Gin Lane 1751, just launched in the UK, is a new gin brand created in celebration of the Victorian gin-making era. Positioned as a benchmark London Dry, the brand comprises four classic styles: a London Dry (40% ABV); London Dry Royal Strength (47% ABV); Victoria Pink Gin (40% ABV); and an Old Tom Gin (40% ABV). The range will be available across on and off-trade sectors. A launch into the US is scheduled for the end of 2015.
Gin Lane 1751 has been created by Charles Maxwell of Thames Distillers, an eighth generation distiller, and The Bloomsbury Club – a group of gin lovers and drinks industry professionals. The gin – which is positioned as a 'gin for gin lovers' – is a classic Victorian style, with bold juniper and hints of liquorice. Each bottle has been individually numbered and the gins are hand-crafted in small traditional pot stills. There are eight natural botanicals – juniper, orris root, Seville oranges, angelica, Sicilian lemon, star anise, cassia bark and coriander – to create a well-balanced, complex gin. The Victoria Pink Gin is infused with naturally blended spiced bitters and the sweetness in the Old Tom comes from the star anise and infusing with natural sugars.
Gin Lane 1751 has been named to mark an important historical landmark on the Gin timeline, the Gin Act 1751, which was in part brought about by artist William Hogarth’s iconic depiction of Gin Lane. The act banned the sale of gin in prisons, the workhouse and any shops selling everyday staples. Distillers were unable to sell gin direct and publicans were no longer able to issue credit. Gin became less readily available and more expensive with quality improving significantly; by the Victorian era, it had become a drink of respectability.
Distribution has already been secured in Selfridges with a price of £26.99 and online at The Drink Shop. An increasing number of high profile bars will start to roll out Gin Lane 1751. Gin Lane 1751 will be distributed exclusively by Coe Vintners in the UK and be supported by a fully integrated marketing campaign.
15 June 2015 - Rebecca Sterritt Paragraph Publishing, content manager