Star of Bombay seeks 'leadership role' in gin industry

03 April, 2017

Bombay Sapphire wants to ‘demonstrate a leadership role’ in the gin industry with the launch of Star of Bombay.

Star of Bombay (47.5ABV) is a ‘slow distilled’ gin launched by Bombay Saphire which contains 12 botanicals chosen by Ivano Tonutti, head of botanicals at Bombay Sapphire.

Julian Davies , global marketing manager at Bombay Sapphire, said: “For a brand like Bombay Saphire, which most people have heard of,  it is important to take a little bit of a leadership role within the gin industry.

“People are trying to find their way around the gin category and they can’t only go off price.”

The slow distilling of gin is achieved by lowering the temperature of the distillation process which means that the vapours take longer to pass through the botanicals.

Davies added: “From a marketing strategy point of view I think the gin category right now is very interesting, it’s proliferating with a huge number of new brands coming into the category.

Drinks International attended a 'slow artistry' dining experience hosted by brand owners Bacardi to demonstrate the gin's botanicals: 

#starofbombay mixed with rose water, lemon and orange zest served with a meringue....oh and a dessert

A post shared by Drinks International (@drinksinternational) on Mar 30, 2017 at 12:49pm PDT

“From a consumer point of view people are starting to learn more about gin and there is an opportunity for brands like Bombay Saphire to demonstrate a leadership role in that category.

“What we’re trying to do with Star of Bombay is to say ‘here are a number of things we’ve played with and we hope you enjoy them’.”

Star of Bombay retails at £36 and is available from stockists throughout the UK.

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