How Alexandre Gabriel Blends Terroir, Tradition & Modern Brand Building
In this inspiring episode of the Post Shift Podcast, I sat down with Alexandre Gabriel — the founder of Maison Ferrand, visionary behind Citadelle Gin, and architect of some of the most respected artisan spirits in the world. What unfolds in this conversation is a masterclass in purpose-driven brand building, deep respect for craft, and the kind of curiosity that turns passion into lasting impact.
A Spirit of Reinvention
Alexandre’s story begins in the world of literature, art, and philosophical curiosity — not in a distillery. That early immersion in culture and storytelling eventually intersected with spirits, and he found himself drawn to gin not as a product, but as a vessel for expression. With Citadelle Gin, he did something many in the category weren’t: he treated gin like terroir, a place, a voice, a perspective — not just a juniper platform.
He wasn’t chasing trends. He was asking, “What is gin if we deconstruct its assumptions and rebuild it with intention?” That philosophy has echoed throughout his entire career, proving that great spirits aren’t just made — they’re curated, thought through, and cared for.
Craft & Culture: The Creative Fermentation
Alexandre reminded us that spirits — like hospitality — are as much about culture as they are about craft. He talked about deconstruction and reconstruction: breaking apart assumptions, testing new ideas, and fearlessly blending tradition with innovation.
That approach is what gave the world Citadelle Gin with its complex, herbaceous profile rooted in French distillation heritage. But more importantly, it illustrated that craftsmanship isn’t static — it evolves with curiosity, context, and respect for history.
Clarity of Vision & Brand Integrity
One of the most powerful insights from this episode was about brand clarity. Alexandre explained that a brand’s identity shouldn’t be defined by marketing narratives, but by consistent intention. Everything from recipe formulation to packaging, storytelling, and distribution should reflect a singular ethos.
He said something that stuck:
“If your product can’t be described in a single sentence that still holds meaning tomorrow, you don’t have a brand — you have a fad.”
That level of clarity matters whether you’re opening a bar, launching a spirit, or building a hospitality business — because consistency isn’t just identifiable, it’s believable.
Resilience, Long Views & Iteration
We also talked about resilience and what it means to build something that lasts. Alexandre discussed the many iterations that didn’t make it, the lessons learned the hard way, and how failures weren’t detours — they were refinements.
In hospitality and spirits alike, resilience isn’t stubbornness. It’s the discipline to reflect, adapt, and iterate while staying true to your core values.
The Human Side of Craft
Beyond flavor wheels and market strategy, Alexandre’s perspective is fundamentally human. He’s passionate about the people behind the pours — the makers, the distillers, the bartenders, the storytellers, and the guests who connect over a drink.
That human focus — the idea that craft serves connection — is what elevates hospitality beyond transactions. It makes it relational, memorable, and meaningful.
Why This Episode Matters
Whether you’re a bartender, bar owner, distiller, brand builder, or hospitality leader, this conversation is rich with takeaways:
Curiosity fuels craftsmanship — don’t accept the default.
Clarify before you amplify — build with intention, not noise.
Resilience is iterative — refine through learning, not avoidance.
Human connection is the product — not just the spirits, not just the service.