What is Pure Gin

Pure Icelandic Crafted Gin is an authentic ‘London Dry’, harmonizing 13 botanicals to create a gin that we can rightly be proud of.

The term PURE is one synonymous with Iceland; a land of clear ice, glistening snow, and perhaps most importantly, the world’s cleanest water.
Known as the land of Ice and Fire, Iceland’s beauty lies in the dramatic contrasts of its landscape and the purity of both its air and its water, not to mention the free and adventurous spirit of its people.
Filtered through millennia-old volcanic rock, Icelandic water is what lends our gin its distinctive flavour and unique character.
With upfront notes of pine and citrus, PURE is an aromatic London Dry Gin like no other.

The Production

The botanicals are steeped in neutral grain spirit that has been seven times distilled. This is left to rest overnight for a minimum of 16 hours to allow full extraction of the natural flavours. Distillation takes place the next day and the best ‘cuts’ from the gin are selected. Pure Icelandic water is then added to reduce the alcohol and balance the flavours.


Carefully selected for their unique character, PURE focuses on citrus led botanicals to compliment the Juniper flavor. Each botanical brings its own elements and helps provide a well balanced premium crafted gin.


Angelica Root

Orris Root

Lemon Peel



Birch Bark

Coriander Seeds

Orange Peel





The Bottle

The idea of the glass bottle came from a small office in Venice, Morena and her team mused about what to call their beautiful newly designed bottle.

Inspiration was at hand as the sunlight came through the open window and glistened off the beautiful Venetian glass, radiating through the room… and the Sun bottle was born.

A perfect fit for Iceland as many a night we have spent in the bars of Reykjavík where the sun refuses to go down. What else then, but a bottle designed to fit the land of the midnight sun.

“I wanted to create a sophisticated, fresh and elegant label that truly defined the gin and the Icelandic
culture. Using carefully selected colours, shapes and imagery, I drew upon the inspiration of our natural
landscapes with a focus on our rivers, waterfalls, lakes and pure Icelandic water” – Jón Ingiberg, local
Icelandic designer.

Scroll down to learn more about each of the waterfalls on our labels


63.5321°N, 19.5114°W Skógafossis a classically shaped rectangular waterfall that tosses over millions of gallons of water down 60m in the Skógá River. After standing in front of this giant phenomenon, feeling the fresh breeze of the water bursting down and hearing the massive sound of the nature, we were sure that Skógafosswould feature one of our first bottles produced. Visiting the Skogafoss waterfall is an extremely moving experience both during summer and winter.


63.5321°N, 19.5114°W A short, but beautiful walking trail takes you to the beautiful Dynjandi, a waterfall made up of a series of 7 different waterfalls. Each of the waterfalls is beautiful, but the further up you go, the more spectacular the view is. Going all the way to the top is a must. We decided to include this waterfall in our first production run as this is a favouriteof one of the founders of PURE Icelandic gin. Dynjandi translates to ‘thunderous’ or ‘booming’ which is an understatement when you look at the size and listen to the sound of it.


65.6828°N, 17.5502°W Goðafoss, the Waterfall of the Gods, is one of Iceland’s true pearls and one of Iceland’s largest waterfalls located in Skjálfandafljót River close to Akureyri, the capital of the north of Iceland. It has a drop of 12 m and a width of 30 m. We wanted to include this waterfall on our labels as it was the site of an important moment in Icelandic history. In the year 1000, when Iceland decided to convert from Paganism to Christianity, ÞorgeirLjósvetningagoði the Viking lawspeaker, famously stood at the top of Goðafoss and threw the old Pagan idols into the water. This symbolic moment was transformational for Iceland but did not actually stop people from practising their Old Norse religions. They just had to do so in “secret”. Goðafossre presents history, power and vigourthat we feel fits one of our PURE Gin bottles perfectly.


We are very passionate about sustainability so when we were sourcing this bottle, we were looking to extend the philosophy of PURE Gin.
Clean, simple, classical but with an underlying complexity that we hope you can appreciate.

The Portuguese Rosewood capsule’s elegance is made to be enjoyed time and time again.

Please do not dispose of the bottle and instead re-use it –we certainly do!

Examples include scented oils, infused vinegars or elegant water bottles, but we would love to see your ideas.