Hoxton Gin created by mixologist to attract non-gin drinkers

By Emma Eversham

- Last updated on GMT

Hoxton Gin
A mixologist has created a gin with a smoother than average taste for the category that he says could entice more drinkers into the gin market. 

Product details: 

Hoxton Gin was created by mixologist and entrepreneur Gerry Calabrese to fill a gap in the market - a gin for the non-gin drinker. The spirit claims to be smoother and easier to drink than others on the market and has been flavoured with ingredients not usually associated with gin, such as coconut, grapefruit and ginger, although it does also contain traditional gin botanicals, such as juniper. It can be served on its own or with mixers like tonic, cranberry juice, ginger ale or cola. 

USP:

Hoxton Gin claims to be more versatile than other gins as it can be served simply with just ice and lemon, or with a range of mixers. It also features unusual flavours marking it out from traditional gins. Because of these attributes, Calabrese says it can also act as a 'fantastic gateway' product to the gin market. 

Price:

RRP £25

Availability:

Available through all specialist drinks wholesalers, such as Venus, Coes, Speciality Drinks, Amathus and Waverley. 

Why you should buy it:              ​                                                                              

If you have a younger client base in your bar, pub, restaurant or hotel this new gin may appeal, particularly if you are looking to increase your spirits offering. "This isn't your nan’s gin," said Calabrese. "It’s a clever spirit for the uncanny spirit connoisseur.  A risk that the traditional drinkers will tell you can't be taken. Hoxton gin challenges the status quo and opens the drinker to an unexpected palate of flavours." 

More information:

www.hoxtongin.com

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