"Crazy Gin represents a fusion of British and Indian heritages."
A couple’s gin business has been shortlisted for ‘Brand of the Year in the Be Inclusive Hospitality (BIH) Spotlight Awards, one of the UK’s top hospitality awards.
Crazy Gin was founded by Wolverhampton-born Bruce Nagra and his wife Paramjit in 2016 while living in Croydon.
Getting on board the rise in gin sales, the couple began producing and selling what they believe is the world’s first clear lassi-flavoured version of the spirit.
After returning to Wolverhampton in 2017, the couple decided to expand the company and opened their premises in the city centre in October 2019.
Bruce said: “Like most crazy ideas, our business came out of a drunken Friday night conversation that was inspired by feelings from our childhood when our parents would fuse British and Indian cultures through food.
“We thought, if you can do it with food, then why not with drink?
“Crazy Gin represents a fusion of British and Indian heritages.
“Aptly named ‘crazy’ for daring to create something never made before, in 2016 our brand launched ‘The World’s First Clear Lassi Gin,’ inspired by our Punjabi roots.
“Then, in 2022 we introduced our aromatic Punjabi Chai Gin, inspired by my grandmother’s cherished recipe for the perfect cup of Indian tea.
“The gin is vacuum distilled to enhance the traditional flavours of the savoury lassi and classic gin botanicals.
“Its ingredients include a perfect balance of turmeric, black pepper, black cumin, coriander, angelica and is kept sweet with subtle hints of pomegranate, ghee and yoghurt.
“We are absolutely thrilled to have been named as a finalist for brand of the year by BIH.
“This recognition touches us deeply – not just as business founders, but as individuals who have dedicated themselves to crafting and celebrating flavours true to our heritage and roots since 2016, and all to excite the tastebuds of people worldwide.
“This nomination signifies far more than just an award – it’s a powerful testament to the progress we’ve made, a significant step towards a more inclusive and equitable world.
“We are humbled to be a part of this journey and exceptionally proud of how far we’ve come.
“We are moved by the unwavering commitment of Lorraine Copes, the founder of BIH, who works tirelessly towards real change and increased racial equity in the hospitality industry.
“We are savouring every moment of this recognition by raising a glass to inclusivity, diversity and the future.”
“A heartfelt thank you to everyone who supported us with their votes, and to all our fellow nominees, we wish you the very best of luck.”
The BIH awards are designed to highlight businesses and individuals from black, Asian and ethnic minority backgrounds in hospitality.
Founder Lorraine Copes said: “Following the success of our very first BIH Spotlight Awards last year, we’re really looking forward to celebrating more of our industry’s unsung talent.
“We’re over the moon with the number of applications we’ve received this year and can’t wait to raise a glass to all our finalists.”
The winners will be announced on October 16, 2023.