Blackwood Distillers, a Shetland-based spirits company, launched the first of its gin school events in London this week to create a greater awareness of the category.
“We felt there was a need for more detailed education about tasting for spirits and for gin in particular,” said Caroline Whitfield, chief executive of Blackwood.
Retail trade buyers, prominent bartenders and national press journalists attended the event, which involved cocktail-mixing sessions and a round-table tasting of 12 gins, including traditional brands such as Beefeater, Bombay Sapphire and Tanqueray, as well as specialist and new gins like Blackwood’s Dry Vintage and Hendricks gin.
“The event was not just about promoting our brand and we spoke overwhelmingly about everyone else,” said Whitfield. “We are a small player but our gin has a distinctive taste so we would stand out anyway.”