• by Fern Siegel , October 15, 2025

The Old G gin company, founded in 2024, is turning the spirits business into art. 

Carlyle Street is running a new campaign for The Old G gin's new 200ml pocket bottle, a sculptural form that differs from traditional gin packaging. Co-founder Hebru Brantley designed the bottle, with an embossed label, and provided the inspiration for the creative.

The campaign is centered on social and paid digital ads targeting Black Americans. The company says the idea is to create a more accessible and affordable gin that tastes great and has healthy ingredients. 

Its founders — Brantley, an acclaimed artist, and Peter Ibrahim, a spirits industry veteran who practiced law in the U.K. — see the new portable size as being an important expansion of its popularity with consumers. Old G uses organic botanicals and a meticulous distillation process. Nine times distilled to ensure smoothness.

Old G is a London Dry Gin — no artificial flavors, colors or additives.

“This isn’t just another gin. It’s a testament to hard work, representation and the power of community,” says Brantley.