Hoxton gin launched in London

London mixologist Gerry Calabrese, owner of the Hoxton Pony bar, has created what he describes as a "variation on classic gin, but as a fun brand and like no other on the market – a gin that is smooth, easy and different from the rest".

This is a gin with a classic, predominantly juniper-driven, character but also distilled with the addition of exotic botanicals (all natural and ethically sourced). These include coconut, grapefruit, iris, tarragon and ginger, which dominate the nose and flavout, even tough juniper berries make up about 50% of the mix. It is a gin that gin that opens up a whole new world of drinking, mixing and cocktail possibilities.

Hoxton Gin is versatile with the head notes of grapefruit and coconut opening up bright new avenues of what gin can be mixed with. It reinvigorates classic cocktails and combinations such as the Tom Collins and G&T with a stunningly contemporary twist.

Calabrese’s signature cocktail – The Naked Martini – is Hoxton Gin straight from the freezer into an ice-cold martini glass – on its own.

Gerry Calabrese has built  a reputation as one of the modern greats in the London bar and club scene. Following a successful run at some of London’s top restaurants and hotels Gerry moved into London’s club scene as a promoter before finding his real passion as a cocktail bartender at some of London’s top venues (Lab, Dust, and Sex in the City and MEET). In May 2008 Gerry launched his own award-winning East End bar - famed for its impressive cocktails - The Hoxton Pony.

To strengthen the brand and enhance its exemplification of Hoxton cool Hoxton Gin has a group of ambassadors, which include Babyshambles member, DJ and producer – Adam Ficek and Fashion Designer and Music Industry Manager – Emily Deyn (Agnes Deyn sister).

Hoxton Gin launched in the UK in May 2011. The roll-out in France, Greece, Italy and Spain will follow in June 2011.

Available to the on-trade through all specialist drinks wholesalers, such as Venus, Coes, Speciality Drinks, Amathus. It will retail exclusively in May through Spirit of the Month at Harrods, before being distributed to other prestigious retailers and independent wine merchants. Available on line through thedrinkshop.com and Whisky Exchange (£27.95 per 70cl bottle)
Brand and distribution: james@emporiabrands.com

1 May 2011 - Felicity Murray