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Gin is in: the varying styles of gin are appealing to a wideling range of consumers.


Gin was king of white spirits for many decades, from the pre-Prohibition era and beyond, but by the late 20th century the juniper spirit began declining in appeal in favor of vodka. Now, however, it appears that the current classic cocktail culture is encompassing gin once again. Indeed, anecdotal evidence anecdotal evidence,
n information obtained from personal accounts, examples, and observations. Usually not considered scientifically valid but may indicate areas for further investigation and research.
 suggests that today's gin renaissance is driven by bartenders who in turn are influencing consumers, creating a trickle down Trickle down

An economic theory that the support of businesses that allows them to flourish will eventually benefit middle- and lower-income people, in the form of increased economic activity and reduced unemployment.
 effect to retail stores. Total sales for gin spiked 1.5% nationally in 2008, according to according to
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

 the Beverage Information Group, and industry prognosticators are predicting further growth, causing retailers and tastemakers to declare that gin is in.


The juniper heavy tang of a London Dry Gin is the best-known style of gin and Tanqueray, the top-selling imported gin in the U.S., is the quintessential London Dry. Angus Winchester, the global ambassador for Tanqueray, noted, "The definition of London Dry is quite flexible, but it must have a generous taste of juniper. Tanqueray London Dry Gin is still made to its original recipe created in 1832, which I don't think a lot of distilleries can say. I think of it as the benchmark of London Dry the wayJohnnie Walker Black is the benchmark of blended whisky Noun 1. blended whisky - mixture of two or more whiskeys or of a whiskey and neutral spirits
blended whiskey

whiskey, whisky - a liquor made from fermented mash of grain

Pernod Ricard Pernod Ricard (Euronext: RI) is a French company producing alcoholic beverages. Their most famous product, Pernod Anise (40% alcoholic volume) and Ricard Pastis, are both pastis, and often referred to as simply Ricard or Pernod.  USA just introduced Beefeater beefeater

yeoman of the English royal guard, esp. at the Tower of London; slang for Englishman. [Br. Culture: Misc.]

See : Britain


popular name for a Yeoman of the Guard or Yeoman Warder of the Tower of London. [Br. Hist.
 24, a line extension of the iconic gin, which is more delicate than the original and uses different botanicals.

Another textbook London Dry is Beefeater, known for its iconic image of a Yeoman yeoman (yō`mən), class in English society. The term has always been ill-defined, but generally it means a freeholder of a lower status than gentleman who cultivates his own land.  Warder (the guards to the Tower of London Tower of London, ancient fortress in London, England, just east of the City and on the north bank of the Thames, covering about 13 acres (5.3 hectares). Now used mainly as a museum, it was a royal residence in the Middle Ages.  also known as beefeaters Beefeaters, popular name for the Yeomen of the Guard and for the warders of the Tower of London. Both wear colorful uniforms modeled after those of the Elizabethan period. ) on the bottle. The distillery recently launched a new expression called Beefeater 24, created by master distiller, Desmond Payne. Simon Ford Simon Ford (born 17 November 1981 in Newham) is an English professional footballer currently playing for Kilmarnock in the Scottish Premier League. He is the nephew of former Rangers and Liverpool winger Mark Walters. , the director of trade outreach and brand education for Pernod Ricard USA, the importer and marketer for Beefeater, Plymouth Gin Plymouth Gin is a brand of gin made in Plymouth, United Kingdom. The Plymouth Gin Distillery is located in what was once a monastery built in 1431 by the Black Friars and opens on to what is now Southside Street. It has been in operation since 1793.  and Seagram's Gin, said, "Sencha tea, green tea and grapefruit have been added to the usual Beefeater botanicals and it has an earlier cut during distillation." [Ford refers to the process of distillation when the head and tails are discarded. In the case of 24, the "cut" into the tail of the run is earlier, resulting in a lighter, subtle character]. Continued Ford, "Beefeater is quite a full-on gin, but the 24 is more delicate, while still being a London Dry by definition."



Another top import is Bombay Sapphire Bombay Sapphire is a brand of gin distributed by Bacardi, launched in 1987, having been named via a competitive process whereby a number of leading Madison Avenue agencies were played off against each other. The name hints at the origins of gin's popularity in the British Raj. , marketed by Bacardi USA. The high-end gin that grew an impressive 3.1% in 2008, despite the economic downturn in the last quarter of the year. Bombay Dry Gin is the company's more traditional London Dry, with an emphasis on the juniper berry, whereas Sapphire is their point of departure, being the more delicate version. "Peppers, namely grains of paradise grains of paradise
1. The pungent aromatic seeds of a tropical African plant (Aframomum melegueta) used medicinally and for flavoring beverages.

2. The seeds of cardamom.

Noun 1.
 and cubeb cubeb: see pepper.  berries, are among the ingredients used in Bombay Sapphire. These botanicals really smooth out that heavy juniper character. As a result, when you drink Bombay Sapphire in a dry


Martini with just a whisper of vermouth vermouth (vərmth`), blend of white wines fortified with additional alcohol and flavored with aromatic herbs, spices, and roots. It contains up to 19% alcohol.  you can pick up on all these different types of botanicals. It is a much more versatile gin," explained Giles Woodyer, vice president for Bacardi U.S.A. and brand managing director for Bombay Sapphire.


Gin might be best-known as a British drink, but its origins lie in Holland. Indeed, gin's predecessor, genever, is also making a bit of a comeback thanks to Bols, imported by William Grant For other persons named William Grant, see William Grant (disambiguation).

Sir William Grant (October 13 1752 – May 23 1832) was an British lawyer, Member of Parliament from 1790–1812 and Master of the Rolls from 1801–1817.
 & Sons. The company recently relaunched Bols Genever, causing buzz for the maltwine-based juniper spirit. "Genever is a separate protected category (AOC AOC,
n an acronym for the Aromatherapy Organizations Council.
), like a Cognac or a Bordeaux; it can only be named as such if produced in Holland and must include maltwine," stated Tal Nadari, vice president of marketing for Lucas Bols Lucas Bols B.V. is a privately held Dutch company in the business of production, distribution, sales and marketing of alcoholic beverages. It is the oldest Dutch company still active and the oldest distillery brand in the world.  USA.

John Walker and Co., a wine and spirits shop in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , carries a range of 40 different gins with a few genevers on the shelf too. "We have a good selection of genevers, including Bols and Boomsma Jonge [young] and Oude [old]," said Dominic Venegas, spirits buyer and manager. The store also carries a local version of genever: Anchor Distillers Junipero. "It is their attempt to make genever and is modeled after the 19th century style. It isn't easy drinking, but it has a following," Venegas added.


Genever aside, Dutch gins are known for their more assertive character and higher proof. President of Van Gogh Imports, Jonathan Bleiberg, explained, "The style is typically higher proof. The Dutch believe in complex gins. When people think gin, they usually refer to London Dry. But take a gin like Tanqueray or Gordon's and compare it to ours; they are so distinctly different."


In 2000, Tanqueray 10 was launched. Many industry commentators believe that the citrus-y character of the brand's new expression led the way for what has now become known as the New Western Dry movement. "Tanqueray realized there was room for innovation and sensed that gin was going to regain its status; meanwhile, they looked at other white spirits and thought about how the Martini had been bastardized bas·tard·ize  
tr.v. bas·tard·ized, bas·tard·iz·ing, bas·tard·iz·es
1. To lower in quality or character; debase.

2. To declare or prove (someone) to be a bastard.
 into a vodka drink. So they went away and did a lot of experimentation with citrus. After trial and error, they came up with a combination of white grapefruit, Mexican lime and a little orange along with chamomile chamomile or camomile (both: kăm`əmīl', –mēl') [Gr.,=ground apple], name for various related plants of the family Asteraceae (aster family), especially the perennial Anthemis nobilis, , which gives the gin a really sensual appeal," said Winchester.

Co-founder of Aviation Gin, Ryan Magarian, is a spokesperson of sorts for the gin category and is an advocate for the New Western Dry term. He noted, "The New Western Dry Gin designation seems to have evolved over the past eight years, as a result of efforts from large brand houses and regional distillers in Europe and in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . Taking a good hard look at today's rather loose definition of dry gin, these distillers realized a greater opportnnity for artistict "flavor" freedom and are creating gins with a shift away from the usually over-abundant focus on juniper, to supporting botanicals, allowing them to just about share center stage. And while the juniper must remain dominant in all dry gins to achieve definition, these gins are most certainly defined by the careful inclusion and balance of supporting flavors, creating, what I believe to be, an entirely new designation of dry gin that deserves individual recognition."


"I either say 'Old World' or 'New World,' said Venegas at John Walker & Co. "Brands like Tanqueray or Beefeater, the heavy juniper gins, being Old World. But now we've got all these New World gins coming out. And by 'New World,' I don't just mean the U.S., I'd place Hendrick's Gin Hendrick's Gin is a brand of gin produced by William Grant & Sons in Girvan, Scotland. In addition to the traditional Juniper infusion, Hendrick's uses a hint of Bulgarian Rose followed by a mash of cucumber. Hendrick's Gin is bottled in a dark brown apothecary-style bottle.  [made in Scotland] in there too."


Fragrant, accessible and consumer-friendly, Hendrick's Gin is a brand that has made new gin drinkers out of a nongin drinking generation. "Hendrick's set out to create a flavor profile that would be less intimidating for people that are not used to that strong juniper taste that you can get in a London Dry. We hear it so many times, when people say they don't like gin--but they like Hendrick's," explained Charlotte Voissey, brand ambassador A brand ambassador is a celebrity used to help advertise a product or service. Importance
A company achieves some clear-cut goals by using a brand ambassador. It works out in building brand loyalty, as the consumer may have interest on that particular celebrity.
 for Hendrick's Gin.


Martin Miller's Gin Martin Miller's Gin is a premium gin distilled in the United Kingdom. The product's claim to fame is that it is one of the few gins remaining that are batch distilled. The distilled spirit is then transported to Iceland where it is blended using Iceland's glacial waters.  also breaks the juniper-heavy mold. According to David Bromige, the co- founder and creative director of Martin Miller's Gin, "It does not fall in any single category. It closely resembles a London Dry, but is not strictly categorized that way. It is an artisan gin with a strong citrus overtone overtone

In acoustics, a faint higher tone contained within almost any musical tone. A body producing a musical pitch—such as a taut string or a column of air within the tubular body of a wind instrument—vibrates not only as a unit but simultaneously also in


G'Vine, based in the Cognac region, is the Francophile's answer to gin. G'Vine Floraison features vine flowers, as well as the essential juniper berry and more. The company just launched their second gin, called Nouaison. Audrey Fort, marketing and business development director for Eurowinegate, the owners of G'Vine, said, "G'Vine Nouaison is a new interpretation of G'Vine and focuses on the next step in the vine's lifecycle. After the blossoming period in June comes the setting, known in French as Nouaison; it's the birth of the berry. It is stronger and spicier than Floraison with a more dominant juniper berry note."

Distilled in smaller pot stills and made with a medley of 19 different botanicals, Citadelle Gin is another French juniper spirit by way of the Cognac region. The company recently launched a new, heartier, barrel-aged expression called Citadelle Gin Reserve. Guillaume Lamy, Cognac Ferrand's vice president of sales for North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere.  noted, "Citadelle Gin Reserve has a much rounder mouthfeel. It shows rancio and vanilla from our used cognac casks. It is very complementary with the overall taste profile of Citadelle Gin. Six months of aging adds a refinement that we cannot get out of a pot still. The best way to consume the Reserve is in a Martini with orange bitters Orange bitters are a cocktail flavoring agent. Many cocktails traditionally contained orange bitters, but are presently excluded. Orange bitters are currently enjoying a resurgence among cocktail enthusiasts . ."


From back in Britain, Pinnacle Gin debuted in the U.S. last year. Imported by White RockDistilleries, Pinnacle (which also features a vodka) is distilled five times and infused with various botanicals as well as juniper flavors. The 80 proof gin comes in a shapely shape·ly  
adj. shape·li·er, shape·li·est
1. Having a distinct shape.

2. Having a pleasing shape.

, upscale package and is available nationally in severalsizes.


The birth of the American micro distillery has launched a handful of regional gins. Venegas noted, "At John Walker and Co. we carry the major brands, but the majority of our gins are from small distilleries, many of them are American. We're seeing micro-distilleries popping up all over the place. We are big supporters of Aviation Gin [made in Oregon[. As a sustainable gin, Bluecoat blue·coat  
A person who wears a blue uniform, especially a police officer.

 from Philadelphia does well. There has been a strong interest among consumers for organic and sustainable wines and it is crossing over into the spirits world. Local gins are big here too; Sarticious is made in Santa Cruz Santa Cruz, city, United States
Santa Cruz (săn`tə krz), city (1990 pop. 49,040), seat of Santa Cruz co., W Calif., on the north shore of Monterey Bay; inc. 1866.
, Gin 209 and Anchor Steam's Genevieve and Junipero are based in San Francisco."


Astor Wines and Spirits in New York City New York City: see New York, city.
New York City

City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S.
 boasts an impressive selection of juniper spirits. Their best-selling gins are British, namely Tanqueray, Bombay Sapphire, Hendrick's Gin and Plymouth, but the store is on the cutting edge of small production American gins. "The brands we really like are Aviation, Anchor Distillery, Clearheart Gin [Iowa] and Death's Door Distilled Gin [Wisconsin]," said Bill Kenny, store manager and spirits buyer.

Indeed, America's top-selling gin is produced domestically. Seagram's continues to launch new flavor profiles of gin including Seagram's Grape Twisted Gin, which launched in December 2008, joining the likes of Lime Twisted, Orange Twisted, Raspberry Twisted and Apple Twisted Gins. Pernod-Ricard suggests it is a brand that consumers can rely on, especially during today's credit-crunch times.


Another popular domestic gin is New Amsterdam, from E&J Gallo. The name is a nod to history--when New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of
 was owned by the Dutch--though the gin itself is made in California. It has had a phenomenal two years on the market, selling 450,000 9-liter cases in 2008, and on track to gain significant sales again in 2009, according to the company. New Amsterdam, too, offers a twist on the traditional, by toning down the juniper in favor of more citrus notes. According to Kenny at Astor Wines & Spirits, "Retailing at $13.99, New Amsterdam is the best gin for the price."



Educating the trade and consumers has always been top priority for Plymouth Gin, a protected geographical indication gin. Plymouth Gin took a grassroots attitude by employing hip brand ambassadors to reach out to bartenders and retailers and now Plymouth is an industry favorite. "It was quite a unique strategy for the time," said Ford at Pernod Ricard. "Now everyone's doing it and hiring smart brand ambassadors like Charlotte Voissey [for Hendrick's gin] and Angus Westchester [for Tanqueray]."

Bombay Sapphire uses a signature cocktail as its selling tool. Explained Woodyer, "We've been educating consumers and retailers through the Sapphire Collins, which is a twist on the Tom Colhns. The key is to use fresh ingredients. Every bar in America and most homes have lemons and sugar, so it's an accessible drink and it is a particularly refreshing cocktail for the summer." A nifty citrus squeezer is provided to retailers for in-store tastings, and it is sold as part of a premium pack in select markets. "We think of the citrus squeezer being to gin what the muddler is to rum," said Woodyer.

Last year, Astor Center (Astor Wines and Spirits educational facility) held a gin event split into two segments, one for media and trade and the other for the public. Eighteen distilleries were invited to submit their gin to a blind tasting. The roster included traditional London Dry gins, Dutch gins and New Western Dry gins. Tasters were asked to vote for their top three favorites. The winning gins for the media and trade segment were Tanqueray Rangpur, Broker's Gin and Zuidam. In the consumer voting, it was a two-way tie, with Martin Miller's and Beefeater Gin followed by Blue Coat Gin and New Amsterdam Gin. The tasting successfully divulged the wide breadth of different styles and categories when it comes to gin, something that gin producers and retailers are relying on to help spur ales in the category.

THE GIN AND TONIC Noun 1. gin and tonic - gin and quinine water
gin - strong liquor flavored with juniper berries

highball - a mixed drink made of alcoholic liquor mixed with water or a carbonated beverage and served in a tall glass

The thirst-quenching Gin and Tonic has had a makeover. "One of the telltale signs of gin's popularity right now is the phenomenal success of GL Tonic and Fever-Tree," said Simon Ford at Pernod Ricard. "They've had such a rise in sales, which tells me that the Gin and Tonic is really making a comeback."

"We have seen growth of around 250% last year. The majority of the consumption of our tonic water is driven by gin sales (after all, 80% of gin is consumed with tonic).The premium Gin and Tonic is unquestionably un·ques·tion·a·ble  
Beyond question or doubt. See Synonyms at authentic.

 making a comeback, fuelled by the increasing number of high-quality gins and the birth of the premium tonic. These new tools are allowing bartenders and home consumers to once again embrace this classic cocktail," stated Tim Warrilow, co-founder of Fever-Tree.


Tonic expects to more than double its sales this year, despite the economic downturn. Founder Jordan Silbert said,"Liquor stores are O Tonic's best channel for sales. Spirit shops such as BevMo! And Sam's Wines & Spirits are selling lots of (1 Tonic and actually stocking it in both their mixer sections as well as their spirits sections. Shoppers are spending about $30 on their favorite gins and don't want to ruin them by mixing with tonic water that's basically all high fructose fructose (frŭk`tōs), levulose (lĕv`yəlōs'), or fruit sugar, simple sugar found in honey and in the fruit and other parts of plants.  corn syrup and artificial flavors."

Both GLTonic and Fever-Tree have teamed up with gins such as Hendricks, Beefeater 24, Blue Coat [for O Tonic] Plymouth, Tanqueray, Bombay Sapphire, Millers Gin, Hendricks Gin, Citadelle, Whitley Nell [for Fever-Tree] to promote the pairing of premium gin with quality tonic water.


Old Tom is an historical, slightly sweet, style of gin, originally consumed in Britain in the 18th century. It is a niche spirit that nevertheless has its share of fans. "Haymen's Old Tom Gin has quite a following. It makes good classic cocktails like the Tom Collins," explained Bill Kenny, store manager and spirits buyer, Astor Wine and Spirits, New York City, NY.

Sloe Gin, made from slow berries, is an English liqueur liqueur (lĭkûr`), strong alcoholic beverage made of almost neutral spirits, flavored with herb mixtures, fruits, or other materials, and usually sweetened. The name derives from the Latin word to melt.  with a gin base. Plymouth Sloe Gin is the most respected brand for its time-consuming, additive-free recipe. Dominic Venegas, spirits buyer and manager, John Walker & Co., San Francisco, CA, said, "Plymouth Sloe sloe, name applied to the blackthorn and also to various American wild plums.  sells like hotcakes here. When it launched last year, it gained a lot of interest because it is so unique. San Francisco is a very cocktail-oriented city. And Sloe Gin is known as an ingredient in drinks like the Sloe Gin Fizz, made with gin, a little sloe gin, lemon juice and egg white."

(Thousands of 9-Liter Cases)

Brand                  Supplier                  2007     2008   % Chg

Seagram's Gin          Pernod Ricard USA        2,901    2,786   -4.0%
Tanqueray              Diageo                   1,505    1,445   -4.0%
Cordon's Gin           Diageo                     808      810    0.2%
Bombay Sapphire        Bacardi USA                780      804    3.1%
Beefeater              Pernod Ricard USA          573      558   -2.9%
Gilbey's Gin           Beam Global Spirits &      482      467   -3.1%
New Amsterdam          E&J Gallo                  100      450      ++
Burnett's White        Heaven Hill                362      365
Satin Gin              Distilleries
Barton Gin             Constellation Spirits      350      343    0.8%
Fleischmann's Gin      Constellation Spirits      299      294   -1.7%
Total Leading Brands                            8,160    8,322   -2.0%
Others                                          3,055    3,057    0.1%
Total Gin                                      11,215   11,379    1.5%
(++) Greater than 100%
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Author:Govinda, Pameladevi
Publication:Beverage Dynamics
Date:Jul 1, 2009
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