcohol gives strength, but
the citrus and
floral botanicals keep the gin elegant.
Character
Lorenzo’s Gin is powerful, fresh, green-herbaceous, and pronounced. Not a soft crowd-pleaser,
but a signature gin with character. A gin that fits a
hotel bar where guests can expect something
special.
The end result: a signature gin with character
The result is a gin that does exactly what a strong private label drink concept should do: it tells a story, enhances the guest experience, and makes a brand tangible.
For Lorenzo van der Valk, Lorenzo’s Gin is a personal product with its own signature.
For Van der Valk Hotel Groningen-Westerbroek, it is a distinctive gin for the hotel bar. For Newspirits, it is a strong case where concept, branding, design, and hospitality come together. And for Brouwhoeve Distillery, it is a fine example of artisanal production in service of a professional drink concept.
Lorenzo’s Gin is not just any gin. It is a signature serve, a conversation starter, and a business card in liquid form.
The end result: a signature gin with character
The result is a gin that does exactly what a strong private label drink concept should do: it tells a story, enhances the guest experience, and makes a brand tangible.
For Lorenzo van der Valk, Lorenzo’s Gin is a personal product with its own signature.
For Van der Valk Hotel Groningen-Westerbroek, it is a distinctive gin for the hotel bar. For NewSpirits, it is a strong case where concept, branding, design, and hospitality come together. And for Brouwhoeve Distillery, it is a fine example of craft production in service of a professional drink concept.
Lorenzo’s Gin is not just any gin. It is a signature serve, a conversation starter, and a business card in liquid form.
Would you like to develop your own gin or drink concept?
This case study demonstrates how Newspirits assists hotels, restaurants, brands, and companies in developing their own beverage concepts. From the initial idea to the brand story, and from the bottle and label to the flavor profile and production: every element is tailored to the brand, the target audience, and the way the drink will be served.
In this process, Newspirits collaborates with artisanal producers such as Brouwhoeve Distillery, ensuring that concept, design, and content converge into a single professional end product.
A signature gin can be utilized as a signature serve, a hotel bar product, a corporate gift, a limited edition release, a gift for guests, or as a standout product on the menu.
Would you also like to have your own gin made, develop a private label spirit, or create a beverage concept that aligns with your brand? Newspirits collaborates with you from the initial idea all the way through to the final product.
Would you like to develop your own gin or drink concept?
This case study shows howNewSpiritshelps hotels, restaurants, brands, and companies
in
developing their own drink concept. From the first idea to brand story, from bottle
and label to flavor profile and production:
each component is tailored to the brand, the
target audience, and the way the drink will be used.
NewSpiritscollaborates with artisanal producers like Brouwhoeve
Distillery,
so that concept, design, and content come together in one professional
final product.
A custom gin can be used as a signature serve, hotel bar product, corporate gift,
limited edition, gift for guests, or
distinctive product on the menu. Would you also like to have a custom gin made, develop a private label spirit, or create a drink
concept?
create that fits your brand?NewSpiritsthinks along from the first idea to the final product.
FAQ
Lorenzo’s Gin is a powerful gin with 50% alcohol, developed together with Lorenzo van der Valk from Van der Valk Hotel Groningen-Westerbroek. The gin contains 18 botanicals and is intended as a signature gin for the hotel bar.
Newspirits developed Lorenzo’s Gin together with Lorenzo van der Valk. Newspirits was leading in concept, branding, design, bottle presentation, label, and overall brand experience. For the artisanal production, Newspirits collaborated with Brouwhoeve Distillery.
The combination of 50% alcohol, 18 botanicals, and a personal story makes Lorenzo’s Gin distinctive. The gin is powerful and aromatic, but developed to work well in a Gin & Tonic.
For this case study, a preliminary botanical direction has been developed, including juniper, coriander seed, citrus, elderflower, chamomile, rosemary, thyme, bay leaf, fennel seed, licorice root, paradise seed, and cucumber. The final recipe can be adjusted by Newspirits to match the desired taste and brand experience.
Brouwhoeve Distillery handled the artisanal production of Lorenzo’s Gin. The flavor direction developed by Newspirits was translated into a powerful and balanced distillate.
Yes. Newspirits develops private label gin and other beverage concepts for hotels, restaurants, brands, and companies. Newspirits can also assist with brand strategy, recipe, flavor profile, bottle, label, packaging, and commercial application.
A custom gin can be used as a signature serve in the bar, cocktail of the month, corporate gift, minibar product, gift for guests, or promotional product for a hotel, restaurant, or brand.
FAQ
Lorenzo’s Gin is a strong gin with 50% alcohol, developed together with Lorenzo
van der Valk from Van der Valk Hotel Groningen-Westerbroek. The gin contains 18 botanicals
and is intended as a signature gin for the hotel bar.
Newspirits developed Lorenzo’s Gin together with Lorenzo van der Valk. Newspirits was leading in concept, branding, design, bottle presentation, label, and overall brand experience. For the artisanal production, Newspirits collaborated with Brouwhoeve Distillery.
The combination of 50% alcohol, 18 botanicals, and a personal story makes Lorenzo’s Gin distinctive. The gin is powerful and aromatic, but developed to work well in a Gin & Tonic.
For this case study, a preliminary botanical direction has been developed, including juniper, coriander seed, citrus, elderflower, chamomile, rosemary, thyme, bay leaf, fennel seed, licorice root, paradise seed, and cucumber. The final recipe can be adjusted by Newspirits to match the desired taste and brand experience.
Brouwhoeve Distillery handled the artisanal production of Lorenzo’s Gin.
In doing so, the flavor direction developed by Newspirits was translated into a powerful
and balanced distillate.
Yes. Newspirits develops private label gin and other beverage concepts for hotels, restaurants, brands, and companies. Newspirits can also assist with brand strategy, recipe, flavor profile, bottle, label, packaging, and commercial application.
A custom gin can be used as a signature serve in the bar, cocktail of the month, corporate gift, minibar product, gift for guests, or promotional product for a hotel, restaurant, or brand.