Hebru Brantley and Peter Ibrahim on Building The Old G Gin Brand

Visual artist Hebru Brantley and spirits industry veteran Peter Ibrahim have successfully launched The Old G, an independent gin brand that has secured distribution in nearly 750 U.S. locations. Selling over 2,000 cases since 2024, the brand distinguishes itself through a minimalist aesthetic and a recipe-driven approach designed to capture consumers from the vodka and tequila segments.

The Intersection of Fine Art and Spirits Logistics

The spirits industry, often characterized by high barriers to entry and entrenched corporate structures, has seen a recent disruption from the unlikely partnership of Brantley and Ibrahim. While Brantley’s background lies in global gallery exhibitions and visual arts, Ibrahim brings nearly two decades of operational experience from within major beer and spirits conglomerates. Their collaboration, The Old G, was born from a desire to bridge the gap between creative brand identity and the rigorous demands of the supply chain.

According to Ibrahim, the industry remains a “small world” frequently dominated by nepotism, making independent entry nearly impossible for those without established networks. For the founders, success required moving beyond the standard influencer-led brand model. They opted for a “scrappy” operational framework that involved self-distribution and direct engagement with retailers, a stark contrast to the massive marketing budgets typically deployed by global spirits conglomerates.

Market Positioning and the “Gin Gap”

The Old G’s market entry strategy targets a specific void in the current spirits landscape: the lack of diverse representation at the ownership level. Ibrahim notes that for many years, the boards and executive offices of major spirits companies lacked the diversity found in their consumer base. By focusing on gin—a spirit that allows for precise, recipe-based botanical customization—the founders sought to create a profile that appeals to drinkers who typically avoid the category due to negative associations with “overly junipery” or archaic flavor profiles.

The brand’s visual identity, characterized by a distinct, minimalist black bottle, serves as a primary tool for shelf-level differentiation. This design choice represents a calculated effort to compete with established, century-old legacy brands.

Industry Validation and Future Scalability

Despite the challenges inherent in launching a new independent spirit, The Old G has achieved significant external validation. The brand secured “Best Gin in Show” honors in Las Vegas and a “Double Gold” award in San Francisco. These accolades serve as critical benchmarks for the company, signaling to both distributors and consumers that the liquid quality holds up against established market incumbents.

The founders view the next five years as a period for controlled expansion. Beyond mere sales volume, Brantley emphasizes that the brand’s long-term success is tied to its ability to facilitate community reinvestment and create opportunities for emerging entrepreneurs.

Navigating the Barriers to Entry

The path for aspiring spirits entrepreneurs is rarely straightforward. Ibrahim warns that the high failure rate of new brands—cited at approximately 92%—is frequently linked to a lack of deep industry knowledge. Relying on social media followings rather than understanding the nuances of three-tier distribution systems and state-by-state compliance is a common pitfall. For those looking to enter the sector, the founders recommend starting from the ground up, whether through logistics, marketing, or sales roles, to gain the necessary operational fluency before attempting to launch a proprietary label.

The name “The Old G” itself reflects this ethos of mentorship and shared experience. By positioning the brand as a tribute to the “OG”—the mentor who helps others avoid early-stage mistakes—Brantley and Ibrahim are attempting to build a narrative that is both personal and timeless. As they continue to expand their reach, the founders remain focused on maintaining control over their own narrative, a principle that has defined Brantley’s career in the fine arts and now serves as the foundation for their business operations.

Disclaimer: The views and cultural analyses presented in this article are for informational and entertainment purposes only. Information regarding legal disputes or financial data is based on available public records.