We recently had the pleasure of sitting down with Benedict Gordon, co-founder of Phoenyx Spirits, a brand-led spirits company that owns and operates revived heritage brands positioned as super-premium category disruptors. With an impressive portfolio that includes Khoosh, an exotic orange bitter liqueur dating back to 1881, and Dr. Hostetter’s, an original American bitter established in 1853, Benedict brings a unique blend of brand strategy and market innovation to the spirits industry. Here, he shares his insights on the art of brand revival, cultural relevance, and the power of strategic connections.
Reflecting on his work with heritage brands, Benedict explains, “When it comes to heritage, it’s about respecting the story that’s already there. The key is not to reinvent, but to reframe that story so it resonates with today’s audience. Heritage brands have an authenticity that new brands often can’t replicate, but that history needs to be told in a way that’s relevant.”
For Benedict, storytelling is the bridge between past and present, allowing heritage brands to stay true to their origins while adapting to modern consumer preferences. “The challenge,” he notes, “is finding that sweet spot where the brand’s history enriches the product experience rather than weighing it down. It’s about making that history feel like a privilege for today’s consumers.”
Benedict’s international experience has given him a deep understanding of the role culture plays in brand perception. “Understanding local culture is essential when you’re building a brand that transcends borders,” he says. “It’s not enough to simply translate your message—you need to connect with the local mindset.”
He notes how market strategies can vary widely across regions, particularly regarding consumer behaviour.
“In Asia there’s a much stronger sense of collective identity in consumer choices. Brands that succeed here are those that respect and tap into that sense of community, rather than pushing purely individualistic ideals.”
However, adapting to cultural nuances doesn’t mean changing the brand’s essence but tailoring its expression. “A successful global brand feels relevant wherever it’s seen, yet it doesn’t lose the core elements that make it recognisable.”
Benedict credits much of his success to forming strategic connections within the industry.
“Building the right relationships is fundamental in this industry. Whether it’s with suppliers, distributors, or top-tier retail accounts, your network will amplify your brand’s reach and impact.”
One recent example involved navigating the competitive spirits market to connect with a key buyer. “He’s notoriously hard to get in front of,” Benedict laughs, “but he’s exactly the kind of gatekeeper you need if you want to break into high-profile venues. It’s not always about pushing your brand at every door but knowing where the brand will truly resonate and focusing your efforts there.”
Looking ahead, Benedict is optimistic about the future of heritage brands. “There’s a massive opportunity for heritage brands to shine as consumers crave authenticity more than ever. But they need to be nimble, ready to adjust their narrative without diluting what makes them special.”
His advice to emerging strategy professionals is to embrace both heritage and innovation: “The brands that succeed are those that can balance authenticity with relevance. It’s not enough to simply have a story—you need to know how to tell it in a way that captivates today’s audience.”
Benedict Gordon’s insights remind us that brand-building is about storytelling, cultural understanding, and strategic connections. His work with Phoenyx Spirits shows a commitment to preserving heritage while redefining it for new audiences, offering valuable lessons for professionals aiming to inspire and shape tomorrow’s brands.
As Co-Founder of Phoenyx Spirits , Benedict leads a brand-led spirits company that revives heritage brands, positioning them as super-premium category disruptors. His career spans over a decade in brand strategy and leadership, having held senior roles in prominent agencies such as Superunion and Prophet. Benedict’s expertise in brand repositioning and strategy is evident in his work with iconic spirits like Khoosh, an exotic orange bitter liqueur established in 1881, and Dr. Hostetter’s, an American bitter liqueur dating back to 1853. Known for his visionary approach and dedication to heritage branding, Benedict continues to shape the luxury spirits landscape, blending tradition with modern appeal to captivate discerning consumers.
