Diageo Unveils New Italian Gin Villa Ascenti

Diageo has announced a new Italian distillery and premium gin.

The brand, Villa Ascenti, will initially launch this May in 14 European countries.

The new $469,000 distillery was built on the site of Villa Ascenti in Santa Vittoria, and includes the refurbishment of a Frilli copper pot still from the 1970s.

Master Distiller Lorenzo Rosso is a trained winemaker and distiller from the Piemonte region and has over 20 years of experience with Diageo. Lorenzo will work with local producers and farmers in the community in Italy’s northwest Piemonte region, the company says, to source local ingredients for Villa Ascenti Gin. These include Moscato grapes, 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 flavor of gin, the company says, while “capturing the taste of the brand’s homeland in Piemonte, to deliver a harmonious liquid with a fresh and light taste.”



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