Gin
Let the summer beGin! Gin is for the summer lovers, with its fresh tastes and popular pairings, and there are a variety of flavours out there ready to be explored.
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in is one of, if not THE, most popular spirit among drinkers during the summer months. Just imagine, glasses filled with ice and fresh fruit garnishes, mouth-watering colours and flavours… However, we want to introduce consumers, as well as venues, to the variety of gin flavours out there that can make your back bar that bit more exciting. The flavour of gin can market the drink itself. Pink gin is a light, berry tasting flavour
of the traditional spirit that is beloved by the public, but it’s not the only flavour out there for the summer. The Lanesborough Hotel in London has The Library Bar which homes numerous flavours of gin. Speaking with Mickael Perron, Library Bar Manager, he believes that not having enough variety could turn customers away who are looking for different flavour offerings; “I don’t think that a variety of gin boosts sales
looking for exiting experiences, because there is a level of trust between the server and the guests”. It’s no secret that the popular flavours of gin will always stay, but there is room for an introduction to different flavours which could even change the narrative. Flavoured gins make the best tools for mixologists to use, and a simple G&T can be so much more for people who aren’t particularly keen on this flavour.
There is a real feeling that you can trust your barman, and it’s a reason why the consumers are now looking for exiting experiences, because there is a level of trust between the server and the guests. for a venue, unless they are gin focused. I’d rather say that missing a variety of gin could lead to missed opportunities though”. Speaking of variety, it helps to have experienced staff behind the bar, with profound drinks knowledge, that can talk about any spirit with enthusiasm - supplying good recommendations that accommodate the customers’ preferences; “There is a real feeling that you can trust your barman, and it’s a reason why the consumers are now
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However, Mickael Perron, Library Bar Manager, commented; “A G&T is a very personal drink, and adventuring in reworking such a popular order can lead to some guest disappointment. I personally prefer to work with flavoured mixers, such as the London Essence tonic varieties, and a focus for the overall aesthetic appeal of the drink.” It’s true that there is caution around experimenting with such a staple order, which is why it could be important to
Gin
keep the traditional G&T as it is, but stock a variety of flavours in case customers want a bit more flavour to their tipple. The Gin Inn, based in Surrey, has over 90 different gins on offer. They make the customer experience personal by offering catering services for events, even naming a special after the individual. They encourage their consumers to try different flavours; “We have always found that our clients get excited about the prospect of trying new gins and the variety, even people who say they don’t like gin end up getting involved.” Hannah Jackson, Director for The Gin Inn, explained. She continued; “I feel like gin is an engaging conversation – it allows you get to know your customer and then make them come back again!” By having a variety of gins, not only does it expand your menu, it can be a good marketing tool too. Since lockdown, people have become more adventurous, excited about new and intriguing picks. Gin flavours are no exception; “I think venues should cater for a wide selection of gins but it’s worth thinking about what you are buying”. Like most spirits, gin can be seasonal, with certain flavours attributed to different times of the year. Venues should be cautious to stock the right variety for the summer. It’s also about understanding the type of clientele you have; “I wouldn’t go mad on different bottles. We find that we know what gins will go well with different types of clients – if you look at who your consumers are you should be able to tell what types of gins would go well for them.” Hannah commented. Make the most of your local distiller if you have one. The Gin Inn use locally distilled gins in their stock; “Wessex – Alfred the Great is amazing, Sherlock and Sons, Gorilla Spirits, Mermaid, Silent Pool – all great and local to us!”. This can also be another marketing strategy to upsell your traditional
I think venues should cater for a wide selection of gins, but it’s worth thinking about what you are buying. G&T as well as the other flavoured gins they might make for the summer months. Always sell your spirit with a story as this can promote flavours that may not sell as well. For one gin bar though, they believe that gins market themselves. The Gin Sanctuary in Plymouth say this can be achieved through bottle design in addition to the garnish and serve.; “Generally, if the flavours are crowd pleasers, then the gin markets itself.” Well-known brands can use eye catching containers when promoting new flavours. Even for lesser-known brands, the bottle will always stand out, whether it’s on social media, on the menu or behind the bar. Speaking with creative director, Aaron Ashton, he said; “There is definitely a culture of ‘Gin Magpies’ who are only interested in eye catching bottles, labels and glasses and when bars and restaurants
lean into stocking these bottles then they often win at upselling new flavours and expressions of gins as people eat, drink and buy with their eyes.” If the brands you stock look visually appealing, it’s more likely to boost sales of flavoured gins that don’t sell as well; “It has never been easier to provide value through choice”. Where people have been drinking from home, this has allowed them to explore supermarket aisles in search for their preferred flavours, opening them up to new picks along the way. Now that lockdown has lifted, customers are more informed and aware of the variety of choice they have and will be looking for that when they go out. “Venues which provide an experience allowing guests to try a variety of different flavours/serves that they might not ordinarily go for, mixed in with serves that they do order, have their perceptions changed because the consumer has enjoyed the discovery experience”. Aaron digresses that experience is also important when upselling gin flavours. If the experience is good, consumers will return and bring new customers back to try it out for themselves. Renowned for having the world’s best-selling pear cider, Kopparberg will be conquering the gin market themselves, experimenting with exciting flavours for the summer. Rosie Fryer, Senior Brand Manager, told us; “We know that gin drinkers in general are exploratory in taste and like to try new flavours, meaning that by adding seasonal variants to your menu, www.barmagazine.co.uk
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Gin
Tanqueray Blackcurrant Royale and Tonic (2.1 units of alcohol)
What you’ll need: 50ml Tanqueray Blackcurrant Royale 150ml premium tonic water Garnish with fresh blackcurrants / blackberries and lemon
How to make: Fill a copa glass with ice Pour Tanqueray Blackcurrant Royale over ice Follow with premium tonic water and stir Garnish with a handful of dark berries and a wedge of lemon
It has never been easier to provide value through choice. operators will ensure the offering is kept fresh and your customers will keep coming back. Keep your eyes on Kopparberg for new seasonal flavoured gin launches later this year”. Some exciting recipe ideas to try from the summer courtesy of Faith Holland, Head of Category Development for Diageo on-trade: Karl Mason, Director and Co-Founder of Masons of Yorkshire, believes that; “As customers come to expect a gin selection, stocking up on new, experimental flavours is more important than ever before. That said, venues should never forget the favourites. “In addition to Masons Original, we have four other gins in our core range including; Masons Tea Edition, Pear & Pink Peppercorn, English Lavender and Orange & Lime Leaf. On top of this, we have a selection of special editions, which includes Distiller’s Strength (distilled to 53% ABV), a summery Pink Grapefruit & Cucumber and a fresh and fruity Raspberry Gin. This allows our customers to experiment with new flavours and keep their range fresh.” He continued. Stocking a variety of gin flavours boost sales for venues. Jo Jacobius for Brockman’s gin explained; “Consumers are more interested now than ever before in gin as a category and like to have a choice. Just as you wouldn’t stock one beer, having
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a variety of styles is important. “Make sure the bar team know the botanicals in each and the story behind each brand. Make use of the brand sales teams or brand ambassador to guide you. Ensure that you have a traditional London dry plus a selection of contemporary brands, including Brockmans, which we describe as ‘The Properly Improper Gin’ as it’s unlike any other super-premium gin and is an excellent and accessible addition to your premium gin portfolio. It’s the quality of the offering, not the quantity, that counts, so if you are limited on space, just ensure you have a handful of truly different gins that each bring something very different to, and earn their place on, the back-bar”. If you’re wondering how to provide a unique angle on your sales, Claire Murray, one of the owners of Rock Rose Gin, explained how their environmentally friendly approach reaches a niche market and is also sustainable for the business and the planet; “Importantly, a key aspect of our own marketing is telling people how sustainable we are as a company. “This adds interest to our story, though that’s not why we do it. We are so committed to being an eco-friendly company that we even appointed a dedicated Environment Manager to the team, which I think is unusual for a small
Or if you fancy a more ‘citrusy’ tasting bev, there’s Gordon’s Mediterranean Orange & Tonic; What you’ll need: 50ml Gordon’s Mediterranean Orange Distilled Gin 150ml chilled tonic Wedge of orange Garnish with rosemary (optional)
How to make: Fill a chilled Copa glass with fresh ice cubes Pour Gordon’s Mediterranean Orange Distilled Gin over ice Top up with 150ml chilled tonic Add a wedge of orange and a sprig of fresh rosemary Give it all a final stir
company. We are passionate about making products that are good for the planet as well as good to drink and so, for instance, once our botanicals have worked their magic, they are used by a local farmer for fertilisers. We have solar panels. We have created, for the consumer market, fully recyclable refill packaging. Not everyone cares about sustainability, but we do - and we know that over half of consumers do. So, it’s something for bars and other venues to consider when they decide which brands to stock”. Whether it’s a hotel, gin bar or cocktail hut, stocking a variety of gin can help increase your venue’s popularity and boost sales as the weather continues to heat up. So have your gin bowls at the ready!