Get To Know: Rohan Radhakrishnan, the cofounder of gin brand, Quarter
This Soho Works member is putting an end to debilitating hangovers, one low alcoholic gin-based cocktail at a time
Tuesday 5 April 2022
Tell us about Quarter and the inspiration behind it.
‘Being smaller than my twin brother, it took me more than 20 years to realise that I should not be going drink for drink with him. In the past, I’d always try to keep up, enjoying Martinis and other full-strength cocktails, but it would hit me so much harder and my hangovers were horrendous.
‘Not wanting to cut alcohol out of my life altogether, I sought lighter options to help me live a more balanced lifestyle. “Mid-proof” as a concept had just started to take off in other categories, such as beer, and when my cofounder suggested we create a quarter-strength spirit brand, I thought to myself, “this is something I can get behind”.
‘We’re constantly questioning why traditional spirits are so strong – why does it have to be all or nothing? Why can’t you enjoy all the flavour, get the buzz and none of the blur?
‘Quarter was born so that we can enjoy our favourite cocktails more often, and on more occasions – whether that’s at home, or in a bar or restaurant. We want to bring back three Martini lunches. We want our customers whipping up Quarter Negronis at home on a Tuesday night, or our amazing light Spritzes for brunch on Sunday.’
How did you and your cofounder meet?
‘My cofounder Fabian and I have known each other since we were 11 years old, and have been great friends ever since. I’m going to be best man at his wedding this summer, so as you can probably tell we spend a lot of time together.’
You started the brand at Soho Works. How did that help Quarter grow?
‘The Soho Works team and community has been amazing; the perfect place for us to have launched the brand. Eva, Emma and the wider Soho Works team have supported us to no end, inviting us to take part and showcase Quarter at so many events, and enabling us to further promote it in front of a really engaged audience. We’ve also gone on to organise events with the wider group, at Soho Home and Farmhouse, etc. In terms of the community, you’re surrounded by other like-minded brands, founders and entrepreneurs in general, who are always there to give you that much needed support and advice.’
What does the rest of the year hold for Quarter?
‘We’ve planned our marketing events for the spring and summer, and are excited to get our cocktails out there into as many hands as possible. We’ve also begun working on our second spirit, which is due to launch later in the year, so keep an eye out for that.’
What piece of advice would you give non or low alcoholic beverage brands entering the market now?
‘Among the public, there’s now a greater understanding of ‘no and low’ alcohol than say five years ago, which is great, but it also means that we as brands need to work harder to stand out. I’d advise anyone starting out to truly test and learn about their product market fit, and develop a unique point of difference and proposition in this ever-growing space.’