GIN fans are being encouraged to take a fresh look at the spirit this summer by the firm behind the Beefeater and Plymouth brands.
Chivas Brothers, the gin and whisky business of Pernod Ricard, has launched a new website www.ginandtales.com designed to offer a “definitive guide” to gin, from creating cocktails to tales about the spirit.
The site will be edited by London mixologist Dré Masso, who will conduct a monthly interview with one of his cocktail ‘heroes’, starting with Peter Dorelli of The Savoy’s American bar. This will be complemented by Dré’s ‘twist’ on their signature cocktail, inviting cocktail fans to experiment with the recipe.
The site will also feature an index of cocktail recipes that can be searched by occasion, ingredients or seasonality, and a Bar School section featuring videos on cocktail-making methods and bartending techniques.
Gin & Tales aims to offer a “definitive guide” to gin.
Jenny Shipton, international marketing manager for gins at Chivas Brothers, said the website aims to “educate and excite”. “With such variety in consumption habits across the world, including the top three gin markets – the UK, the US and Spain – the website is the ideal vehicle to share these trends, while at the same time challenging some well-worn ideas on how to enjoy gin,” she said.