The New Gnu Normal

Amidst the chaos of the Covid-19 pandemic in December 2020, two families forged a unique bond through their long time involvement in the local minor hockey community in Calgary, Alberta. United by a shared commitment to community engagement, they decided to embark on an inspiring venture—a small craft distillery. As participants in various local community activities, from school and sports to volunteering, they longed for a way for everyone to reconnect once the pandemic subsided.

Their distiller, Tony, envisioned a flagship citrus-forward London Dry Gin named "The New Normal," capturing the essence of the pandemic era. However, Tony, in his whimsical way, proposed a playful twist—spelling it as 'The Gnu Normal,' a clever play on words involving the African wildebeest, known as the Gnu. Uncertain about the idea, they researched the name's cultural sensitivity and trademarks, discovering no hindrance. Surprisingly, the Gnu held symbolic significance—they learned it represented a call to reunite with friends and family, to gather the herd back together.

In a serendipitous moment, they realized they had not just found a name for their gin but for their entire company—Gnu Craft Spirits. The animal Tony had initially seen as a quirky play on words symbolized the very essence of their mission: to reconnect with loved ones and communities. Gnu Craft Spirits became a tribute to coming together, emphasizing sharing and enjoyment in social settings. Their message resonates: Make Gnu a part of your spirits vocabulary and #GatherYourHerd today.

Gnu Normal London Dry Gin Bottles

The 'G' is silent

The Gnu is an African plains animal known for sticking with the herd. Gnu's are resilient and adaptive, moving easily on land and through water, and gnu babies can move about freely within 10 minutes of their birth ensuring that they can almost immediately keep up with the herd. Kind of amazing considering human babies…

Sure, gnu's get taken down by lions and are deeply affected by drought, but they continue to move through adversity, together, and are always on the lookout for their next watering hole. Gnu Craft Spirits is equally as committed to gathering the herd, especially around watering holes (as long as The Gnu Normal London Dry Gin is in the water, or tonic, or…).

Even though the way we gather has changed these past two years, getting together and connecting in some way has become even more important. Gathering reminds us that we are part of a community, something bigger than ourselves. And no matter what we face, the herd prevails.

Let’s take a look back for a quick moment. We had heard stories and experienced how supportive the local craft spirits and beer scene is, but we had no idea just how true that was. It really is a family that supports one another and understands that we’re all stronger together.