How a Small Idea in Iceland Became a Global Craft Spirits Brand

What if a simple idea, shared between friends in a remote part of Iceland, could turn into a global brand?

On this episode of The Marty Davis Show, Dale Saferstein and Rebecca Quiñones share how Himbrimi Gin went from a passion project in Iceland’s rugged wilderness to one of the most talked-about craft spirits in Miami.

This isn’t just a story about gin, it’s about vision, timing, and building a brand that people connect with.

Who Are Dale Saferstein and Rebecca Quiñones?

Dale Saferstein and Rebecca Quiñones are leaders in the hospitality and luxury beverage industry.

Dale:

• CEO of Himbrimi Gin (Americas)
• Background in major hospitality groups like Tao Group
• Built his career from busboy to executive

Rebecca:

• CEO of Q Consulting Firm
• Helped launch global brands like Don Julio and Ketel One
• Expert in luxury beverage marketing and brand strategy

Together, they are driving Himbrimi’s expansion into the U.S. market.

The Origin Story: From Iceland’s Wilderness to a Global Brand

Himbrimi Gin began with two friends:

• Óskar Ericsson (Iceland)
• Unnur Karlsson (Italy)

They reconnected years after meeting in school and began experimenting with gin recipes in Iceland’s remote Westfjords, a place so isolated it barely shows up on maps.

What started as:

• A passion project
• A shared dream
• A creative experiment

–  Became a brand now expanding globally.

What Makes Himbrimi Gin Unique?

In a crowded spirits market, differentiation is everything.

Himbrimi stands out because of:

1. Icelandic Water Quality

One of the purest water sources in the world—critical since spirits are mostly water.

2. Unique Botanicals

• Arctic thyme
• Angelica
• Wildflowers
• Citrus elements

3. Craft Distillation

Every bottle is handled by a master distiller, ensuring consistency and quality.

4. Authentic Story

Not manufactured, lived and experienced

– The result: a product that’s both premium and memorable.

Why Miami Was the Perfect Launch Market

Miami isn’t just a city, it’s a global gateway.

Himbrimi chose Miami because:

• Strong hospitality and nightlife culture
• High-end consumer base
• Global tourism hub
• Direct flights from Iceland (perfect timing)

– “The stars aligned.”

This strategic move positioned the brand for rapid exposure and growth.

The Business Behind Building a Spirits Brand

Launching a beverage brand isn’t easy.

Challenges include:

• Regulations and compliance
• Import logistics
• Distribution systems
• Competitive market saturation

But success comes down to one thing:

– Product quality + relationships

Where You Can Find Himbrimi Gin in South Florida

Himbrimi is already making waves in top venues:

• Design District bars
• Calle Ocho hotspots
• Brickell luxury locations
• Fort Lauderdale venues

The strategy?

– Start with the right places, not just more places

What Entrepreneurs Can Learn From This Story

This episode is packed with real business lessons:

Key Takeaways:

1. Start small, but think big
A cabin experiment became a global brand.

2. Quality always wins
If the product isn’t great, nothing else matters.

3. Story drives connection
People buy into stories, not just products.

4. Timing matters
Market entry can define success.

5. Build the right team
Execution requires the right people.

How to Launch a Product in a Competitive Market

Dale and Rebecca highlight three critical strategies:

1. Stay True to Your Brand

Don’t chase trends, build identity.

2. Understand Your Target Market

Know who you’re selling to and why.

3. Be Patient

Growth takes time, momentum builds gradually.

The Future of Craft Spirits and Consumer Trends

The market is evolving.

Today’s consumers:

• Drink less, but better
• Value quality over quantity
• Seek authentic brands
• Care about story and origin

– Himbrimi fits perfectly into this shift.

Balancing Lifestyle and High-Performance Business

In an industry filled with:

• Late nights
• Events
• Social pressure

Success requires discipline:

• Health awareness
• Moderation
• Personal balance

– Long-term success requires sustainability.

Final Thoughts: From Passion to Global Opportunity

The Himbrimi story proves:

• Big ideas can come from small places
• Passion can turn into a global brand
• The right strategy turns vision into reality

It’s not just about building a product, it’s about building something people believe in.