Gin as a Tonic
Once called ‘mother’s ruin’, gin is no longer seen as the cliched drink of choice for women in a crisis or the serious half of a ‘G&T’. In fact, this much-maligned spirit is experiencing a resurgence as the drink of the moment.
Nick Worthington, brand manager for Inspirit’s No 3 gin explains, “It is a really exciting and ever-expanding category that is in massive boom at the moment.” The gin explosion has been attributed to the influx of craft distillers, innovation and marketing from leading suppliers as well as the link that has been made between gin and food.
Range of flavours
Gin has a huge spectrum of flavours and styles. Some are juniper-led and others fruit-led. As a result, some gins are heavy and others remarkably light. Now appreciated as a delicate drink that can be drunk neat, many new gins are being launched with this in mind. Geraldine Coates, author and all-round gin expert, thinks drinkers need to be re-educated. “People need to understand that each gin is different,” she says. “You wouldn’t drink the same wine every week, so why should you with gin?”
Classic cocktail ingredient
Tim Stones, gin ambassador for Pernod Ricard, underlines the importance of gin in cocktails, “There is a massive resurgence in classic cocktails, prohibition-style drinks. People have been going back to simpler, bolder flavours. People need to start thinking beyond the gin and tonic. Gin is a fantastic, versatile mixer.” In addition to cocktails, gin can also generate profit in the winter months by being sold as a hot gin punch.
Maximising gin revenue
Geronimo Inns has a ‘gin palace’ amongst its group of pubs. By featuring bottles in the back-bar display, having a gin list and featuring it on food menus in dishes such as gin and tonic sorbets and gin-cured salmon, sales of gin are 40% higher than at its other pubs.
Beefeater is pushing the boundaries of the gin category with the launch of Beefeater Burrough’s Reserve, a hand-crafted, ultra-premium gin. Recommended to be served neat, it redefines the way gin is consumed by presenting a new experience for those seeking to explore the world of premium quality gin. Distilled in a small historic copper still from the 19th century, Beefeater Burrough’s Reserve is then rested in Jean de Lillet oak barrels, the only gin to have ever been treated in this way. Adam Boita, marketing controller at Pernod Ricard UK, says, “The launch of Burrough’s Reserve will continue to cement Beefeater as a premium spirit and driver of innovation within the gin category. We are looking to challenge gin lovers’ perceptions and redefine the way in which they consume gin by introducing them to a new way of enjoying their favourite spirit.”