Leading spirits distributor Hi-Spirits is helping on-trade operators and their customers to confidently navigate the gin category with an innovative new support package.
Launching in time for World Gin Day on June 9, the Hi-Spirits initiative means that anyone can become a gin explorer and discover the wide choice of flavours and styles on offer.
Working with the specialists at Gin Foundry, Hi-Spirits has carefully segmented its extensive gin range, as well as benchmarking it against the wider category. This information has been incorporated into a collection of brand support available to pubs and bars.
The package includes a gin flavour map which spotlights the wide range of flavour and variations that different botanicals bring to gin, not just among the brands which Hi-Spirits supplies, but also when compared to the category as a whole.
Detailed flavour wheels and brand presenters are available for each gin, providing additional detail on flavour and character. They also feature a recommended cocktail serve and a twist on the classic gin and tonic for each brand.
Hi-Spirits has developed tasting maps which enable bar staff and customers to compare and contrast different gin flavours while bespoke passport-style gin menus encourage customers to try signature serves from a global range.
Dan Bolton, managing director of Hi-Spirits, said: “On-trade operators now appreciate that consumers expect a choice of gin, but it’s just as important that every gin on the back bar earns it place with a distinct character and interesting signature serves.
“Whether they’re new to the gin trail or already seasoned travellers in the category, this new support programme for our gin portfolio will help both operators and consumers get maximum enjoyment from the gin journey.”
Gin brands within the Hi-Spirits portfolio include Blackwoods, Broker’s, Brooklyn, Distillery No 209, Langley’s, Scapegrace and The King of Soho.
The below is a high-res image of the gin flavour map available for download.