The Queen of the Alps and the Opera singer
Zirbin Gin
A story by
Ellen Rosenfeldt
Every Tyrol hiker knows the Swiss pine. These majestic trees grow on rocky cliffs, are tolerant of severe wind and ice, and get to live up to 1 000 years. The locals lovingly refer to them as the ‘Queen of the Alps’.
The Opera singer, Florian Stern from Wahl-Innsbruck, is also a gin lover – however, he felt that the usual souvenirs from the elegant Austrian metropoles provided little interest and didn’t add a lot of value. To bridge this need, he produced and released a gin from the Tyrol Swiss pine, called the ‘Zirbin’. A graphic designer in Dresden, and a paper factory located at the Tegernsee, led Florian to Vollherbst, where he met our Client and Sales Manage for a beer – thus initiating the first client collaboration and a successful partnership.
Step 01
Brand & Personality
The immortal Tyrolean tree
Trees can survive for centuries, an aspect that has fascinated humans since the beginning of time. The Swiss pine, also called the Swiss stone pine, is no exception. It can grow up to 2000 meters tall, giving this tree has a majestic view over the Tyrolean valleys. The branches grow slowly, but tenaciously, into the sky and their roots grow similarly persistent into the earth. In Alpine fairy tales, these trees are described as having powers to protect exhausted hikers. During the middle-ages the pinecones symbolised immortality. The combination of these elements is simply a perfect template for a regional brand name. The “Zirbin” not only embodies the unique taste of the Swiss stone pine in a gin, but it also represents the Tyrol region. The fruity- blossom base notes are symbolic of the Tyrolean valleys, whereas the mountains are embodied in the oily-wooden character of the “Zirbin”. Apart from the pine flavour, additional aromas also come to the fore: not only the traditional juniper berries, but also the Angelica root and seeds, frequently also called Angel root, cardamon, coriander, ginger root, lavender blossoms, cinnamon bark, Ceylon sticks and dried lemon peel.
Step 02
Challenge
A noble gin without an Alp-character
Florian hails from Berlin. In 2012 he found employment as an opera singer with Landestheater in Innsbruck. He sang tenor, and most notably, played the part of Tony in the “The West Side Story.” Innsbruck was a happy windfall, as Stern felt himself at home in the capital of Tyrol – he had married, and his wife and child moved there with him.
Stern was taking note of the worldwide hype around gin, and this elicited a pivotal question: why wasn’t there a gin which reflected a relationship with Tyrol? Furthermore, he felt disappointed by the ‘sentimental’ Alpen souvenirs on offer: varying from snow globes to chamois brooches (Gamsen brooches).
He was contemplating a taste that would be representative of the region, and while mountain hiking, he conceptualised the idea of the “Zirbin”. He set out to find a distillery who he could develop a recipe with. His idea was for the Swiss pinecones to be conserved in alcohol to release their unmistakeable character. The result was a “Zirbin” with gentle stone pine aromas, not overpowering, but subtle with delicate flavours in the foreground. Florian consciously avoided the umpteenth dominant taste of stone pine schnapps, which was occasionally served in Alpine huts. The label and bottle had to express the modern signature of a Swiss stone pine beverage. Florian’s eventual goal was to have the gin available in all the “cool” bars and delicatessen outlets of the city.
Step 03
Lösungsansatz
A consultant from Dresden, premium uncoated paper from Tegernsee and Vollherbst
Florian’s communication consultant from Dresden recommended consultations with Gmund paper manufacturer from Tegernsee and Vollherbst print company in Kaiserstuhl. Thus, completing the circle!
The most prominent feature on the label is “Gmund Wood Paper” a premium uncoated paper. The colour of the paper, its gloss, texture and delicate grains are authentically reminiscent of wood, as though one had simply peeled the bark from a tree. It elicits a tactile response – an urge to actually touch and feel this paper.
Gmund, a small family-run manufacturer situated on the Tegernsee, has a longstanding working relationship with Vollherbst, and it is regarded as a premium supplier in the industry. Notably, the famous Oscar golden nominee envelopes and cards, originate from Gmund.
The label for the “Zirbin” was kept simple. The effect created by using serif typeface fonts, blended by hot stamping foil, allows the name to elegantly take center stage. The pinecones tower over the lettering red. Once the design was completed, the graphic artist implored Florian to go to Vollherbst for printing:“You may deduct a few hundred Euros from my wages, but please go to Vollherbst!” Florian did not regret this referral: “the label presents exceptionally well. The tactile label merges perfectly with the hot stamping foil. I also did not experience any problems with shipping or despatching. Not a single pare has ever flaked or peeled off!”
The bottles were initially sealed with spruce corks made from pinewood. Florian’s first task was to locate a manufacturer able to process the resinous wood. The bottles, an Italian design, is reminiscent of apothecary bottles.
Facts
- Paper: Gmund Wood Paper
- Finishing: hot stamping foil gold
- Colour: Pantone spot colour red
Step 04
Success
The design open doors to bars and delicatessens
Vollherbst CEO, Matthias Vollherbst took an active role during the project and personally advised Florian throughout. Together, they devised a feasible solution: Florian would fill the first bottles and tour the city's bars with the "Zirbin". This kind of marketing yielded success. At first sight many customers were in awe of the gin’s “oh so very cool look”. Thereafter the gin captured the scent and taste buds of sommeliers, restaurant chefs, barkeepers and business managers. Since its launch, approximately 80% of pitches have been successful and have resulted in numerous listings commercially and in the hospitality industry.
It is always nice to know a client personally. Therefore, Client and Sales Manager travelled to Innsbruck in 2020 – a visit which took Florian completely by surprise! They met for a beer and had conversations about the product and had a friendly conversation.
Florian’s social media presence is also extremely successful, success which he wanted to amplify with the augmented reality app, LABELinmotion. He was enthralled about the possibilities, notably the “oh so cool” thought of a virtual Swiss stone pine growing from the label, or the pinecones rotating or twirling around.
The next batch of “Zirbin” gin has just been bottled - this time far exceeding previous quantities. The Vollherbst Team rejoices in Florian’s success. Upon completion of the new showroom, Florian wishes to visit Vollherbst in Kaiserstuhl.
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Ellen
Rosenfeldt
