Gin company Whitley Neill is giving away £25,000 worth of diamonds in a bid to reignite the age-old tradition of handing down heirlooms, after its research revealed that the practice is at risk of dying out. According to the brand’s research, almost half (43 per cent) of UK adults believe that they don’t own anything of true sentimental or monetary value that they could pass on.
Reasons for this include the view that items are more ‘disposable’ now (21 per cent), and that modern day everyday items don’t have as much sentimental value (18 per cent). However, nearly half the nation (41 per cent) would love to be able to pass something down to future generations or friends.
To celebrate eight generations of its own distilling heritage, Whitley Neill is giving away £25,000 worth of diamonds within bottles of its award-winning Distiller’s Cut London Dry Gin. The brand hopes it will provide people with an heirloom to pass down within their own family or network of friends.
Those who find one of the 15 hidden diamond engravings in the corks of the bottles of Distiller’s Cut Gin will win an ethical diamond with a minimum carat of 0.4. With jewellery cited as the top item individuals would like to pass on to others, Whitley Neill will also be offering a complimentary jewellery service to the winners.
Those lucky enough to win one of the diamonds will be given the option to embed the stone into an existing piece of jewellery, watch, or precious item of the winners choosing, to create a new bespoke heirloom to pass on. The competition is open from now until 11.59pm on Thursday August 31, 2023.
Johnny Neill, founder of Whitley Neill, added: "As a family brand, whose distilling knowledge has been passed down through eight generations, we value the importance of heritage and legacy. This is reflected in the creation of our Distiller’s Cut London Dry Gin, which boasts a quintessential, classic London Dry recipe that has truly stood the test of time.
"With this in mind, we want to help the nation keep their own traditions alive and give them the opportunity to have something to pass down to others. Jewellery is the item that most people would like to pass on to loved ones, and great quality gin and diamonds are both renowned for their quality and cut, so when thinking of how we could do this, diamonds seemed like a fitting choice."
The research, conducted of 2,000 UK adults via OnePoll, also found of the one in three (36 per cent) UK adults that currently possess something of sentimental or monetary value, jewellery is the most received item, accounting for almost two-thirds (61 per cent) of the nation’s heirlooms.
The research also revealed that in an ideal world where everyone had something to leave behind, more than one in ten (13 per cent) would leave an item to a friend rather than family.
Also up for grabs when buying a bottle of Distiller’s Cut, is an opportunity to enjoy a ‘Distiller’s Cut Diamond Experience’. This includes an exclusive tour of the City of London Distillery, home of Whitley Neill Gin, and the only gin distillery in the heart of city of London for over 200 years. Guests will be able to enjoy a host of delicious diamond-inspired gin cocktails from Whitley Neill’s mixologists.
Whitley Neill Distiller's Cut Gin is a classic London Dry, with the "timeless quality and clarity of a premium diamond". The cut, at 43 per cent, is crucial in letting the rich juniper and bitter-sweet citrus notes of candied orange shine through.
The Distiller’s Cut Diamond prizes will be available to win from now until the end of August this year. Bottles of Whitley Neill Distiller’s Cut are available to buy from major retailers.
