¿cHow were the beginnings of the business?
The story of Jardín Escondido was born at a family barbecue in the middle of the pandemic. Javier and Hernán (the partners) are brothers-in-law and at a family gathering, with a glass of gin in hand, the initiative arose. Hernán made beer with his friends and was more familiar with industrial processes, so he took charge of researching production. Javier, a Graphic Designer by profession, started to work on the identity.
We specialized by taking courses with a reference in distillates from Mar del Plata, then we did tests with the botanicals that we selected under the mandate of the local identity that we wanted to add to the brand. This process took six months in which our families and friends were the tasters.
On July 20, 2021, we launched the product on the market despite having it ready before that date, but we waited until we had all the papers in order because there is a lot of informality in the field and, as producers, we are driven by quality. For this reason, one of the basic points was to comply with all the registrations required by Bromatology and AMNAT.
¿CuaThese are the services they provide to the porwar?
Currently we have only one product in two presentations, 750ml and 350 ml. But we are thinking about two new launches to strengthen our portfolio. We like to say that our promise is “an invitation to enjoy a sip of spring”, understanding that it is the most beautiful time of Tucumán, where we find the “Garden of the Republic” full of flowers and the temperature is friendly. Therefore, what better than to refresh yourself with Jardín Escondido.
¿cHow do you project the brand in the medium term?
We plan to have our first forays into the international market. We are in negotiations to export to countries in the region and we participate in a program called Export Challenge, led by IDEP, with a view to borders that “add more miles” (United States and Europe).
¿CuaWhat are your differentials in the sector?
We have a product that is highly validated by consumers, something they always tell us when they try it for the first time.
We also have credentials beyond the subjective: in 2022 we won in London as Best London Dry Gin (the most “purist” style of producing gin) in Argentina, which allowed us to compete globally, meaning that we have certified international quality. We repeat the podium in 2023, but winning silver, which gives us the security that over time and in the change of scale (higher production than at the beginning) we maintain the quality standards, which is the most important thing for us.
We are also licensees of Marca Tucumán and Marca País, which is something very beneficial for entrepreneurs, since what the certifying organizations seek is to promote the product nationally and internationally.
Contact information:
Hernán Mendonça
(381) 154 760 899
Email: [email protected]
Instagram: gardenscondido.ar
Web: www.jardinescondido.com.ar
by CEDOC