Corporate Statement Regarding Cultural Appropriation

Recently, members of the Inuit community have expressed serious concerns about an advertising and promotional campaign that we ran in Europe in 2013. We recognize that the campaign crossed an important line and has offended many people. For that, we are deeply sorry and we will do better.

We will be engaging key cultural influencers to gather explicit feedback on our use of Inuit symbology, and we are committed to being more culturally aware and sensitive in our advertising efforts going forward.

Ungava is proud of our ties to the Canadian Arctic, and our brand identity is intended to celebrate the individuality of the region. The Ungava Peninsula at the northern tip of Quebec is the native home of six rare botanicals we use to produce Ungava gin, and there is no better place on earth to grow them. The decision to call our gin Ungava was always intended to pay tribute to the land from which the gin is produced, and to celebrate the unmistakable beauty of the Ungava region.

Although the campaign ended in 2013, we will review all of our owned media channels, including Facebook, Twitter and our website, to ensure any references to the campaign have been removed.

We are truly sorry that we’ve offended the Inuit community, as this was never our intent, nor does it align with our corporate values and beliefs.

Sincerely,
Charles Crawford
Founder and President