Seventy One Gin Expands Its Ultra-Luxury Lineup With the Launch of Eau De Minuit

Published on October 15, 2026

While the global spirits market features countless varieties of white and clear spirits, gin has traditionally occupied a space where bottles rarely command ultra-premium prices. The vast majority of gin brands on the market top out at around $50, catering to cocktail enthusiasts and bartenders looking for versatile mixing options without an exorbitant price tag. However, a growing ultra-luxury segment has begun to emerge over the last several years, challenging traditional perceptions of what gin can be and how much consumers are willing to pay for it.

At the forefront of this high-end movement is Seventy One Gin, a relatively young brand that has carved out a distinct niche in the ultra-luxury spirits category. Building upon the success of its flagship offering, the brand is expanding its portfolio with a brand-new, highly anticipated barrel-aged expression. Known as Eau De Minuit, this sophisticated new release commands a suggested retail price of $275 per bottle, firmly positioning it alongside high-end whiskies, tequilas, and cognacs in terms of both pricing and craftsmanship.

Seventy One Gin was originally established in 2021 through a creative collaboration between renowned fashion photographer Mert Alas and entrepreneur Tasso Ferreira. Over the past five years, the brand has experienced rapid expansion, moving beyond traditional retail channels to secure placements in some of the most prestigious luxury hotels and high-end hospitality venues around the world. The brand’s distinctive nomenclature and production philosophy stem from its unique maturation process. The core expression of Seventy One Gin is aged for precisely 71 nights in a curated selection of virgin European oak casks, ex-Pedro Ximenez sherry butts, and ex-Cognac barrels.

The emphasis on measuring the aging process in nights rather than days serves as an intentional marketing flourish, but it underscores the brand’s boutique approach to production. This distinctive maturation imparts a pale yellow hue to the spirit, while simultaneously introducing complex barrel notes of toasted oak and dried fruit. These woody characteristics intermingle with a meticulously crafted palate shaped by a diverse array of botanicals. The botanical bill includes traditional juniper, coriander seed, Damask rose, and Nigerian ginger, alongside a rare and evocative ingredient known as queen of the night—a nocturnal cactus flower that blooms only in the dark.

Rather than tossing all the ingredients together in a traditional distillation run, Seventy One Gin employs a specialized production technique. Each botanical is distilled entirely separately before being expertly blended together by the production team. Master distiller Steve Wilson has frequently noted that this intricate blending methodology was heavily inspired by the world of high-end perfumery, an influence that is mirrored directly in the minimalist, elegant design of the custom-molded bottle.

The brand-new Eau De Minuit expression represents the culmination of half a decade of intensive development. Conceived, refined, and brought to life by Mert Alas and Steve Wilson over the past five years, this ultra-premium iteration takes the foundational concepts of the original gin and elevates them through an entirely different barrel-aging program. For Eau De Minuit, the master distiller sought out a completely new combination of wood types to impart depth, structure, and nuanced flavor profiles without overshadowing the botanical core that defines the Seventy One identity.

The liquid for Eau De Minuit was aged in a triad of distinct wood types: Pyrenean black oak, Vosges French oak, and American oak. Working with these three specific varieties presented a unique set of technical hurdles for the production team. The primary challenge, according to Wilson, was achieving the rich depth and structural complexity traditionally associated with heavily aged wood spirits, all while preserving the delicate botanical character that makes Seventy One distinctive.

Each type of oak plays a specialized role in shaping the final liquid. According to the master distiller, every oak contributes something different—providing structure, refinement, and roundness—while ensuring that the botanical ingredients remain at the very heart of the spirit. The Pyrenean black oak was intentionally selected to introduce robust notes of black spice, toasted wood, and dark fruit. Meanwhile, the Vosges French oak contributes sophisticated flavors reminiscent of aged prune and cured tobacco. Finally, the American oak rounds out the profile by bringing classic, inviting notes of sweet vanilla, toasted almond, and rich cream to the palate.

To ensure optimal extraction and harmony between the wood and the spirit, the casks are systematically rotated throughout the aging process to encourage active interaction between the liquid and the staves. True to the brand’s signature methodology and its namesake, Eau De Minuit spent precisely 71 nights maturing in these carefully selected barrels before being deemed ready for bottling.

Seventy One Gin Eau De Minuit becomes available to consumers starting today in the United States, carrying a suggested retail price of $275. The ultra-luxury expression is being distributed through exclusive retail channels, sold primarily via Collezione New York and directly through the official Seventy One Gin brand website. In addition to these direct-to-consumer avenues, aficionados and spirits enthusiasts will also be able to find the new expression poured at select high-end hotels and fine-dining restaurants across the country as distribution expands within the luxury hospitality sector.