by Former Seat and Cupra Head Launches His Own Premium Gin
Less than nine months after stepping down as CEO of Seat and Cupra, Wayne Griffiths is back in the spotlight. However, instead of remaining in the automotive industry, as is often the case with former top managers, Griffiths decided to try his hand in the competitive world of alcoholic beverages, introducing his own gin named Gin Wayne.
Reportedly, the first release of the drink is limited to only 500 bottles, which will be available in Austria. Regional ingredients such as pears and apples from the Austrian state of Carinthia are used in its production. Each bottle is produced in small batches, with a price of 182 euros.
Fulfilling a Long-Held Dream and Attention to Detail
According to Griffiths himself, the idea to create his own gin had been maturing for several years, but he always lacked the time. After leaving his leadership positions at Volkswagen Group brands, he got the opportunity to bring his dream to life.
“I wanted to launch my own gin for several years, but the timing was never right.”
Gin Wayne is created from a so-called “quintessence of natural spirit and botanical ingredients” without artificial flavorings. The distillation takes place at the Pfau distillery in Klagenfurt, Austria.
Recipe and Production Philosophy
The drink is prepared in small batches using regional fruits such as pears and apples, as well as a blend of juniper, spices, flowers, herbs, and cucumber, followed by re-distillation to refine the flavor profile. Griffiths emphasizes the importance of local ingredients and a meticulous process, reminiscent of the attention to detail from his automotive days.
Design and Market Positioning
Even the bottle design reflects this approach. It was created by Viennese architect Gregor Eichinger and features a distinct Art Deco-inspired silhouette with clean lines and balanced accents, more reminiscent of luxury perfume products than ordinary beverages. Given the price of 182 euros per bottle, the product is clearly positioned in the premium market segment.
A New Chapter After an Automotive Career
Wayne Griffiths’ departure from Seat and Cupra on March 31st came as a surprise to the industry. He took the helm of the brands at the end of 2020 and oversaw the expansion of Cupra, transforming it into a standalone brand with a lineup of electric and hybrid vehicles. He was also tasked with managing Cupra’s planned future entry into the US market, initially scheduled for 2030. The question of Griffiths’ possible return to the automotive industry remains open, but for now, his interests seem focused on botany rather than batteries.
The launch of Gin Wayne demonstrates a trend where successful businessmen from one industry realize their long-held passions in completely different fields, applying acquired competencies—from brand management to quality control. This step can also be seen as part of a broader strategy of building a personal brand outside of corporate frameworks. The success of such a niche product will undoubtedly depend not only on the quality of the drink but also on the reputation of its founder and the ability to build exclusive distribution channels.
