Spirits
Preventing gin’s bubble from bursting
Sales of gin in the on and off-trade exceeded £1bn for the first time in a 12-month period this year, according to new figures from the Wine and Spirit Trade Association this week.
However, the category can only continue to go from strength-to-strength if more distillers make an effort to experiment with “out-of-the-ordinary” flavours, founder of the Yorkshire-based Masons Gin brand co-founder Karl Mason told The Morning Advertiser.
“It’s got to be about letting customers see something unique, that hasn’t already been done,” said Mason, who will be exhibiting at the Future Trends: Spirits event in London on 3 October.
Label is 'only difference'
“Every gin bottle is different but often, when you try them, the label is the only thing that distinguishes one liquid from another – it can be quite boring.”
Bubble to burst?
“But on the gin bubble bursting? I don’t think that’s going to happen anytime soon. Customers are so educated on it now and even if it stops being people’s first choice of drink, I think it will remain their second or even third”
- Masons Gin's Karl Mason
Novel flavours launched by Masons include its recent Yorkshire Tea Gin and its Lavender edition.
The founder also lays claim to creating the world’s first distilled sloe gin, which has been created especially for a gin festival where it will be exclusively available until after Christmas.
“I think bartenders are driving this demand for new and exciting flavours, they want to try new things,” continued Mason. “But we’re only scratching the surface with the things we’re doing and the country as a whole with cocktail serves.
“But on the gin bubble bursting? I don’t think that’s going to happen anytime soon. Customers are so educated on it now and even if it stops being people’s first choice of drink, I think it will remain their second or even third when it’s not the 'in thing'.”
Steadfast in his belief
Yet, Mason is steadfast with his belief that makers need to make more flavour choices rather than more basic gins.
It is amazing to see so many new distillers still launching, despite the gin boom starting years ago, he added.
“I think they’re brave, but are they doing it for the wrong reasons? Possibly they’re doing it because they want to cash in on the growing market, but things are getting harder and those makers without the passion and drive won’t be around for long.”
That said, the gin founder urged operators and consumers alike to try as many of the newly launched gins as possible, “because there might be a really good one that won’t last for long”, he added.
Future Trends: Spirits event
To book your place at the Future Trends: Spirits event either visit www.spiritssummit.co.uk or contact Joanne Horton by email at Joanne.Horton@wrbm.com or by phone on 01293 610 403.
Event partners include headline sponsors Diageo and Schweppes, associate partners Pernod Ricard UK and the WSET and bar partners City of London Distillery, Masons, Slingsby and Warner Edwards.
Other speakers on the day include gin expert David T Smith, CGA Strategy, Euromonitor International and Seedlip founder Ben Branson. Visit the event website to see the full agenda.
