Nue is a craft spirits brand known for its distinctive and modern approach to gin. The brand's identity is a rebellion against traditional, juniper-heavy gins, as it aims to create a more versatile and approachable spirit. Its philosophy is rooted in a desire to explore new flavor profiles and to offer a spirit that can be enjoyed both on its own and in a wide range of cocktails.

The brand’s philosophy is centered on an innovative and unconventional production process. Nue gin is crafted using a unique blend of 10 botanicals, with a focus on complementary flavors rather than a singular dominant note. The spirit is known for its smooth, balanced character and its citrus-forward notes, which are a departure from the traditional pine-like flavor of classic gins. This modern style has allowed Nue to position itself as a key player in the evolving world of gin, appealing to a new generation of drinkers.