Actress Emma Watson is venturing into the world of sustainable gin with the launch of Renais, a botanical gin brand made from upcycled grapes. Renais is set to debut in 40 states in July through direct-to-consumer sales, after initially being introduced in select European countries in 2023. Co-founded by Emma Watson and her brother, Alex Watson, the brand draws inspiration from French wine-making traditions and utilizes upcycled grapes infused with botanicals like juniper berries, acacia honey, and angelica root.
The Watson siblings have a close connection to the tradition of winemaking, as their father owns Domaine Watson, a vineyard in central France. Renais sources its grapes from the surplus of the family winery, ensuring a sustainable production process.
Premium gin is experiencing a surge in popularity in the U.S., with brands like Hendrick’s and Brockmans leading the trend. According to Nielsen data cited by The Spirits Business, premium gin is outpacing whiskey, vodka, and rum in growth on-premise, with a projected compound annual growth rate of 5.4% by 2029. Renais aims to offer American consumers a unique gin experience that complements classic cocktails like martinis, negronis, and French 75s.
Alex Watson, who has a decade of experience in the alcohol industry, highlighted the storytelling aspect of spirits and how Renais’ distinct origin sets it apart on shelves. The brand’s commitment to carbon neutrality and sustainable practices further enhances its appeal to eco-conscious consumers.
To promote the launch of Renais, Emma Watson’s substantial social media following, including 75 million Instagram followers, will play a key role. An advertisement directed by the actress showcases the picturesque fields of the Domaine Watson winery, adding a personal touch to the brand’s marketing efforts.
Renais joins a growing list of celebrity-backed spirit brands, with actors like Woody Harrelson, Snoop Dogg, Dr. Dre, and Ryan Reynolds entering the gin market with innovative offerings. As the demand for premium spirits continues to rise, Renais positions itself as a sustainable and distinctive choice for discerning consumers.