Hi-Spirits has global gin journey mapped out

Unless they’ve had their heads in the sand, visitors to Imbibe Live will be well aware of the exponential increase in the number of gins on the market over these past years. And like the universe, the category just keeps expanding.

The thirst for gin among UK drinkers last year sang to the tune of £729m according to the WSTA. But with distillery after distillery appearing, nailing down a diverse yet focused selection can be a minefield – albeit a delicious one.

Hi-Spirits, a familiar face among exhibitors at Imbibe Live, has launched an initiative which sounds like it could make this task a whole lot easier.

The brand’s innovative support package, developed with the Gin Foundry, segments its gin range and benchmarks this against the wider category, allowing staff and customers to better navigate the world of gin.

‘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,’ said Dan Bolton, managing director of Hi-Spirits.

‘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.’

Brand support includes a map which spotlights the flavours and variations which different botanicals bring to gin; flavour wheels which give more detail about the liquids in Hi-Spirits’ portfolio, as well as an ideal cocktail and G&T serve for each; tasting maps to help customers compare and contrast different gins; and ‘passport-style’ gin menus which encourage guests to take a journey round the brand’s global gin range.

Find out more and check out all Hi-Spirits’ brands at Imbibe Live stand E20. Get your show ticket here.