Anticipating a resurgence in Gin's popularity, well before the gin boom of recent years, Smudge conceived this fearless concept for the pre-mix sector to introduce a fresh and dynamic element to the market. It was bold, a market disruptor and most certainly laid to rest the preconception of gin being merely an 'old woman's' drink. Gin could be cool again.

A cautious approach by the drinks business resulted in a short lifespan but it demonstrated a foresight into a, then, potential market. Now its huge.