Premium Icelandic

Crafted Gin

What is Pure Gin?

Pure Icelandic Crafted Gin is an authentic ‘London Dry’, harmonizing 13 botanicals to create a gin that we can rightly be proud of. The term PURE is one synonymous with Iceland; a land of clear ice, glistening snow, and perhaps most importantly, the worlds cleanest water.

Known as the land of Ice and Fire, Iceland’s beauty lies in the dramatic contrasts of its landscape and the purity of both its air and its water, not to mention the free and adventurous spirit of its people.

Filtered through millennia-old volcanic rock, Icelandic water is what lends our gin its distinctive flavour and unique character. With upfront notes of pine and citrus, PURE is an aromatic London Dry Gin like no other.

The Production of Pure Gin

Crafting exceptional gin begins with a precise selection of botanicals, each chosen for their unique flavours. These botanicals steep in a seven times distilled neutral grain spirit for at least 16 hours to add depth and complexity.

The next day, distillation continues, vaporizing the liquid to collect essential oils and aromatic compounds, shaping the gin's distinct character.

To refine our gin’s profile, the final touch involves the addition of pure Icelandic water. This pristine water is a critical element in balancing the myriad of flavours. Its mineral-rich properties contribute to the Pure Gin's overall complexity, resulting in a harmonious, smooth and well-rounded spirit that captures the essence of the botanicals, the precision of distillation, and the purity of Icelandic nature.

Discover Our Botanicals

Discover the heart of PURE Gin through our meticulously curated 13 botanicals.

Scroll down to explore their unique contributions, from the zesty brightness of lemon to the floral and herbaceous elements of heather.

These botanicals come together in perfect harmony, crafting a flavor profile that's enchanting and extraordinary. Dive into the world of PURE Gin and savor the craftsmanship in each sip.

Juniper

The backbone of any gin, juniper berries provide a resinous pine flavor and a touch of sweetness that sets the stage for other botanicals.

Angelica Root

Known for its earthy, woody notes, angelica root acts as a binding agent that harmonizes various flavors in the gin.

Orris Root

Orris root offers sweet, floral aromas and acts as a fixative, stabilizing the volatile aromatic compounds in the gin.

Lemon Peel

Lemon peel adds a zesty, tart kick, enhancing the gin's brightness and giving it a refreshing edge.

Cardamom

Cardamom brings a complex herbal and spicy dimension, adding depth and exotic notes to the gin.

Grapefruit

Grapefruit lends a distinctive citrus flavor, adding a tangy sharpness that complements the gin's sweetness.

Birch Bark

Birch bark contributes a subtle sweetness and rounded characteristics, smoothing out the gin's overall profile.

Coriander Seeds

Coriander seeds offer a warm, spicy tang with a citrus finish, adding complexity and a hint of exoticism.

Orange Peel

Orange peel provides a balance of sweet citrus and bitter pithy notes, enriching the gin's aromatic profile.

Crowberry

Crowberry adds a tart and tangy element, giving the gin a fruity complexity and a touch of acidity.

Heather

Heather infuses the gin with floral and herbaceous notes, adding a layer of botanical richness.

Dandelion

Dandelion brings an earthy, bitter, and nutty profile, adding depth and a slightly medicinal quality.

Liquorice

Liquorice contributes anise and fennel notes along with a natural sweetness, balancing the gin's bitterness.

Crafting Artistry: The Design Behind PURE Gin

This bottle design is named ‘The Sun’, a tribute to Iceland, where daylight lingers even in Reykjavík's midnight bars.

Local Icelandic designer Jón Ingiberg sought to encapsulate this essence with a label that exudes sophistication and fresh elegance. He carefully chose colours, shapes, and imagery inspired by Iceland's natural wonders, including rivers, waterfalls, lakes, and our pristine Icelandic water.

Pure Gin is not just a drink; it's a journey. Scroll down to dive into the captivating world of our labels and learn more about the three iconic Icelandic waterfalls depicted on our gin bottles.

Crafting Artistry: The Design Behind PURE Gin

SKÓGAFOSS

63.5321°N, 19.5114°W

Skógafossis a classically shaped rectangular waterfall that tosses over millions of gallons of water down 60m in the Skógá River. After standing in front of this giant phenomenon, feeling the fresh breeze of the water bursting down and hearing the massive sound of the nature, we were sure that Skógafosswould feature one of our first bottles produced. Visiting the Skogafoss waterfall is an extremely moving experience both during summer and winter.

DYNJANDI

63.5321°N, 19.5114°W

A short, but beautiful walking trail takes you to the beautiful Dynjandi, a waterfall made up of a series of 7 different waterfalls. Each of the waterfalls is beautiful, but the further up you go, the more spectacular the view is. Going all the way to the top is a must. We decided to include this waterfall in our first production run as this is a favouriteof one of the founders of PURE Icelandic gin. Dynjandi translates to ‘thunderous’ or ‘booming’ which is an understatement when you look at the size and listen to the sound of it.

Goðafoss

65.6828°N, 17.5502°W

Goðafoss, the Waterfall of the Gods, is one of Iceland’s true pearls and one of Iceland’s largest waterfalls located in Skjálfandafljót River close to Akureyri, the capital of the north of Iceland. It has a drop of 12 m and a width of 30 m. We wanted to include this waterfall on our labels as it was the site of an important moment in Icelandic history. In the year 1000, when Iceland decided to convert from Paganism to Christianity, ÞorgeirLjósvetningagoði the Viking lawspeaker, famously stood at the top of Goðafoss and threw the old Pagan idols into the water. This symbolic moment was transformational for Iceland but did not actually stop people from practising their Old Norse religions. They just had to do so in “secret”. Goðafossre presents history, power and vigourthat we feel fits one of our PURE Gin bottles perfectly.

RECYCLING

At PURE Gin, our deep commitment to sustainability is reflected in every aspect of our brand. When we carefully selected the bottle for our product, we aimed to uphold the core philosophy of PURE Gin: a blend of purity, simplicity, and classic elegance, all with a subtle complexity waiting to be discovered. The exquisite Portuguese Rosewood capsule not only adds a touch of grace but is also designed for enduring enjoyment. We encourage you not to discard the bottle but to embrace the opportunity for creative reuse – just as we do! You can explore various possibilities, such as repurposing it for scented oils, infusing vinegars, or even transforming it into an elegant water container. We're excited to see your innovative ideas.