When Marcelo Lopez and his co-founder Ángel Ghiazza launched Sur 34 Gin in Colonia del Sacramento, Uruguay, they weren’t just building a distillery—they were creating a bridge between craftsmanship and engineering. Coming from technical backgrounds, both founders set out to combine traditional distilling techniques with precision-based technology to produce a gin that could stand alongside the best in the world. 

Sur 34’s production process is built on innovation. Its stainless-steel column stills—imported from the Netherlands—allow for greater control of temperature and reflux, resulting in a consistently pure and well-balanced spirit. “We thought that with the right technology and the right botanicals, we could create a recipe that would resonate with connoisseurs,” Lopes explains. This technological foundation ensures that each bottle meets the same high standard, a key reassurance for distributors managing quality-sensitive markets. Every batch is macerated, distilled, rested for four weeks, and then manually bottled in bottles made with recycled glass. The brand also prioritizes sustainability through water reuse, energy-efficient equipment, and partnerships with local farming families for mandarin sourcing.

Consumer Appeal and a Clear Brand Position

Lopes admits that sales and positioning were initially more challenging than production. “Understanding how to position a consumer product like this, especially in such a competitive category, was one of the hardest parts,” he says. Over time, the team refined their approach: rather than competing on volume, Sur 34 now focuses on exclusivity, craftsmanship and design-driven storytelling. The result is a brand that aligns with what many modern consumers seek: authentic, small-batch products with a clear sense of place. The mandarin-forward flavor profile and the use of botanicals sourced from both Uruguay and the Patagonia region give Sur 34 a unique identity.

One of Sur 34’s biggest strengths is its marketing support. Lopez and his team understand that distributors need more than a great gin. They need content and materials that move bottles. “We’ve done a great job in showcasing the spirit of our city and the product through design and art,” says Lopez. The brand’s visuals, from bottle artwork to digital campaigns, highlight the charm of Colonia del Sacramento, a UNESCO World Heritage site where the distillery is based.

Sur 34’s social media channels, particularly Instagram (@gin.sur34), are crafted to help partners and consumers connect with the story behind the brand. This visual and cultural narrative makes it easier for distributors to build engagement, whether through retail promotions, tasting events, or collaborations with bars.

Building Relationships That Last

For Sur 34, distributor partnerships are long-term collaborations. The distillery offers responsive communication, co-branded content, and educational materials that detail the gin’s technical process, tools that distributors can use to train sales teams and retailers. “We want to showcase not only the quality of the product but the process behind it,” Lopes adds.

Sur 34’s growing portfolio, which includes new limited editions and collaborations with hotels and mixologists, gives distributors fresh opportunities to expand their offerings. With its blend of innovation, transparency, and marketing strength, Sur 34 Gin demonstrates how boutique producers can help distributors succeed.

Header image sourced from Sur 34 Gin (website).