Dita Von Teese launches ‘provocative’ French gin

Burlesque dancer Dita Von Teese has debuted Sweet Gwendoline French Gin to the US market.

Inspired by the work of iconic fetish artist and publisher, John Willie, the French gin has been sourced in the South of France. The gin was founded by spirits industry veteran Larry McGearty, who was part of the team that created Sailor Jerry Rum, in partnership with Dita Von Teese, ‘The Queen of Burlesque’, whose work draws inspiration from Willie's art. "The world of John Willie’s Sweet Gwendoline is playfully risqué, with distinctive characters who have long fascinated me, and continue to inform my style, both on and offstage,” commented Von Teese. “For our first launch event, we created an immersive tasting experience for the bartending community, presenting the deliciously perfumed gin in a sensual way, while paying homage to John Willie’s iconic, powerful characters, but with our own modern representations." Sweet Gwendoline French Gin has been designed to ‘rethink the gin category’, having been created to not require an additional ingredient or mixer to enhance its unique flavour. It is infused with fig and six additional botanicals: juniper, cardamon, coriander, angelica, lime, and sweet orange. The addition of French white wine provides a unique, citrus finish. The gin offers a ‘provocative and intriguing visual aesthetic’, and is marketed as a lifestyle brand that already boasts a 'sizeable, ready-made audience' made up of fans of the artistry and story of the brand, as well as its celebrity partner. It is aimed at consumers that are looking for ‘an authentic brand experience based on glamorous, edgy pleasures’. "I have a passion for the artistry associated within subcultures," commented McGearty. "Sweet Gwendoline French Gin is a result of the lifelong appreciation I have for the fetish artistry of John Willie. This gin has been 10 years in the making and is now here for your enjoyment." Distributed by Frederick Wildman, Sweet Gwendoline French Gin is now available in US states New York, California, Texas, Colorado, Florida, Illinois, and Wisconsin, as well as online for shipping to 30 states and Washington, DC. It is bottled at 40% ABV and retails for US$39.99. In December, London-based bar Swift debuted a new menu which featured a cocktail inspired by Dita Von Teese.