The Noble Experiment

  • Hollie Sanderson

A gin brand that is based around a 1920 prohibition conspiracy theory. It was thought that the American government poisoned alcohol to stop people drinking in the 1920s. Naming it the 'The Noble Experiment'. Chemists prescribed alcohol using fake prescriptions to serve the people whilst Al Capone, a notorious American gangster, orchestrated the smuggling of alcohol into the country. 2 gins, 2 stories. A heavier, drier gin shows Al Capone’s imprisonment. Whereas a lighter, sweeter gin to show the sneaking about and the joyous side of the prohibition. Packaging in brown paper and in a wooden box to disguise the alcohol, authentic to how they disguised it in the 1920s.