# Super-Premium Italian Gins The New Villa Ascenti Gin is Made Using Local Ingredients By Michael Hemsworth | Published 2019-05-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/villa-ascenti References: [foodbev](https://www.foodbev.com/news/diageo-launches-villa-ascenti-gin-inaugurates-new-distillery-in-italy/) & [diageo](https://www.diageo.com) The Villa Ascenti gin has been unveiled as a new "[super-premium" libation](https://www.trendhunter.com/trends/wyld-gin) from parent company Diageo that will offer consumers an Italian option to choose when seeking out a high-end spirit. The gin is being made by master distiller Lorenzo Rosso who is working with farmers in the Piemonte region in Italy to source local ingredients such as Moscato grapes, thyme and fresh mint. The light spirit is infused with Tuscan juniper berries during the final distillation process to impart a distinctly refreshing flavor for consumers to enjoy. General Manager of [Diageo Reserve](https://www.trendhunter.com/trends/croc-limonata) Europe Tanya Clarke spoke on the new Villa Ascenti gin saying, "Gin has been the runaway success story of the industry over the last decade and its growth trend shows no signs of slowing down. [Villa Ascenti Gin](https://www.trendhunter.com/trends/villa-bites) is rooted in provenance and brings local, fresh ingredients from Piemonte to life. Its use of locally grown ingredients from the foothills of Piemonte, alongside some of the more classic botanicals associated with gin, has allowed us to create a high-quality liquid, which we hope existing and new gin drinkers will love." ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 64% | Activity: 54% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Super-premium Spirits:** Expanding beyond traditional spirits and utilizing local ingredients to offer new flavors creates the potential for disruptive innovation opportunities in the spirits industry. - **Locally Sourced Ingredients:** Sourcing locally provides an opportunity for high-end spirits producers to create unique flavors and build a connection with the community, disrupting the traditional supply chain model. - **Growth of Gin:** The continued growth of gin presents opportunities for producers to create new variations and brands, disrupting the market and catering to consumer demand. ### Who This Affects Most - **Spirits:** Producers in the spirits industry can differentiate their offerings by utilizing locally sourced ingredients and creating super-premium variations to disrupt the market and appeal to consumers seeking unique and high-quality products. - **Agriculture:** The increase in demand for locally sourced ingredients presents opportunities for farmers and agricultural businesses to build connections with high-end spirits producers and disrupt the traditional supply chain model. - **Hospitality:** The growth of gin and the emergence of new, unique flavors and super-premium brands create opportunities for hospitality businesses, such as bars and restaurants, to stand out and cater to consumer demand for high-end and unique spirits offerings. ## Related on Trend Hunter - [Limited-Edition Gin Releases](https://www.trendhunter.com/trends/portofino-dry-gin.md) - [Artisanal Italian Gins](https://www.trendhunter.com/trends/kranebet-gin.md) - [Oil Can-Inspired Gin Bottles](https://www.trendhunter.com/trends/illva-saronno.md) - [Lime-Sage Gin Spirits](https://www.trendhunter.com/trends/erbe.md) - [Premium Italian Spirits](https://www.trendhunter.com/trends/malfy-gin-and-tonica.md) - [Italian Heritage Spirit Bottles](https://www.trendhunter.com/trends/pernod-ricard-x-missoni.md) - [Stone Fruit-Flavored Gins](https://www.trendhunter.com/trends/hendricks-grand-cabaret.md) - [Specialized Minty Gin Glassware](https://www.trendhunter.com/trends/mintis-gin.md) - [Distilled Floral Negronis](https://www.trendhunter.com/trends/stuzzi-per-negroni-gin.md)