Green County 2021 Guide

GINSPIRATION – from Hollywood to Monroe When Ravinder Minhas got a call saying Hollywood director Paul Feig wanted to develop a gin with Minhas Distillery, he wasn’t excited. “I didn’t know if I could

ambitious. Minhas, with years of experience in the brewing and distilling industry, knew it wouldn’t be easy. Despite the charm, knowledge and apparent work ethic, Feig had to pass one final test. “I said,

“It’s phenomenal,” Minhas said. One of the United States’ largest distributors picked it up nationally and it will hit shelves in London May 2021. Feig’s Hollywood standing doesn’t hurt. Friends and celebrities like Melissa McCarthy and Stanley Tucci have endorsed the gin on social media. Tucci touted it over Ryan Reynolds’ splashy Aviation American Gin. And Artingstall’s Gin will appear in two of Feig’s upcoming movies. There’s also a collaboration with The Rake magazine in London for a ready-to-drink Negroni and a custom label by famed tattoo artist Moe Coppoletta. Not content to rest on their laurels, Minhas and Feig are working harder than ever. “It’s every single day, new ideas and concepts,” Minhas said. “Where the brand is, where we’re taking it…” And Minhas is taking Monroe along for the ride. “Monroe is going to be known for Artingstall’s gin which is amazing. We’re competing in London where they invented dry gin and a Monroe dry gin is winning the awards.” On reflection, it isn’t surprising. “We created the perfect gin,” Minhas said.

“Monroe’s always had that. That expertise is there. It’s just a matter of, ‘how do we get this to the world.’” Minhas leaned heavily on master distiller Mike Connelly at Minhas Distillery as well as other industry experts. “We sampled eight gins first, then narrowed to 3 gins we liked. From that, we created another 8 samples. And then another three that had different alcohol percentages,” he said. It took three rounds of development. Then the “real” work began. “We got together and made all these drinks,” Minhas said, laughing. “Paul actually passed out at his desk because he had tried so much gin!” At the end of the day, Artingstall’s passed the ultimate gin test: a frozen gin martini with a lemon twist. “It doesn’t let you hide anything,” Minhas said. “You can’t mask the gin. It has to be good.” After designing a decanter and label worthy of the perfect gin, it was time to test the market. To Market, and Hollywood Artingstall’s soft roll out in West Hollywood, L.A. and Toronto was April 2020, just as the COVID-19 pandemic began. Against all odds, sales exceeded expectations.

put up with that nonsense of celebrities,” he said. It wasn’t the first time Minhas had been approached by celebrities wanting namesake products. “We’ve always said no to celebrity projects because most celebrities’ idea of a partnership is a couple of tweets, photo shoots and promos. It just doesn’t work like that.”

‘why don’t you come to Monroe?’” Minhas

laughed. “Part of that was to see how dedicated he was to the project. Monroe isn’t that easy to get to. There isn’t a big airport nearby. You have to fly in, rent a car, drive here.” And Feig, once again, rose to the challenge. “He fell in love with Monroe,” Minhas said. “He was in a 3-piece suit every day.” It wasn’t a show. “This is just part of who I am,” Feig insisted. “I just feel good about myself when I wear a suit.” “How many suits did you bring?” Minhas asked. “Oh, I don’t repeat an outfit,” Feig quipped.

But Feig turned out to be the exception, not the rule. If Feig isn’t a household name, his

movies definitely are. The genius behind blockbuster movies “Bridesmaids”,

“Ghostbusters” (2016), and “Last Christmas”, Feig also directed episodes for small- screen hits like “Mad Men,” “The Office,” “Arrested Development,” and many more. Not to mention the dozens of movies and shows he’s produced. Feig’s charm quickly won the day. “When I met Paul, he said ‘I’m from Michigan originally, I’m so blessed. At the end of the day, I’m a simple and honest guy. I enjoy life and I enjoy my work.’” That work ethic and passion for perfection made Feig a dream business partner. It began with a phone call two years ago. “I said ‘what do you like about gin?’” Minhas, a gin aficionado, asked. Two hours later, he was convinced. “Turns out he (Feig) is the most passionate person about gin I have ever met.” The two gin-holics set out to create the “perfect” gin. One that tastes good in a martini, G & T, Negroni, or straight. “Other gins are good in one of these drinks, but rarely all of them,” Minhas said. It would take years to get it right. So You Want to Make A Gin Feig didn’t just love gin. He had a dream. And it was

Hollywood director Paul Feig joins Ravinder Minhas and Manjit Minhas for a gin tasting at Minhas Distillery in downtown Monroe.

I've never met a gin I didn't like - but I never met one I truly loved... until I made my own – Paul Feig

The dapper dress was a little intimidating. “I thought, ‘I should have brought more than one blazer,’” Minhas said. “But then I decided, I’m not changing who I am.” Authenticity made Artingstall’s Gin. Named after Feig’s mother’s family, it’s a passion project that developed beyond Minhas’ expectations. “I’ve never had a business partner outside of my sister,” he said. “To enter the super-premium category hasn’t been something that we’ve ever done before. It’s uncharted territory. We’ve never won as many golds and best in shows as we have with Artingstall’s. It’s exciting and fun.” The Quest for Perfection “Crisp, citrusy, smooth.” The three words Minhas uses to describe Artingstall’s London Dry Gin. It was a long road to perfection. And it took a small town in southern Wisconsin to make it happen. “Distilling starts as brewing. Good brewing techniques expand themselves to distilling,” Minhas said.

1½ oz. Artingstall's Gin 1 oz. cranberry juice club soda - Fill a wine glass with ice. - Add Artingstall's Gin and juice. - Top with club soda and enjoy! Cake Baby Spritz

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