Visual artist Hebru Brantley and Peter Ibrahim have launched The Old G, an independent gin brand that has expanded to almost 750 locations throughout the United States. Since 2024, the company has sold over 2,000 cases, carving out a niche in a competitive market by emphasizing brand representation and a distinct, minimalist design. The partnership leverages Brantley’s background in visual arts and Ibrahim’s nearly two decades of experience in the spirits business to challenge traditional market narratives.
The name of the brand is derived from the concept of the “OG”—a mentor figure who provides guidance and helps others navigate challenges. By adopting the name “The Old G,” the founders aim to create a timeless identity that resonates across various demographics rather than limiting the brand to a specific subculture. Both founders have emphasized that their entry into the spirits market was driven by a perceived lack of diversity among high-level leadership and brand aesthetics in the industry.
Industry Background and Brand Development
Peter Ibrahim, whose career in the spirits industry spans nearly 17 years, noted that the barriers to entry for new, independent brands are significant. According to Ibrahim, the industry is often characterized by nepotism, making it difficult for newcomers to gain a foothold without pre-existing connections or starting at the bottom in roles such as delivery driver or assistant. The founders spent years developing the product before its market debut, focusing on creating a gin that could appeal to consumers who typically prefer vodka or tequila.
The development process involved extensive work on the liquid’s flavor profile. Ibrahim stated that the goal was to avoid the heavy juniper notes often associated with traditional gin, instead crafting a spirit that could be consumed neat, on the rocks, or in simple cocktails. The choice of gin as their primary product was strategic; unlike many other spirits, gin allows for a complex, recipe-based approach where botanicals can be adjusted to refine the final product’s identity. The distinctive black bottle was designed to maintain a minimal, recognizable presence on retail shelves and behind bars.
Market Performance and Industry Recognition
Despite the challenges associated with launching an independent spirits brand, The Old G has received notable industry accolades. The gin was awarded “Best Gin in Show” in Las Vegas and earned a Double Gold medal in San Francisco. These honors serve as a validation of the founders’ efforts, though both Brantley and Ibrahim maintain that these milestones represent only the beginning of their long-term growth strategy.
The business model relies on a “scrappy” operational approach, which includes the founders personally handling tasks such as sample creation, delivering stuff, and direct outreach. Ibrahim emphasized that this hands-on involvement is a necessity for independent companies that lack the massive marketing budgets of large conglomerates. The company’s expansion to almost 750 locations since 2024 highlights the effectiveness of this approach in gaining traction within a crowded marketplace.
The Importance of Ownership and Representation
A core mission for The Old G is to address the lack of representation for people of color within the spirits industry. For Ibrahim, this meant creating a brand that reflects his Egyptian heritage and provides a visual and cultural identity that was previously absent in the sector. Brantley, drawing on his experience as an independent artist, views ownership as a critical tool for controlling one’s own narrative. He stated that the ability to build a company independently allows them to avoid leaving narratives in the hands of people who care less or are less competent or capable.
Looking ahead, the founders plan to expand into all markets within the United States and eventually stretch across the world. They also intend to use the company’s success to reinvest in art programs and create opportunities for others to establish their own ventures. This commitment to community-based growth remains a central tenet of their business philosophy, as they continue to navigate the logistical hurdles of the spirits trade, including working with distributors in every single state.
Advice for Entering the Spirits Business
For those looking to enter the spirits industry, Ibrahim advises gaining direct experience before attempting to launch a brand. He estimates that 92% of new brands fail because founders lack a deep understanding of the industry’s operational requirements, such as the complexities of distribution and retail relationships. According to the founders, success requires more than a strong social media presence or creative ideas; it demands a functional knowledge of the industry.
The founders continue to manage their operations with a focus on long-term sustainability. As The Old G continues to build its presence, the team remains focused on refining their brand identity and expanding their consumer base through direct engagement and quality-focused production. Further updates on the company’s expansion and upcoming retail partnerships are expected as they move toward their five-year growth objectives.
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