Northern Irish premium gin Jawbox has been launched in Great Britain as part of ambitious global plans.
Described as a “Belfast cut classic dry gin”, it is made with mountain heather from hills surrounding the city alongside other botanicals including juniper, coriander seed and angelica root. Its ABV is 43%.
Launched in February by entrepreneur Gerry White, it is now distributed in the Republic of Ireland and is due to go on sale in Spain, Italy, France and Germany soon, followed by the USA. In Great Britain, it is distributed by When We Are Giants.
Made from locally grown barley, it is distilled by Echlinville Distillery at Kircubbin in County Down. Jawbox takes its name from the large metal kitchen sinks which were a feature in Belfast homes in the Victorian era. The product design also features a Victorian-style medicine bottle and branding.
A key element in the marketing strategy is the gin’s use in cocktails, according to Steve Pattison of Drinksology, the Northern Irish distribution business which is spearheading the export drive.
“We know that Jawbox works in a number of amazing classics such as an Aviation, Martinez, White Lady, Negroni and, of course, the more recent classic, the Bramble.
“However, we want to make things simple and we want to shout about Belfast’s great achievements so we are partnering our gin with ginger ale – another beverage invented in Belfast. I guess you could call it a ‘Belfast classic’: Jawbox and ginger ale with a squeeze of lime.”
Ginger ale was developed in Belfast by Dr Thomas Cantrell, an American chemist and surgeon, and marketed through Grattan and Company, a local soft drinks processor.
Through When We Are Giants, Jawbox Gin will be one of the new brands showcased at Boutique Bar Show in Manchester on Wednesday (May 18). Click here for details.