The World, at a Glance.

Heaven & Hell is not a drink but a doctrine: that you live only once, that your time is counted, and that each evening you may take it back. What follows is our world — its truth, its place, its origin, its rite, and the rules that bind every product we make into one soul.

The Rite seven steps

The world stays at the door. Unreachable, so you may be reachable to yourself.

A signal: now I begin. The world outside falls quiet.

The HH47 soundtrack lifts you and leads.

Gel and water return you to your own body.

Vitamins and peptides. Care, not habit. Skin firm again.

The peak of the rite. Permission. Reward.

You feel yourself. You need nothing else — only HH47.

The slowest breath of all, measured not in minutes but in ashes.

The hour is yours. The rite is complete.

0 • The only truth

You live only once.

Time is measured out at birth — a silent, final sum. No one tells you how much. You only know it never returns.

Each day the world takes its pieces: the rush, the noise, the expectations of others, a stress you never chose. Allow it, and it takes the most — the very days that were meant to be yours.

Heaven & Hell is not a drink. It is a reminder: that this evening is yours, that you may stop, set the day down, and take your time back. We do not romanticise time — we respect it. It is the one luxury no house can manufacture.

This is the first vow of our world: to live the time that is ours, fully and on purpose.

This is the first vow of our world: to live the time that is ours, fully and on purpose.

Value yourself. Value time. You decide whose it will be.

Heaven & Hell

Spend every gift.

When the time for rest comes, all your talents gather around you. Some thank you for the day you conjured by putting them to use.

Others — those in the front row, whom you should have seen at once but did not, blinded by the fog of the soul — are angry; yet they wait, in hope that you will notice them, and use them.

You never know when your soul will begin its farewell. When it does, may there not stand around you all you left unused — the people overlooked, the gifts unspent, reproaching you: “We were beside you all along, and you never saw us.” Life is one, and only one. Tend it as you tend your armour, as you tend your body.

To use a gift is to thank the life that gave it.

The rite clears the fog, so you finally see what stood before you all along.

Heaven & Hell

We are both.

We are neither only light nor only shadow. In a single day we live heaven and hell — and this is not a flaw to be fixed, but a fullness to embrace.

The world teaches us to pretend — to be composed, calm, “fine” at all times. Heaven & Hell says the opposite. Today you lived both sides; both are real, both are allowed. The brand never forces a choice between light and dark — it gives you permission to feel both, without shame.

In the moments of our rite, every tear that falls upon the floor of our kingdom is not a tear of regret — it is a seed. A seed of a better morning, one that will sprout and bear our inner peace.

Stop pretending. Both are real. Both are allowed.

Heaven & Hell

Born on the thin line.

Our philosophy has a real, physical home: Prekmurje, the plain along the Mura — a river that both divides and unites two worlds.

A land of edges and crossings, with its own dialect, its own rhythm, its own hidden beauty. Our home is Velika Polana: sky, storks, silence.

Here roots are not a decorative “made in Slovenia” label. They are specific, peripheral, a little mysterious — exactly what the global world cannot find anywhere else.

We carry this border within us — and pour it into every bottle.

Here the thin line is no metaphor — it is the ground we stand on.

Heaven & Hell

Where 47 comes from.

Before 47 botanicals or 47% — there was one mulberry tree, 47 years old, and a fruit loved since childhood.

From it is born the Mulberry Signature: a gin made over 147 days, of which there are only 47 bottles a year — as many as one tree gives. Not deliberately limited; naturally limited.

A rival can copy a recipe. They cannot copy this tree. Here 47 and 147 meet: rarity and devotion, memory and mastery — the one wholly inimitable part of the brand.

Devotion cannot be scaled; it can only be given, one season at a time. 47 is my signature. On the label, the botanicals and the percentage; beneath it, the mulberry. A signature can be imitated; roots cannot.

They cannot copy this tree, this memory, this childhood. Because it is me.

Heaven & Hell

The Two Rites of Return.

We do not sell gin. We sell the hour you take back. You enter your kingdom; the world stays at the door. Here you are sovereign — and the evening has two faces, as the soul has two sides. First, set the phone aside; then choose your rite.

The Two Rites of Return.

We do not sell gin. We sell the hour you take back. You enter your kingdom; the world stays at the door. Here you are sovereign — and the evening has two faces, as the soul has two sides. First, set the phone aside; then choose your rite.

The rite of armour • You rise

Under the water, the HH47 gel washes the whole day's stress from you.

The rite of surrender • You let go

You peel the clothing of stress from your skin like a second hide.

The lotion feeds the body, sends blood through it again, restores your armour. Not care as indulgence — care as re-arming. You stand clean, awake, sharp, the HH47 sound beneath it all. You feel unstoppable. The day did not break you — you took your armour back.

You drop the bath bomb into the water, sink into the tub, and surrender to hedonism. Beside you a gin tonic, candied pumpkin sticks, and all around the HH47 sound. You do nothing. You prove nothing. You simply are. Permission, without shame.

Once the warrior who dons the armour, once the king who surrenders. No product is a category — each is a step of one of the two rites.

One soul, the whole scale.

We are not only heaven and hell, but the whole scale between — sharp and sweet, clear and dark, calm and intense. Each family is a different register of the same inner world, all created with Kocbek and Lušt.

Backbone • flagship

Gold 47

London Dry. The face of the house: 47 botanicals, 47%, €47. Clarity, and the peak of the rite.

Softness

Liqueurs

A gentler tone — for moments of more sweetness, greater intensity, less edge.

Play

Vodka

Experiment and cocktail — when hedonism turns creative.

Depth

Brandy & Rum

Warmth and ageing. A darker, slower end to the evening.

At the summit: Kocbek Royal — 47 hand-filled bottles in Rogaška crystal. Not offered, but discovered. €1,470.

The final breath of the evening.

Gin is the highlight of the ritual. Smoke is its conclusion. Where gin grants permission, the cigar grants time—the slowest of all pleasures, measured not in minutes but in ash.

Like everything in our world, smoke also comes in pairs. Gold47, light smoke, clear and creamy, the heavens of the leaf. Black47, dark smoke, deep and silent, its hell. The same duality inherent in gin now comes to life in the smoke: gold on black, light and shadow, a fine line revealed in the rising wisp.

It’s not about tobacco for tobacco’s sake, and it’s never just a habit. It’s the final ritual of the hour you’ve reclaimed for yourself—the moment when nothing more is demanded of you, when you simply sit, breathe, and are. The competition can sell a cigar. But it can’t sell this silence, this ritual, this moment that is entirely yours.

Smoke curls along the line between heaven and hell. So do we.

The slowest pleasure is the deepest. Smoke knows no time but its own.

Heaven & Hell

A soul you can hear.

“The Devil in My Eyes.” “Heaven Dressed in Hell.” “Reset Moment.” Sensory brands have a scent, an image, a space — but rarely music.

Music is the only medium that carries emotion instantly, without translation. Heaven & Hell has its own soundtrack, written first-hand and multilingual from the start, for foreign ears.

It is no marketing add-on. It is a soul one can hear and share before ever touching the bottle.

All of our music is available on YouTube, TikTok, and Spotify. You can find it on YouTube on the Heaven & Hell Gin channel, @heavenhellgin.

Close your eyes, and you already know us.

These are not songs — this is our philosophy, sung aloud.

Heaven & Hell

Prekmurje in one voice.

We are not a lone start-up knocking on foreign doors. We are curators of Prekmurje excellence — gathering the best the region offers and wrapping it in a world of ritual and duality, the way Champagne, Parma and Tequila are made.

Tradition

Kocbek

An oil mill since 1929, EU protected origin, third generation — oil already on tables from Dubai to Japan.

Desire

Lušt

The country's largest tomato grower, by the Mura, warmed by geothermal water. Their own word: paradise tomatoes.

Three masters from the same plain, one duality — partners who bring at once proven quality and proven export reach.

For the one who has lived.

We speak to the adult who knows a day can be heaven and hell at once — who, at its end, deserves the rite.

They seek neither escape nor mere fun. They are mature enough to admit their own complexity — and refuse to let their hours be spent by anyone but themselves.

From tense to calm, from scattered to present: the hour, taken back as their own.

We do not chase everyone — we belong to the few who choose to live awake.

They do not buy a product — they buy a change of state.

Heaven & Hell

Seven unchanging rules.

  1. Duality is creed, not decoration. Every product holds both sides: sweet and bitter, warm and cold, light and shadow. Gold on black.
  2. Everything is a rite. We never sell an object — we sell a step in the ceremony of returning to oneself.
  3. The tone is honest and mature. Neither soothing nor aggressive. Without shame. It speaks to one who has lived.
  4. Prekmurje is soul, not a label. The place grounds the philosophy — the Mura as the thin line.
  5. Coherence before count.. Breadth is allowed only while one unmistakable world binds it. A product must be recognisable without a logo.
  6. 47 is our signature. 47 botanicals, 47% alcohol, €47 — and in the shadow, a meaning that remains ours.
  7. Time is the only luxury. We never sell escape from life — we sell its reclaiming. Every word honours one truth: you live only once.

You feel the thin line. Yourself on both sides.
And the hour, taken back as your own.

You only live once • Take back your time • Only HH 47