Diageo to launch new super-premium gin Villa Ascenti

Strengthening our world leading gin portfolio with an Italian gin made with signature ingredients from the hills of Piemonte

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Today we announce the launch of a new super-premium Italian gin, Villa Ascenti.

Launching in May 2019, at a time when the super-premium and ultra-premium gin categories are the fastest growing segment within gin in Europe*,  Villa Ascenti will initially be available in 14 European countries. 

The new €420,000 (£360,000) distillery has been built on the site of our brand home, Villa Ascenti, in Santa Vittoria and has seen the refurbishment of a Frilli copper pot still from the 1970s. Steeped in Italian provenance, Villa Ascenti celebrates the excellence of the region in local ingredients and expertise.

Our Master Distiller, Lorenzo Rosso is a trained winemaker and distiller born and bred in the Piemonte region and has over 20 years’ experience with Diageo. Lorenzo will work with local producers and farmers in the community in Italy’s northwest Piemonte region, to source local ingredients for Villa Ascenti Gin. These include Moscato grapes, fresh mint and thyme with the herbs distilled within hours of harvest.

Moscato grapes, a signature taste of the region, are harvested in August and September when the fruit is at its best, before undergoing three distillations. During the final distillation, Moscato grapes are infused with Tuscan juniper berries in the distillery’s newly refurbished Frilli copper pot still. The resulting liquid embodies the classic flavour of gin, whilst capturing the taste of the brand’s homeland in Piemonte, to deliver a harmonious liquid with a fresh and light taste.

“We are incredibly excited to launch Villa Ascenti Gin, which will join our luxury spirits portfolio, Diageo Reserve, and enables us to really strengthen our gin portfolio which includes world class gins Gordon’s, Tanqueray, Tanqueray No. TEN and Jinzu.”

Tanya Clarke

General Manager of Diageo Reserve Europe

“It has been an absolute privilege to be involved in developing Villa Ascenti Gin and to have the chance to showcase the very best of Piemonte to the world. It’s a beautiful gin with the region at its heart in its aroma and flavour, but also in how it’s best enjoyed – around the table with friends.”

Lorenzo Rosso

Master Distiller for Villa Ascenti Gin at Distilleria Santa Vittoria