A gin brand made with sugar kelp from New York State growers; The top of the bottle is made of buffalo bone material

A Long Island-based liquor brand took inspiration from crime-ridden New York City in 1975 to introduce consumers to a dark, gritty yet refined product that was unique among spirits.

In a publicity stunt, plainclothes New York law enforcement officers approached tourists with flyers titled “Welcome to Fear City: A Survival Guide for Visitors to New York City” as crime rampant and police warn visitors to leave.

“We were drawn to the old Gothic architecture New York CityChristopher Davis, managing director and partner at Fear City Gin, told FOX Business.

The MOCKTAIL brand, which contains CBD and THC, is being sold in states where hemp products are legal as the industry grows

The brochure provided unsuspecting visitors with a survival guide advising them to stay off the streets after 6 p.m., avoid public transportation and stay in Manhattan because police protection was “inadequate,” among other guidelines.

“We wanted something that spoke to the harshness of New York,” Davis said.

Sustainability was a top priority for the Fear City Gin team, and the deep amber-colored glass is made from recyclable glass bottles.

“There’s a lot of waste out there, and we just wanted to make sure, first and foremost, that we were being as responsible as possible,” Davis said. “It was an important thing for all of us as partners.”

Derek Jeter, Serena Williams, and other all-star athletes join Cincoro Tequila founders, including Michael Jordan

To add another layer of exclusivity to the product, the team shopped around before deciding on a buffalo bone material from Southeast Asia to make the bottle caps.

“It’s a more expensive product, but I think it’s very important that it stands out on the shelves,” David told FOX Business.

The mini gin is positioned in the premium category at $39.99.

As for the gin itself, the botanical product, which Davis describes as “really soft, a little sweet and salty,” includes white sage, an endangered species from the state of Baja California, located in northwestern Mexico.

“We partnered with a really good farm in Mexico to make sure they are farming within guidelines and making sure they are practicing sustainability,” Davis said.

California’s dry climate is ideal for growing agave and meeting the demand for spirits

Kelp grown by farmers in Long Island Sound is a key ingredient incorporated into Fear City Gin’s production process.

“Gene is known as a largely untapped canvas,” Davis said. “It’s unparalleled for anything you want to do creatively.”

He added that Fear City’s partnership with Matchbook Distilling Company allowed for collaboration with kelp growers in Greenport.

“We fell in love with the idea of ​​use Sugar kelp“There are some farmers doing some really cool things out there,” Davis said. “They’re involved in a practice called regenerative aquaculture, which is a way to see sound layers improve water quality and support marine life in the area.”

Other botanical ingredients added to the distillation process include rosemary, juniper, caraway, angelica, and coriander.

Click here to read more about Fox Business

At the 2024 USA Spirits Ratings Competition in San Francisco, Fear City Gin won two awards including Best of Show in the Country and a gold medal.

Fear City is proud to acknowledge that at least 75% of the ingredients, including fruits, vegetables, grains and honey, are sourced, Davis said. New York State.

“It’s a New York-branded spirit,” he said.

Fear City’s future spirit expressions include very limited releases of alcoholic beverages in collaboration with breweries or wineries.

“Maybe only 100 bottles,” Davis said.