Beverage Dynamics

Beverage Dynamics July-Aug 2014

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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Page 36 of 51 July/August 2014 • Beverage Dynamics 37 A mericans are rediscovering the affordable elegance and unrivaled complexity of premium gin. Crafted according to a secret blend of aromatics, every brand is endowed with an engaging personality as individually distinctive as DNA, which explains why no two smell or taste the same. So when gin fanciers say they fancy a particular gin more than the others, believe them. "Gin is defi nitely undergoing a reappraisal by trade and consum- ers," explains Bob Fowkes, director and co-founder of Brockmans Gin. "First, the craft brewing movement is heightening everyone's interest in the subject of taste. Gin delivers more favorably in that respect versus say neutral vodka. In addition, the process and recipe story for gin has a greater degree of interest and fascination for consumers. Gin tends to be unique and different and probably resistant to being fl avored with cake, bubblegum and bacon." The character differences between the brands lie in how they're made. The most widely produced type is London Dry Gin, a term that now refers to a style rather than a geograph- ical reference. They're produced in two stages. First, a fermented mash of cereal grains are distilled in specially designed gin stills. The highly rectifi ed, neutral spirit is then redistilled Gin producers have been expanding the variety of their offerings to entice consumers into giving this fl avorful spirit a well-earned spot at the table. BY ROBERT PLOTKIN A me A pre A pre A p A d A end A end with the introduction of botanicals. The exact composition of these aro- matic ingredients is a guarded trade secret and essentially distinguishes one premium brand from another. An exceptional gin makes its presence immediately known with an outpouring of fresh, celery-crisp aromas elicited from botanicals such as juniper berries, citrus peels, herbs, roots and spice. The category's bestselling London Dry Gin is made in the U.S. by the House of Seagram. Distillers since 1857, Seagram's is the only house that takes the extra step of mellowing its Seagram's Extra Dry Gin in white oak barrels for added smooth- ness. The elder statesman of the portfo- lio is Seagram's Distiller's Reserve 102 proof, a stylistically full and vibrant spirit made from select barrel proof batches. The range also includes the popular line of fruit-infused Twisted Gin, the latest of which is Red Berry. Still, according to Bill Eldien, president and CEO, Nolet Spirits U.S.A., "Imported gins in particular continue to gain traction and experience the largest growth within the gin category. We see talented mixolo- gists leading the charge behind beverage programming as a driving force behind gin's resurgence." The infl ux of new imports as well as American crafted distilled gins has contrib- uted greatly to the category's activity. "The rise of local and artisan gins have given the whole category a serious jolt of creativ- ity and energy," says Tom Potter, partner and co-founder of New York Distilling Company, which makes Chief Gowanus New-Netherland Gin, a recreation of an 1809 New York distiller's manual recipe. Still, it's only fi tting to begin our over- view with the brands that comprise the heart and soul of the gin category. They hail from England, the country where the spirit made its popular debut. THE ROYALS Beefeater London Dry Gin — This iconic brand is made in the same manner and according to the family-held recipe fi rst devised by pharmacist James Burrough in 1820. It is exquisitely dry with a fl oral and spicy bouquet and a layered, long-lasting palate. Bottled at 94-proof, Beefeater has the well-deserved reputation as the driest of the London gins.

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