MIND THE POUR
Brands · Gin
Greater Than
Greater Than, the gin label from Nao Spirits, rides India’s craft‑gin surge by betting on small‑batch production and a city‑slick image. In a market where liquor ads are barred, the brand leans on surrogate tactics to stay top‑of‑mind among young professionals.
| Maker | Nao Spirits |
|---|---|
| Category | Gin |
| Positioning | Craft gin |
The business/branding story
Greater Than positions itself as a craft gin, emphasizing limited‑run batches and a curated botanical blend that aims to stand out from mass‑market offerings.
The brand’s visual identity — bold typography, muted colours and a name that invites comparison — targets urban professionals who seek a distinct, premium experience rather than just another spirit.
Why it matters
By carving out a premium niche, Greater Than helps expand the overall gin category in India, encouraging consumers to experiment beyond traditional whisky and rum.
Its reliance on surrogate advertising — through music festivals, lifestyle collaborations and branded merchandise — shows how companies navigate the ad ban while building brand equity.
Frequently asked questions
Who makes Greater Than?
Greater Than is made by Nao Spirits.
What kind of drink is Greater Than?
Greater Than is a gin positioned as craft gin.
What makes Greater Than different from regular gin?
Greater Than is marketed as a craft gin, produced in small batches with a specific botanical mix that aims to deliver a more nuanced flavour profile than standard, large‑scale gin.
How does Greater Than advertise when liquor ads are banned in India?
The brand uses surrogate advertising — sponsoring music events, collaborating with lifestyle influencers and selling branded merchandise — to keep its name visible without directly promoting the spirit.
Is Greater Than considered a premium gin in the Indian market?
Yes, it is positioned at the premium end, targeting urban consumers who are willing to pay more for a differentiated, craft‑style product.
What role does Nao Spirits play in the craft‑gin wave?
Nao Spirits launched Greater Than to tap into the growing demand for artisanal spirits, helping to drive the broader trend of premium, small‑batch gin in the country.
Editorial analysis of brand strategy. Corrections welcome — DM @mindthepour.