xoriguer gin
born of fire & copper

For over 250 years, Xoriguer has been at the heart of Menorca, distilling gin with the same wood-fired copper stills and wild juniper berries. This isn’t just a spirit; it’s the island’s heritage bottled. Every detail – from the fire that fuels the stills to the terracotta bottles adorned with the windmill – carries the weight of history and craft.

From the glow of copper to the quiet weight of barrels, the series threads together fire, patience, and tradition into a cohesive visual story. These are not mere product images — they are brand assets that work harder, carrying narrative and authenticity into every space they occupy.

A heritage distilled

My aim was to capture more than a process. I wanted to catch the quiet strength of tradition – the junpier berries waiting in the light, the rhythm of copper stills breathing in fire, the patience of wood and barrels. This project became a visual narrative – a story of provenance, craft and place – honouring the past while speaking to the present.

Working only with the distillery’s own light – window beams catching dust motes, the warm glow of terracotta tiles trodden over decades by distillers past and presence, shadows etched into copper – I chose an approach rooted in honesty. No studio tricks, no artificial gloss. Just imagery that feels true to the heritage.

  • The whitewashed façade of the Xoriguer gin distillery in Mahón, Menorca, with arched green windows and the iconic sign above the entrance. Photographed by Lou Carruthers, food and hospitality photographer.
  • A close view of the burnished copper still at Xoriguer distillery, framed by white tiles and centuries of tradition. Photography by Lou Carruthers. Photographed by Lou Carruthers, food and hospitality photographer.

the making of a spirit

juniper at the Heart
Wild Pyrenean juniper berries, caught in sieves and buckets, glowing under window light. Each one carries the flavour of the island, honest and untamed.

Copper & Fire
The stills, decorated with the patina of time and fire, are not relics but living tools – hammered vessels that still breathe life into every batch. They embody centuries of devotion.

Patience Measured in Wood
The base of the stairs, in centuries old arches, the firewood waits to ignite the stills. Barrels stand quietly by, reminding us that great craft cannot be hurried; time is part of the recipe.

Legacy in Clay
Finally, the bottles. Terracotta, timeless, each one carrying the mark of the windmill. More than containers, they are emblems – spreading Menorca’s story across the world.

  • A close-up view of wild juniper berries inside a rustic wooden bucket, rich in texture and earthy tones. Photography by Lou Carruthers. Photographed by Lou Carruthers, food and hospitality photographer.
  • Wood-fired copper stills inside Xoriguer distillery, burnished with age and tradition, used weekly to distil Mahón gin. Photographed by Lou Carruthers, food and hospitality photographer.
  • A stone alcove filled with stacked firewood, ready to fuel the copper stills during the gin-making process. Photographed by Lou Carruthers, food and hospitality photographer.

Why Heritage Brands Need Storytelling

Heritage brands face a delicate challenge: how to remain relevant without losing authenticity. This approach provides the bridge:

  • Making centuries-old processes feel alive and immediate
  • Creating content that builds trust with conscious consumers
  • Delivering flexible assets, from Instagram posts to website headers
  • Weaving stories that competitors simply cannot manufacture

Visual storytelling here transforms gin from a product into a provenance. The imagery works across multiple touchpoints:

  • Brand Identity: Hero images that embody craft and heritage
  • Tourism & Culture: Connecting visitors to Menorca’s authentic traditions
  • Digital Storytelling: Content that draws audiences into process and place
  • Premium Positioning: Photography that justifies value by revealing origin
  • A wide bucket filled with wild juniper berries, the essential ingredient of Xoriguer gin, bathed in soft window light. Photographed by Lou Carruthers, food and hospitality photographer.
  • Large wooden barrels in the cool cellar of Xoriguer distillery, waiting to store and mature the freshly distilled gin. Photographed by Lou Carruthers, food and hospitality photographer.

Final thoughts

Photographing Xoriguer reminded me that the most powerful brand stories cannot be invented – they must be inherited, preserved and honoured.

This was not only about gin. It was about capturing nearly three centuries of resilience, a recipe born from tragedy and the fire-lit heart of Menorca itself. When tradition runs this deep, the photographer’s role is not to create, but to reveal.

If you’re looking for content that captures the heart, soul, and story behind your brand – I’d love to hear from you. Let’s create something amazing together!

lou x

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