a bar professional, one can overcome these boundaries. He recommends targeting cocktails that embrace already familiar tastes while showcasing gin, such as the the Red Snapper, a gin-based Bloody Mary, or the White Lady, a gin Margarita, both classic cocktails that neither mask nor overwhelm one with juniper flavor. Incorporate aromatics like mint and basil, play to the spice and herbaceousness of the spirit while balancing with a hint of citrus or a splash of soda. Build your cocktail around a spirit, not a brand. Mr. Winchester believes, “If you choose to work around one botanical in a brand, you limit the scope of your drinks. Classic drinks, ones that stand the test of time, work with any brand in the spirit.” Mixology is establishing a perfect balance, a harmony between the complex spirit and its counterparts. Catering to patrons however, is knowing your products and targeting the brand that best suits the individual. David Bromige and Jacob Ehrenkrona, owners of Martin Miller’s Gin, embrace the complexity of gin, recognizing that quality botanicals and refined distillation techniques create the most beloved of spirits. Aware of the conflicted gin resurgence, they set forth to create a cleaner, softer and crisper spirit than its juniper-heavy predecessors. “At the time when we started on Martin Miller’s Gin, back in 1998, pretty much all gin came with that strong, dominant, some might say overpowering juniper ‘rush’ loved by a generation of older gin drinkers. However, (this intense juniper flavor
“It’s not just history in a glass, it’s romance and adventure too.” — Martin Miller’s
By Deborah Harris, Nightlife Consultant & Mixologist
and even more demanding of a sophisticated drink fueled by a discerning thirst. Classics have overcome fruity concoctions. Bartenders are capable of balancing stiffer spirits in mixed cocktails and patrons are receptive to indulging in them. Gin is no exception. You can introduce any flavor to juniper, from sharp to bitter to sweet. Though the berry may intimidate some, it offers immense mixability. It is most important to realize that many guests may think they do not like gin. Angus Winchester, the Global Brand Ambassador for Tanqueray, suggests that as www.barbizmag.com
April 2013 Bar Business Magazine
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