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‘Classic’ Victorian gin brand readies to launch

A new spirit brand celebrating the Victorian gin-making era, called Gin Lane 1751, is readying to launch in the UK and US.

Gin Lane 1751 celebrates the 18th century Gin Act which helped the spirit become more respectable

Gin Lane 1751 has been created by Thames Distillers’ Charles Maxwell and The Bloomsbury Club, a group of “gin lovers” and drinks industry professionals.

It has been named after the landmark Gin Act 1751, which led to gin becoming less readily available in the UK and as such “more respectable”.

It also pays homage to William Hogarth’s famous 18th century painting “Gin Lane”, which depicts debauched acts taking place on a street full of people who had consumed too much gin.

The four-strong range of Gin Lane 1751 consists of a classic London Dry expression (40% abv), London Dry Royal Strength (47% abv), Victoria Pink Gin (40% abv) and Old Tom Gin (40% abv).

Each variant, which has been created in traditional small pot stills, is described as having a “classic Victorian style” with a “bold juniper” taste and “hints of liquorice”.

The eight botanicals used in the range are: juniper, orris root, Seville oranges, angelica, Sicilian lemon, star anise, cassia bark and coriander.

Gin Lane 1751 Victoria Pink Gin is infused with blended spiced bitters while the star anise used to create Gin Lane 1751 Old Tom has been infused with natural sugars.

The range will soon be available in the UK from Selfridges and The Drink Shop at an RRP of £26.99 per bottle, with plans to also launch in the on-trade. The brand is scheduled to launch in the US at the end of this year.

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