Sarah Miller visits a remote Swedish distillery that has built
a global tourism brand...
When Jon Hillgren founded Sweden’s first gin distillery in 2011, his vision was not only to create the world’s best gin, but to prove it was possible to build a global destination brand that would attract visitors to the remote region he calls home.
While the countless awards that adorn every surface at the Hernö Gin Distillery are testament to the quality of his gin, getting people to the tiny hamlet of Dala (10km from the small city of Härnösand and nearly 450km north of Stockholm) has always been challenging.
Thankfully, the opening of the Hernö Gin Hotell in 2025 made it a little easier (and a lot more enjoyable) – as I discovered when I made the pilgrimage in September.
“There are few experiences as powerful as being fully immersed in a brand for 48 hours.”
The Hernö Gin Distillery stands beside Jon’s family home in Dala, on Sweden’s High Coast. The challenges created by this remote and often snowbound location are compounded by Sweden’s strict alcohol policy, which allows the distillery to host tours and tastings but prevents it from offering free samples or selling bottles on site. With sales restricted to the shelves of the state-owned Systembolaget liquor stores, and the advertising of all drinks above 15% ABV also effectively prohibited, Jon had to find other ways to reach his audience.
He decided to take his gin to the people and opened Stockholm’s Hernö Gin Bar in 2021. Located on the ground floor of a former bank in trendy Södermalm, the beautiful bar is bedecked with row upon row of Hernö Gin, and acts as a form of marketing and an opportunity for visitors to try neat samples, tasting flights and superb cocktails.
It was an immediate success and a second site opened in Gothenburg. However, Jon’s real ambition was to get people to the distillery, and as the nearby town of Härnösand had no hotel that could equal that experience, he decided to build one.
Far from straightforward, the project took two years to plan, two years to build and required raising €20 million. Alongside that, the municipality’s terms of sale required Hernö to take over the running of the neighbouring leisure centre. But it was worth it, and not just because it enabled Jon to plaster the company name across the top of the 122-room, nine-storey structure!
If you were picturing a small boutique or themed hotel, think again. While there are plenty of wonderful details for gin lovers – from the touches of copper in the interior design (echoing the distillery’s copper stills) to the bespoke juniper and lemon zest toiletries – this hotel isn’t only for tourists: it’s also for the city. In addition to adding a swish spa to the leisure centre, and providing the city with an excellent restaurant and much-needed meeting spaces (all named after gin cocktails), the hotel has also created valuable jobs for residents of the small town, whether they want to stay in Härnösand or gain experience in hospitality before leaving home.
Building the hotel didn’t guarantee anyone would come, of course. In addition to working closely with the regional tourism authority, Hernö offers a selection of curated packages to elevate the guest experience. Its Gin Weekend – which includes a round-trip to the distillery, two-hour gin tasting and three-course dinner – is so popular that demand always exceeds the distillery’s 72-person capacity.
There are few experiences as powerful as being fully immersed in a brand for 48 hours: sipping on a spirit where it is made, seeing the landscape it originates from, and meeting the people who make it. The Hernö Gin Hotell also proves that location needn’t be an obstacle. If getting there is challenging, that can make it feel exclusive. And if the experience outweighs the effort guests have made to get there, they’re sure to leave as passionate ambassadors.
But it’s also crucial to remember that the weather will turn and the tourists will go home. And when that happens it’s more important than ever to ensure you’ve also created a hub where you can serve the community and they can support you.
Sarah Miller stayed at the Hernö Gin Hotell as a guest of Jon Hillgren.
Sarah Miller is a UK-based spirits writer, judge and consultant.
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