Sometimes it seems like there is a new vodka launched every other day, especially if you read the industry news on a regular basis. There was, however, a story that jumped out at me early this morning detailing the launch of Hoxton Gin by the son of the Maestro himself, Gerry Calabrese.
Gerry has tried to bottle the essence of the artfully quirky suburb of Hoxton. While essence dé Pete Dougherty doesn’t exactly illicit a sharp palate response in my mind, the selection of six botanicals; coconut, grapefruit, ginger, tarragon, juniper and iris certainly sounds intriguing, if just a little bit wrong.
EU regulations declare products labelled gin must carry a predominant flavour of juniper, and this ‘tropical’ product has already courted controversy as to whether or not it should even be labelled as such. The bottle does clearly carry a warning to prospective drinkers.
The signature serve is probably going to raise a few eyebrows as well. Served naked from an ice cold bottle into an ice cold glass, with a simple twist of lemon. An interestingly simple choice from a brand defining itself as a product
Calabrese said in an interview with Drinks Business yesterday that he has already secured over 40 listings in UK bars and aims to reach the 100 mark over the next couple of months, while he has also secured listings with the likes of Coe Vintners and The Whisky Exchange.
“We will also be rolling out in Italy, the US, Russia and Spain,” Calabrese said.
“I just wanted to put a totally new twist on a drink that had lost its appeal to a lot of younger drinkers,” he added. “I just woke up one day with coconut and graprefuit in my head and took it from there.
“It’s been a long process, but I believe we’ve come up with something totally unique and exciting – the first time we’ve been able to say that about gin for a long time.”
Hopefully we see some bottles of this in Australia sometime soon.