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Príncipe de los Apostoles: a story of Argentinian premium gin

Laura Hendrikx

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Príncipe de los Apostoles: a story of Argentinian premium gin

Latin America’s very first artisanal gin in, Príncipe de los Apostoles was launched seven years by Renato Giovannoni, known to most as Tato, and manager of the famed Florería Atlántico in Buenos Aires, which was named South America’s best bar in 2019.

Trained as a graphic designer, Giovannoni designed the gin’s label, before designer Guillo Milia applied the finishing touches. While its Art Deco style is a tribute to France—home of the juniper consumed by the local gauchos—the red lettering evokes the hue of the land in northeastern Argentina, main producer of maté grass, the flagship ingredient of the product and the country's emblematic beverage. This local reference is underlined by the sky blue background recalling Argentina’s flag. 

A desire for differentiation and a need for practicality guided the choice of the bottle. Tato’s experience as a bartender meant that he wanted the bottle to a shape that was both easy to handle and to store; he chose a model with a long neck and slightly curved lines (Verallia). With its rather streamlined design, the bottle contrasts with existing gins, while evoking Argentina’s winemaking tradition. 

Be it Verallia for its glass bottles or Nomacorc for the cork closures, Príncipe de los Apostoles’s packaging suppliers all work in the wine sector and are based in the wine-producing provinces of San Juan and Mendoza, where the gin is distilled. This strategic location, highly coveted by exporters, has contributed to the brand’s expansion across international markets: it is currently sold in 18 countries across Europe the Americas. However, it remains the leading premium gin producer in Argentina, a market that accounts for 80% of its sales. 

Príncipe de los Apostoles aims to consolidate its reputation as a spirits producer by expanding its portfolio: last year it launched a new gin (with a stronger alcohol content) and a vermouth. Currently in the pipeline is a vodka using Argentinian wheat. The packaging for these new products will retain the same spirit as its gin: shapes that evoke the world of wine donning labels that are both retro and modern and recall Argentina’s history. 

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