UpEnd Distilling, founded in 2018 by two friends who share an appreciation for craft spirits, honors the long tradition of gin but with a modern twist. The name UpEnd is a reflection of the backgrounds and vision of the founders. Chris, from UPstate New York, and Matt, from the East END of Long Island, have used their different backgrounds, experiences, and taste preferences to redefine gin with unique and distinct recipes. The team respects the history of gin and takes pride in being a part of it. In fact, UpEnd’s gin is distilled utilizing methods that date back to the 1800’s. Still, Matt & Chris believe there is an opportunity to broaden the audience for gin by focusing on fewer ingredients that are more identifiable and relatable. Their mission is to upend the perception of gin as a singular flavor profile and highlight the broad range of styles and botanicals in gin recipes. While UpEnd launches with a gin for the juniper lover, the team believes its full range will have a taste profile that fits almost everybody. The team is honored to have won a Silver Medal at the 2020 Bartender Spirits Awards, a Silver at the 2020 USA Spirits Ratings, and a Double Gold at the 2020 San Francisco World Spirits Design Competition; A statement to the quality, both inside and out. Experimentation is everything; so sip it, mix it, but most of all enjoy it. The team says, it’s not where you start, it’s where you EndUp.