As we’re all aware, gin is still big business, and now Matthew Clark has partnered with Pernod Ricard to form a new initiative, imaginatively called ‘We Love Gin’, around the category.
The new project focuses on the gin and tonic and ensuring it is properly served – the UK consumed 1.32 billion G&Ts last year, which the companies claim means that 70% of gin is being consumed in this way.
The We Love Gin accreditation focuses on tools and staff training, with materials offered including wooden garnish boxes, branded glassware, tongs and a 'perfect serve' booklet.
To participate, bars must order six gins from Matthew Clark, including three from a list of Beefeater 24, Plymouth, Monkey 47 and Eden Mill. The company then suggests stocking a local gin, flavoured gin and pink gin on top.
Staff training will then be offered and activation kits sent out, while bespoke gin menus are also available through Matthew Clark's design studio.
Participating venues will be included on the We Love Gin ‘find your local venue’ website.
‘With the popularity of gin ever increasing and new gins entering the market almost daily, consumers have more choice than ever when choosing their gin with their accompanying tonic and garnish,’ said Ali Mather, customer account manager at Pernod Ricard.
‘Through the creation of a bespoke menu coupled with the premium garnish box, outlets will be able to offer their customers a perfect serve of the chosen premium gins, resulting in an increase in sales and value in this growing segment of the market.’
Interested parties can find out more at the Matthew Clark website.