A major marketing triumph of recent times has been the transformation of cider from something that was drunk by spotty teenagers in parks into the drink of choice for people who don’t like beer much. Cider fans have even been convinced that you need to water it down with ice, thus improving profit margins substantially. A triumph indeed.
Now it seems gin has been given an equally ambitious makeover. From ‘mother’s ruin’ of the past gin is fast becoming the tipple of choice for the hip and bearded. Where once the only acceptable use for gin was a very post colonial G & T there are now a proliferation of trendy gin joints, gin festivals and gin-themed nights out. Where once gin and water was the eye-watering preserve of dangerous grandmothers and depressed housewives, now earnest millennials with cut and paste tattoos and a taste for man buns discuss the pros and cons of numerous artisan brands.
According to one of Manchester’s leading food/drink/techno gurus, Tony Naylor, gin sales have hit £1bn in the last year and are likely to keep on growing. For a drink that was infamous for its frankly depressing effect that has got to be one of the marketing triumphs of the decade.