Deirdre Bohane, master gin distiller with Skibbereen-based West Cork Distillers, believes the popularity of gin may be linked to the proliferation of new products on the market. “Firstly, it’s quicker to produce gin than the likes of whiskey, which has to age for three years,” she says. “So, we’ve seen more distilleries producing and promoting gin brands to provide immediate cash flow.
“The increase in competition has in turn driven innovation, particularly in terms of design. We’re seeing bespoke bottles, the use of colour and imagery and so on, to create visually stunning brands that grab consumers’ attention on bar back shelves.”
This has helped gin shake off its somewhat stiff image, she adds. “Gin is now elegant and fashionable.”
Then there’s flavour. “The beer industry has suffered at the hands of spirits and hard seltzers in recent years,” Bohane explains. “One of the main factors people reference is flavour. The younger generation wants more flavour and choice. Gin is a very versatile drink in that regard.
“Through the use of different botanicals obviously, but also their use in cocktails. As well as being associated with new and interesting creations, the cocktail scene brings a level of sophistication. Importantly, though, it’s sophistication without the huge price tag, which tends to be a key factor that influences the buying decision of the younger audience.”
And lastly, it can come down to calories. “The health trend has exploded in the past decade and when it comes to alcohol, people are more calorie conscious, which has benefitted gin,” she says. “A single measure of gin – 25ml – with a diet mixer can be as low as 54 calories. Even using a traditional mixer, the calories can come in at 108, which is lower than a glass of wine (152) and a bottle of beer (142).”
