Gin Guild bullish about the future of gin

05 June, 2014

The gin category is expanding, and fast, the first grand rectifier of the Gin Guild Christopher Hayman announced at the first Gin Guild Ginposium last Tuesday (June 3).

Hayman (pictured) has been in the industry for forty years and considers the here and now to be “the most exciting time.

“There is a hunger to understand how gin is made and an innovation in gin styles and serves,” he said.

He believes the historic strength of the global gin category, the development of new brands and the innovation in gin serves are leading the gin- and subsequently tonic-renaissance.

“Cocktail knowledge is so superb today, when compared to 10 years ago,” Hayman stated. With many bars now offering menus solely dedicated to G&Ts, the Gin Guild grand rectifier says: “Even the garnish has been made into theatre- ice, mint, squeeze of lemon etc- it is great to watch.”

Thames Distillers’ director and master distiller Charles Maxwell seconds this. He said: “The last 8 to 10 years have seen new life, excitement and innovation come into the market.

“You don’t need to be Diageo to get into the gin market, the internet is a way to get in the and introduces a mode of communication.”

There are now in excess of 200 gin brands and the number of flavours used in various gins range from four to 47.

“The inevitable other side to excitement and innovation though is controversy and the pushing of boundaries,” Maxwell cautioned.

Maxwell also points to the possibilities of an over-crowing in the market and the consumer interest versus consumer confusion conflict.

“For most people, gin is something that is simple and straight forward. Often, the average consumer doesn’t want to spend more time learning, gin is something that is easy.

“There are positives and minuses”- the Thames Distillers director added but, when asked about the future perspectives for gin, Maxwell said: “The future for gin is pretty bullish, I’m feeling pretty bullish about the future.”





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Dominic Roskrow

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