We have the & # 39; peak gin & # 39; claims not reached, claims Brockman's boss who says that there will be more & # 39; Ginnovation & # 39; is

It will undoubtedly have come to your attention that Britain is in the grip of a passionate glow with gin.

In the summer of last year, more gin was sold than the summers of 2014 and 2015 combined, according to the tonic maker Fever-Tree.

It is not the first time that the British have gone wild for the mind.

When gin was first introduced to the United Kingdom in 1689, the easy availability and low price led to the first & # 39; gin rage & # 39; in the United Kingdom. Londoners drank an equivalent of two pints every week.

Double measures: British have fallen in love with gin again and sales increased in the long summer of 2018. Brockmans (above) is one of the many new gin brands that have rolled onto the shelves over the past decade

Double measures: British have fallen in love with gin again and sales increased in the long summer of 2018. Brockmans (above) is one of the many new gin brands that have rolled onto the shelves over the past decade

But the fortune of the spirit returned when, 40 years later, politicians and religious leaders called it a scourge for society and passed on the Gin law – a huge burden on the spirit.

In the 300 or so years that followed, gin had a bumpy ride, became unkindly known as Mother's Gelding and was subjected to scarce innovation.

A few strong dealers dominated the market and typically sold a London Dry.

Unicorn Tears Christmas gin - just one of the many gins that came on the market during the & # 39; ginaissance & # 39;

Unicorn Tears Christmas gin - just one of the many gins that came on the market during the & # 39; ginaissance & # 39;

Unicorn Tears Christmas gin – just one of the many gins that came on the market during the & # 39; ginaissance & # 39;

And while it clear liquor counterpart Vodka stole the show – became an important ingredient in many basic products of the cocktail menu and was reinvented in multiple flavors (and even in jelly form) – gin remained strictly a pre-dinner drink to be served with tonic a slice lemon.

But the last part of this decade was the time of the juniper scent to shine.

British bars and supermarkets are flooded with things. Gins are created in every conceivable taste, color changing varieties and even with drinkable glitter.

New mixers, presentation and flavors have accelerated sales to an incredible extent. And Neil Everitt – the man behind Brockman's gin – thinks there will be even more growth in the British gin market that is yet to come.

Turn around: the 5-year graph from Google shows the upward trajectory of Fever-Tree shares

Turn around: the 5-year graph from Google shows the upward trajectory of Fever-Tree shares

Turn around: the 5-year graph from Google shows the upward trajectory of Fever-Tree shares

The so-called & # 39; gin-renaissance & # 39 ;, which seemed to be drenched during the long summer of gin, is partly determined by the rising popularity of chic mixers such as Fever-Tree and Fentimans.

Since the stock exchange listing in 2004, the market value of Fever-Tree has risen to £ 3.67 billion.

While the tonic got a stir, and also the gin, with new brands that saturated the market, each with their own fresh view of the age-old drink.

In 2017, when British bought 55 million bottles (that is 105 bottles per minute) of gin, 37 new distilleries opened.

Brockmans was co-founded by Neil Everitt, the spirit aficionado (see above)

Brockmans was co-founded by Neil Everitt, the spirit aficionado (see above)

Brockmans was co-founded by Neil Everitt, the spirit aficionado (see above)

A newcomer to the market is Brockmans, who, more than a decade ago, long before gin was back in fashion, was a co-founder of the spirit deficit Everitt.

In the footsteps of Hendricks and Bombay Sapphire (brands that Everitt says have done wonders to breathe new life into), the small team behind Brockmans began to make a fluid that was flexible enough to be neatly drunk and enjoyed by everyone. enjoyed – even non-spiritual drinkers.

He said to This is Money: & # 39; We thought it was strange that so many people didn't like gin, but so much of that was still that London Dry style.

& # 39; So we decided to make a gin that tasted great so that everyone would enjoy it. & # 39;

Although Everitt says he had no idea that the gin was around the corner, the timing went well.

His super premium gin got more grip in the UK and can now be found in most supermarkets and bars.

& # 39; I wish we could say that we knew that the gin-boom would happen but that we would lie & he said. & # 39; I did it more like a pet project, but I'm moving forward ten years and it's starting to become very successful. & # 39;

& # 39; Ginnovation & # 39; has led to the spirit no longer being bound to its aperitif heritage.

& # 39; As the taste evolved, it became a drink for partygoers to enjoy all night long in clubs and bars, a refreshing summer favorite and it even won non-spiritual drinkers, & # 39; explains Everitt.

Presentation is now also & # 39; much more interesting & # 39 ;, says the Brockmans boss. & # 39; It started with the big balloon glasses. There is more drama, more theater. It is so much more than gin and a slice. & # 39;

Ginaissance: As the taste of gin evolved and changed, it became a summer favorite and a drink for people to enjoy all night long, rather than just before dinner

Ginaissance: As the taste of gin evolved and changed, it became a summer favorite and a drink for people to enjoy all night long, rather than just before dinner

Ginaissance: As the taste of gin evolved and changed, it became a summer favorite and a drink for people to enjoy all night long, rather than just before dinner

And there is more growth in the coming gin market, he says.

& # 39; Spain was the first country to get angry with gin, with the UK a few years behind it. Sales in Spain are almost starting to slow down, so I think the UK has two or three years of rapid growth before it starts to slow down and eventually becomes a plateau. & # 39;

Theater of gin: with a tidal wave of new tonics and gins also came the big balloon glasses

Theater of gin: with a tidal wave of new tonics and gins also came the big balloon glasses

Theater of gin: with a tidal wave of new tonics and gins also came the big balloon glasses

& # 39; The rest of Europe is simply catching on and it is still at a very early stage in the US, so for those of us who think globally, there are huge opportunities for growth & # 39 ;, he adds.

But not all gin circus newcomers will survive to tell the story.

& # 39; Now we have some phenomenal brands that can withstand the test of time, but may not be in a few years at the end of the candy store & # 39 ;, says Everitt, referring to the more faddy gins that recently hit the shelves. .

& # 39; Innovation has gone off the scale and that is fantastic on the one hand – the more people who try gin, the better.

& # 39; But some newer gins are too focused on taste or color and less interesting to be a brand that stands for something, & he says.

So where can the industry go from here?

Well, if the prediction of Everitt is correct, the search for more and more exotic flavors will decrease as the ginaissance gradually dies in the coming years.

But what remains is a much stronger and livelier category, with more choice than ever before. Cheers on that.