Flavoured gin could boost interest in category

The increasing use of extravagant botanicals in gin is “not necessarily a bad thing” and could attract more consumers to the category, according to Sean Harrison, head distiller at Plymouth gin.

According to Sean Harrison, head distiller at Plymouth gin, the controversial use of unusual botanicals in gin production could be good for the category as a whole

Harrison told The Spirits Business that despite controversy surrounding the use of non-traditional botanicals in gin production, this might actually broaden the industry’s modern appeal.

“Gin botanicals are getting more radical, and while at Plymouth this is not what we do, I can understand why other producers do this – they want to stand out,” he said.

“Plymouth gin is very traditional because it is 220 years old, so we don’t partake in a lot of the modern gin trends.

“While the use of new flavours has generated a mixed reaction, I don’t think it’s necessarily a bad thing because it will help attract more interest in the category.”

While most gin producers accept that by definition, gin flavours should be predominantly juniper-led, numerous brands have hit the market in recent years, showcasing botanicals such as coconut, eucalyptus and pomegranate.

Harrison notes that: “A lot of brands which seek to do this perform really well, while other simply do not work – but it’s nice that people are trying new things.”

Of the current boom in craft and artisan gin brands, he claims that despite widespread interest in the subsector, bigger gin distillers have “the exact same values”.

“Artisan and craft brands are great, but most gin’s are handmade and follow the same principles,” said Harrison. “It’s the nature of the beast that people might have some prejudice towards these bigger companies and have a belief they might not be in the business for the right reasons.”

“I can guarantee that Beefeater, even at two million cases, is all hand made. It’s just that they are larger and have more employees, but they work to the exact same principles as craft distillers.

“It’s a bit misleading to say that because you are a small brand, you are better.”

For a more comprehensive view on the gin category, see the February issue of The Spirits Business.