What It Really Takes to Create a Premium Spirit

Most people think making gin is simple.

A few botanicals, some alcohol, and a label, done.

But what if the reality is completely different?

On this episode of The Marty Davis Show, Alba Huff, master distiller and Chief Production Officer at Himbrimi Gin, breaks down the real process behind crafting a premium spirit from raw ingredients to the final bottle.

This isn’t just about alcohol, it’s about precision, consistency, and craftsmanship.

Who Is Alba Huff?

Alba Huff is a master distiller, sommelier, and industry leader known for:

• Over 30 years in hospitality and beverage expertise
• President of the Icelandic Sommelier Association
• Foreman of the Distillers Association of Iceland
• Chief Production Officer at Himbrimi Gin

She oversees every drop of production—ensuring that each bottle meets the highest standards of quality and consistency.

What Does a Master Distiller Actually Do?

Contrary to popular belief, the job isn’t glamorous.

It’s not just tasting spirits all day.

– “90% of what we do is cleaning.”

A typical day includes:

• Monitoring tanks and alcohol levels
• Smelling and testing batches constantly
• Managing raw ingredients
• Cleaning equipment
• Repeating the process daily

– It’s physical, precise, and highly disciplined work.

From Home Experiment to Global Product

Every great product starts somewhere.

For Himbrimi Gin, it began as:

• A home experiment
• A passion project between friends
• Years of trial and error

Alba was involved early, tasting small batches and helping refine the product before it became commercial.

– The lesson: great brands evolve over time, not overnight.

The Biggest Difference Between Homemade and Premium Spirits

Anyone can make a drink at home.

But turning it into a premium product?

That’s a different game.

The Key Difference: Consistency

• Same taste every batch
• Same quality every bottle
• Same experience every time

-“Consistency is key.”

Without it, you don’t have a brand, you have a one-time product.

Why Icelandic Water Changes Everything

One of the biggest advantages Himbrimi has:

– The water.

Icelandic water is:

• Naturally filtered through lava
• Low in minerals
• Slightly alkaline
• Smooth and slightly sweet

This creates:

• Softer texture
• Cleaner taste
• Higher-quality spirit

– In spirits, water isn’t just an ingredient, it’s the foundation.

The Science Behind Crafting Gin

Making premium gin is a multi-step process that requires precision at every stage.

Step 1: Selecting Botanicals

• Juniper (core ingredient)
• Arctic thyme
• Angelica root
• Other natural botanicals

Step 2: Crushing & Maceration

• Botanicals are crushed carefully
• Soaked in alcohol for weeks
• Flavor and color are extracted

Step 3: Resting Period

• Time allows flavors to develop
• Cannot be rushed

Step 4: Distillation (for certain styles)

• Only the “heart” of the distillate is used
• Heads and tails are discarded

Step 5: Filtration & Bottling

• Removes impurities
• Ensures consistency

– Total time: 1.5 months or more per batch

Old Tom vs. London Dry Gin: What’s the Difference?

Himbrimi produces two main styles:

Old Tom Gin

• Macerated (not distilled again)
• Slightly sweeter (uses honey)
• Richer, more complex
• Natural color variations

London Dry Gin

• Distilled version of the base
• Cleaner, sharper profile
• Uses only the “heart” of distillation
• No added sweetness

– Two styles—two completely different experiences.

Why Handcrafted Still Matters

In a world of automation, Himbrimi does things differently.

• No full automation
• Manual processes
• Hands-on quality control

– “Blood, sweat, and tears go into every bottle.”

This creates:

• Stronger connection to the product
• Higher quality control
• Authentic brand story

The Business Lesson: Precision Builds Premium Brands

This episode isn’t just about gin—it’s about business.

Key Takeaways:

1. Consistency builds trust
Customers expect the same experience every time.

2. Quality starts at the source
Bad ingredients = bad product.

3. Process matters more than hype
Premium isn’t branding—it’s execution.

4. Details define the outcome
Every step impacts the final result.

5. Reputation is fragile
Takes years to build, minutes to lose.

How to Taste Spirits Like an Expert

Most people drink incorrectly.

Here’s how to elevate the experience:

• Use larger glassware (not shot glasses)
• Let the spirit breathe
• Smell before tasting
• Take your time

– “It’s meant to be experienced—not rushed.”

The Philosophy Behind a Premium Product

At the core of everything Alba does is one idea:

– Respect the product.

That means:

• No shortcuts
• No compromises
• No cutting corners

Because premium isn’t about price—

– It’s about process and integrity.

Final Thoughts: Premium Is Built When No One Is Watching

Alba Huff’s story reveals a powerful truth:

– The real work happens behind the scenes.

• The cleaning
• The testing
• The repetition
• The discipline

That’s what creates a premium product.