Any gin fan has a perfect gin and tonic ‘moment’ in mind – clinking ice cubes, sunshine, perhaps a favourite garnish. For Elwyn Gladstone, it’s with a slice of lemon on the Amalfi Coast. This perfect gin and tonic moment is what inspired Malfy Gin, a brand built by Gladstone in the basement of his home, dreaming of that citrus-laden Italian G&T. From these humble beginnings, the incredibly successful Malfy Gin was born, sporting a retro hotel-style label, top-notch liquid and, of course, Amalfi lemons.
Now, he’s moving into the world of whisky with new brand The Gladstone Axe Scotch Whisky, a blended whisky aged in oak barrels, and named after Gladstone’s great great grandfather, prime minister William Ewart Gladstone.
In this week’s episode of The Drinking Hour podcast, Gladstone speaks with host David Kermode about what it takes to build a successful drinks brand, his restless approach to innovation and why he’ll never go into politics despite his lineage.