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Gin for a new age: the other white spirit gets hip and gets attention.
Cheers
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May 1, 2008|
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COPYRIGHT 2008 Bev-AL Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group.
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"for years. gin has been the ugly stepchild of the spirits world."
Before gin lovers and marketers take offense, consider that the statement comes from Simon Ford, brand relations manager for Plymouth Gin. Gin is his life's work, and, he contends, "Most people's early gin experiences were with cheap, nasty, rough spirits with overwhelming juniper. No one was educated on the category, including bartenders."
[ILLUSTRATION OMITTED]
He's not alone in this thinking. "Gin does get a bad rap," agrees James Moreland, master mixologist for Bombay Sapphire. ...
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