• London Dry Gins adjusting price points : quality and value over innovation
Premium & Super Premium : category development and New World Gins
• On Trade sees a wider range of Gins but market is also saturated in UK.
• Gin & Tonic as experience/G&T matching = same thing. Not widespread but certainly
visible. Though diluted through saturation of choice.
• Separate gin menus : separate gin categories but not much in way of completely
• Gin & Tonic Pop Up bars: brands enabling this but not an independent trend.
• Large wine glass serve enabled by some mediterranean brands due to the popularity
of this style of serve in Spain.
• Why is the ‘heart’ made at Wynand Focking? Is this part of the centre of the story?
• “The DAMRAK became an important…” this is where the story should be centred.
• Connection between Master Distiller & Wynand Focking is unclear.
How did he rediscover?
• The focus should be around Orange Peels. This is what typifies this gin and there is a
Strong connection to Lucas Bols?WF as a liqueur maker and a genever maker.
• Damrak gin is softer because of a heightened citrus element. Orange leads the flavour
Profile making it less piney and less dry than other gins.
• Where do the orange peels come from? The story of the Gin should lead around the
History and the importance of this as a botanical. Connections to Curacao/VOC/Navy etc.
• Since 1575, Lucas Bols has been distilling spirits and liqueurs in Amsterdam using the
exotic herbs and spices brought back from all over the world by the Dutch East India
• Orange and Juniper between them fought the two biggest killers
from the medieval period and Age of Discovery: the Black Death
• The Damrak was the central vein through which produce was
taken through into the heart of Amsterdam: including sweet
orange peel, Juniper and other herbs and spices.
• Wynand Focking is where separate distillates are made from our
botanicals, carefully selected by the Lucas Bols Master Distiller
according to a rediscovered recipe from…’….
The categorisation is correct except for Beefeater 24
which is a London Dry Gin.
Of these 3, Distilled gin is the most populated
category and where many new brands fall under but
the volume is all achieved by the London Dry and
are more popular on initial launch as it’s a sign of quality
Brands succeed more when they have a London Dry
and then line extend. i.e. Gordons cucumber, Bombay
Highly accessible to non-gin drinkers. Attract perhaps
Vodka/rum drinkers but also liqueur drinks (Amaretto,
Southern Comfort, Malibu etc). Traditional Gin drinkers
will struggle with the absence of Juniper in the premium sector
which is where value and growth is. Entry level gin would
Require a less pronounced orange flavour. What is the price point?
A perfumed citrus and sweet orange aroma falling away to candied pine.
On the palate, the citrus leads followed by liquorice, coriander and subtle Juniper
Very very few gins hide their botanicals. With a market so populated, many gins are
Questioned. With so many listing their botanicals, absence of a list suggests foul play/poor
Why 5 separate and how is it malty? Gin must be produced with neutral spirit so how do
you explain that to bartenders?
The truth is exactly the opposite. The Martini and the G & T are typified by the
presence of Juniper and the Martini. If you have a non Gin drinker, its unlikely they
will switch to one of these two drinks and any gin advocate is likely to reasonably
question the product if put in either of these drinks.
The real sell here is to use it in citrus and fruit based cocktails. Classics like the White
Lady or the Aviation, for a martini style, the Gimlet and for a long serve, Gin & Juice.
If the idea of this is as a ‘new world’ almost, then the orange should play to your advantage
and classic styles of gin drinks should be switched up to attract new consumers/highlight
The G&T with an Orange Wedge as a ritual makes sense
Over ice as a serve… it kinda makes sense but as theres so much orange
already, it doent make much sense to drink it this way. I do think theres merit in a
Gin Sour on the rocks serve as its easy, functional and perhaps masculine. Even as a
Caipirinha style this could work with 2 lemon wedges and one orange?
People are moving away from wheels as garnishes globally in the cocktail trend for
the mainstream market so makes sense as a wedge.
Shots of Gin are unlikely to ever take off and will cheapen the identity of the brand.
‘Premium Distilled Gin’ is a mixing product.
HONESTY – Tag Line
Where is it made? Why WF not Bols?
How is it made? Why 5 x times and how is it Malty
What is it made from? Transparency with botanicals
Gin & Juice
50ml Damrak Gin
Topped with Orange Juice
In the mainstream this would be easy
to extend and to own as few brands
have this powerful connection &
Perhaps with Grapefruit Juice, Lemon
(as a collins), Cranberry Juice.
This drink you should really own. The ritual is perfect.
It’s a really popular drink and though made with Vodka
and orange liqueur could be made with JUST Damrak.
Jared & Anistatia recently unearthed an original recipe
for a cosmo made with Gin too!
1 wedge of Lime
60ml Cranberry Juice
60ml Damrak Gin
15ml Roses Lime Cordial
Stir down ingredients
Garnish: Lemon Zest
40ml Damrak Gin
20ml Triple Sec
20ml Lemon Juice
10ml Sugar Syrup
Shake & Strain.
Ramos Gin Fizz
50ml Damrak Gin
25ml Double Cream
25ml Lemon Juice
12.5ml Lime Juice
2 barspoons Caster Sugar
Splash Soda Water
Shake the first 6 ingredients hard for 2-3 minutes. Strain
into chilled empty glass with Soda
Push Backs & Pay Off
Distilled Gin not as premium as London Dry Gin. Why arent all ingredients distilled together?
Though ‘orange’ is the point, where is the Juniper? How is this still a Gin? This tastes like
Cointreau minus the sugar.
If its Premium, why is it an Entry Level Gin? (Though this will be different and should
probably be handled market by market.
If the price point is right this could work well in the UK. It would need to hit somewhere
between 17 and 22 Euros.
It’s a difficult time to enter any market with regards to Gin but if the identity and explanation
Is right, establishment is easy enough. People will ‘get’ the product and I think the liquid
Is generally quite good though I do feel the Juniper should be slightly increased.