Aviation, the first American craft gin, had a soaring 97 points from Wine Spectator. That’s a full 5 points more than Sapphire and Hendricks, making it the highest rated gin. With all that going for it though, the branding felt flat and needed a lift. It was time to go beyond playing the “craft” card and leverage the uniquely balanced flavor profile of Aviation compared to traditional, British, juniper-heavy gins.