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 definitely did not want a standard gin. The assignment to Brouwhoeve was therefore clear: develop a powerful, distinctive, and personal gin that perfectly matches his taste, the unique character of the hotel, and the experience in the hotel bar.
Lorenzo’s Gin had to be strong, but not harsh. Aromatic, but not perfumey. Spicy, but not heavy. And above all: particularly suitable to shine as an exclusive signature serve in a high-quality Gin & Tonic.
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 challenge of 50% alcohol
With an alcohol percentage of 50%, Lorenzo’s Gin is significantly stronger than many standard gins. This calls for masterful balance. A higher alcohol volume can give botanicals extra support and depth, but the spirit must remain smooth and elegant to drink.
It was precisely in this that the distillation challenge for Brouwhoeve lay: developing a gin that bursts with character, effortlessly stands alongside a premium tonic and garnish, while simultaneously remaining refined and accessible in the glass.
Lorenzo van der Valk and Hotel Groningen-Westerbroek
Van der Valk Hotel Groningen-Westerbroek is located a short distance from the vibrant city of Groningen and serves as an extremely welcoming hub for hotel stays, restaurant visits, business meetings, and events. With The Falcon Restaurant, a cozy hotel bar, and multifunctional rooms, the hotel brings food, drink, and guest experience together at a high level.
In such a premium hospitality environment, a unique drink concept truly comes into its own. A hotel bar is so much more than just a place to quickly grab a drink; it is the meeting place where guests arrive, relax, network, and toast to success.
A unique gin adds an extra dimension to that experience. It makes the bar more personal and provides an authentic story that staff can proudly share and guests can immediately taste. Lorenzo’s Gin perfectly aligns with that vision: it is a gin with a clear, distinctive sender, custom-made for a place where pure hospitality is central.
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 total concept of Brouwhoeve:
Brouwhoeve had full control over this project. Our strength lies not only in developing a high-quality drink but especially in building a coherent, complete concept around that drink. A bottle of gin must not only taste excellent but also fit seamlessly with the brand, the location, the target audience, and the exact moment when the guest encounters it.
For Lorenzo’s Gin, this meant a powerful translation of Lorenzo’s personal vision into a professional and immediately recognizable gin concept for Van der Valk Hotel Groningen-Westerbroek.
Brand, design, and identity
A successful private label beverage concept must be perfect at all levels. The recipe in the bottle must be masterfully balanced, but the presentation on the outside is at least as important. The bottle, the label, the color usage, the name, the underlying story, and the final serve must seamlessly merge into one whole.
It is precisely in that synergy that the added value of Brouwhoeve lies: creating a custom-made beverage concept that never feels like a standard private label, but as an authentic, high-quality own brand.
Lorenzo’s Gin thus became no anonymous gin with a logo quickly slapped on, but a directly recognizable signature gin with a strong, clear personality.
- Brouwhoeve guided within this project among other things:
The concept development of the gin
The brand positioning within the hotel
The strategic bottle advice
The exclusive design of the label
The careful choice of cap and sealing
The total presentation of the final product
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 craftsmanship in the distillery:
Masterful distillation
For the physical realization of Lorenzo’s Gin, the concept was brought to life in Brouwhoeve's own artisanal distillery. Here, the complete liquid development took place: from the meticulous assembly of the distillate and the processing of the botanicals to the final production of the gin.
The great advantage of Brouwhoeve is the unique combination of disciplines under one roof.
We monitor, on one hand, the overarching concept, the brand experience, and the commercial hospitality translation, while on the other hand, we bring in deep technical knowledge and the pure craft of distillation. This total approach results in a premium product that is perfect both in content (in the glass) and visually (on the bar).
Lorenzo’s Gin: 50% alcohol and 18 botanicals
Lorenzo’s Gin is specifically developed as a powerful, robust spirit with an extraordinarily full and aromatic base. With a selection of no less than 18 carefully balanced botanicals and a strong alcohol percentage of 50%, this is a gin that stands like a house.
This higher alcohol volume gives the gin its impressive strength and carrying capacity. As a result, the drink remains effortlessly upright in a pronounced Gin & Tonic, where the rich aromas and complex notes of the botanicals continue to emerge beautifully and recognizably even after mixing.
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 seed gives citrusy freshness and a light spiciness. It connects the juniper with the citrus and herbs in the recipe.
Lavender gives an elegant Mediterranean spiciness. This botanical should be used subtly,
so that it refines the gin without overpowering.
Angelica provides 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 aroma.
Lemon peel brings bright freshness and a recognizable citrus aroma. In a Gin & Tonic, lemon adds liveliness and excitement.
Grapefruit gives 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 gives a fresh, green citrus note. It makes the gin tighter and more modern.
Elderflower provides a soft, floral touch. Not sweet, but friendly and
aromatic.
Chamomile gives soft floral notes, light honey-like tones, and roundness. It makes the
profile calmer and more layered.
Rosemary brings green spiciness, pine-like freshness, and Mediterranean tension. This
pairs nicely with juniper.
Thymeprovides a dry, savory spiciness. This gives the gin a gastronomic character that fits well with hotel bars, restaurants, and food pairing.
The Bay leaf provides a subtle spicy and lightly savory accent. It adds depth without
becoming heavy.
Fennel seed gives a soft anise-like roundness, but less pronounced than star anise.
As a result, the profile remains refined.
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 gives a warm, peppery touch with citrus-like tension. It adds spice.
Cucumber brings freshness and a cool green touch. 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 strategic brand idea. What should this gin convey? Who is it made for? How should it be presented at the bar and how should it taste in a premium Gin & Tonic?
Brouwhoeve translated these fundamental questions into a clear concept and meticulously maintained the common thread between flavor, appearance, and the final application in the hospitality industry. Then, within our own distillery, we looked at how this vision could be realized technically and in terms of taste.
Thus, a seamless process emerged in which branding and distillation reinforce each other. Brouwhoeve acts as the creative director of the total concept and as the artisanal producer of the gin. Thanks to this unique total approach, the brand story and the liquid mastery in the bottle align perfectly.
MAKING OF:
1. Determine the desired style
The project began with the fundamental question: what should the identity of Lorenzo’s Gin be?
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. There was a need for a spirit with enough character to stand out immediately in the hotel bar, while also being accessible enough to serve as the ultimate Gin & Tonic.
Based on this vision, a strong base of 50% alcohol and a broad, layered botanical structure was chosen. The defined style: fresh, aromatic, spicy, green, and thoroughly gastronomic.
2. Selection of the botanicals
With a gin that has no less than 18 different botanicals, everything revolves around ultimate balance. Too many ingredients can quickly create a messy or indefinable flavor profile, while too few can make the gin flat. The art of the master distiller is to give each individual botanical a specific function.
In Lorenzo’s Gin, the botanicals are therefore carefully divided into five complementary flavor groups:
Base: Juniper and coriander seed
Structure: Angelica root, orris root, and licorice root
Citrus: Lemon, orange, grapefruit, and lime
Floral: Elderflower, lavender, and chamomile
Green and spicy: Rosemary, thyme, bay leaf, fennel, grains of paradise, and cucumber
This tight layering creates a gin that is constructed with crystal clarity. The base is recognizably classic, the citrus group provides lively energy, the floral layer adds subtle elegance, and the green herbs give the spirit its ultimate, unmistakable 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 composition, the gin was produced in Brouwhoeve's own distillery. During maceration, the botanicals are carefully placed in alcohol, allowing all aromas, essential oils, and flavor components to be optimally released. This is followed by artisanal distillation, where the pure, aromatic core of the gin is perfectly captured.
At Lorenzo’s Gin, it was important to find the right balance between strength and
refinement. The 50% alcohol gives the gin body and carrying power, while the botanicals provide
freshness, spiciness, length, and aromatic depth.
Brouwhoeve ensured that the distillate remained technically balanced and that the gin also
functions well in the serve. Because a hotel gin must not only convince when served neat, but especially
work well in practice: in 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 gets time to rest. In this phase, aromas come together better and
sharp edges become softer. Then the gin is filtered and bottled.
The bottle should 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 superior taste, the appearance of Lorenzo’s Gin played a decisive role in its success. Brouwhoeve developed the complete visual direction in which the gin acquired an unmistakably unique identity. The bottle, the label, and the overall presentation were meticulously designed to perfectly harmonize with Lorenzo's character, the luxurious atmosphere of the hotel, and the high-end appearance on the backbar.
The label, featuring the recognizable and iconic toucan, gives Lorenzo’s Gin an immediate clear, exclusive identity. This refined design makes the bottle personal, highly distinctive, and a direct conversation starter at the bar. That is precisely the essence of a successful signature gin: the product must not only be ordered, it must intrigue and spark curiosity in the hotel guest.
Thus, Lorenzo’s Gin is the ultimate practical example of what Brouwhoeve stands for. We do not merely develop a drink, we build strong brands and tangible hospitality concepts that leave a lasting impression.
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 premium gin for a hotel bar must not only convince when served neat; it must especially perform perfectly in the final serve.
Lorenzo’s Gin has been specifically developed with the ultimate Gin & Tonic in mind: a perfect interplay of ice, tonic, garnish, and a glass that invites the guest to order immediately.
Thanks to the powerful alcohol percentage of 50%, the 18 botanicals effortlessly stand out when they come into contact with tonic. This makes this spirit incredibly versatile for both classic and seasonal variations on the menu.
Think of a refreshing summer variant with grapefruit or cucumber, but also a warm, winter Gin & Tonic with a garnish of cinnamon. With Lorenzo's Gin, the hotel has a liquid business card that impresses every season.
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 powerful private label drink concept is supposed to do: it tells an authentic story, elevates the guest experience to a higher level, and makes a brand tangible.
For Lorenzo van der Valk, Lorenzo’s Gin is a deeply personal product with an unmistakable signature. For Van der Valk Hotel Groningen-Westerbroek, it is a unique, distinctive anchor point on the hotel bar's menu.
For Brouwhoeve, it is a strong case where strategic concept, high-end branding, graphic design, and pure distillation craftsmanship come together perfectly under one roof. It is the ultimate example of how artisanal production in-house fully serves a professional hospitality concept.
Lorenzo’s Gin is thus so much more than just a gin. It is an exclusive signature serve, a guaranteed conversation starter at the bar, and a luxurious 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 how Brouwhoeve relieves hotels, restaurants, brands, and companies from A to Z in developing a unique own drink concept. From the very first idea to a strong brand story, and from strategic bottle and label design to the exact flavor profile and the final production: every detail is meticulously tailored to your brand, your target audience, and the intended hospitality application.
Because we manage the creative concept development, the visual design, and the artisanal distillation process entirely under one roof in our own distillery, we guarantee a professional end product in which content and appearance are perfectly in harmony.
A private label gin is the ultimate way to elevate your brand. Use it successfully as an exclusive signature serve in your hotel bar, as a premium corporate gift, as a high-end limited edition, or as a deeply impressive gift for your most important guests and clients.
Do you also want to have your own gin made, develop a private label spirit, or create a drink concept that seamlessly fits your brand? Brouwhoeve thinks along with you from the very first brainstorming session to the bottled end product. Contact us today and discover the possibilities for your organization.
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
Here are some frequently asked questions
Lorenzo’s Gin is a powerful signature gin with an alcohol content of 50%, specifically developed in-house for Van der Valk Hotel Groningen-Westerbroek. The spirit is built around 18 carefully selected botanicals and is designed to shine as an exclusive bar product and in high-end Gin & Tonics.
Brouwhoeve has developed Lorenzo’s Gin in close coordination with Lorenzo van der Valk. We managed the entire process: from the initial concept, branding, and graphic design to the bottle presentation, label design, and the final artisanal distillation in our own distillery.
The unique combination of a powerful alcohol volume of 50%, a layered profile of 18 botanicals, and a recognizable brand story makes this gin extremely distinctive. The drink is robust and aromatic, yet so masterfully distilled that it remains perfectly balanced and performs excellently in the mix.
The gin has a rich and layered structure with 18 botanicals, including juniper, coriander seed, various fresh citrus notes, elderflower, chamomile, rosemary, thyme, bay leaf, fennel seed, licorice root, paradise seed, and cucumber. The recipe has been perfectly tuned by Brouwhoeve to the desired gastronomic taste experience.
The artisanal production took place entirely in Brouwhoeve's own distillery. Here, the liquid concept was translated by our master distiller into a crystal-clear, powerful, and perfectly balanced distillate that meets the highest quality standards of the hospitality sector.
Yes, absolutely. Brouwhoeve develops custom private label gins and exclusive drink concepts for hotels, restaurants, brands, and companies. We take care of everything and strategically think along about brand identity, unique recipes, flavor profiles, bottle selection, label design, and commercial usability.
A own gin or spirit is a versatile and powerful marketing tool. It can be successfully used as signature serve or cocktail in the bar, as an exclusive relationship gift, as a premium minibar product, as a luxurious gift for loyal guests, or as a unique, profitable product on the menu.