Gin. As a supplier and now a distributor, walking into a retail liquor store with a new brand of gin almost always guarantees an exaggerated eye roll as the particulars of the product are described.
Gin. “They’re just making this until their whiskey ages.”
Gin. And juice. Once looked down upon by retailers as only a ‘certain demographic’ bought this category, we’ve all bought into the rumors that it’s the next big category.
Gin. We’re waiting on you to explode. True that many (many) craft distillers are producing their own take on the juniper-flavored vodka, but we don’t mind as many expressions of brown water- even when the distiller’s only expression of said spirit was in the “picking” of stock barrels.
All we are saying is give gin a chance.
Gruppo Campari did. 58 million chances, in fact, with the purchase of the premium brand BULLDOG.