LET ME ENTERTAIN YOU
Why events belong at the heart of gin
Since taking up the mantle as editor of Gin Magazine in September 2020, I’ve had scant opportunities to meet distillers in person or attend gin events (thanks, Covid). However, in the months since our last issue was published, the drinks world has thrown its doors open once again and the invitations to parties, product launches and other events have been coming thick and fast – this girl is still a way off being a full-blown ‘gin socialite’, but the first steps have been taken).
One event I was fortunate enough to attend was hosted by Whitley Neill at the City of London Distillery and Bar, its home since early 2021. Timed to mark International Gin and Tonic Day, the party also saw the first screening of Whitley Neill’s new television adverts, which will soon be coming to a screen near you.
Upon arrival, we descended into the subterranean venue down a staircase beautifully decorated with foliage and fruits linked to Whitley Neill’s gin range. The cocktails were flowing, and the bar was packed with people – it was the most crowded room I’d been in for two years, but rather than feeling anxious, I was elated. We were at a real party, enjoying great drinks, mingling with people (before you ask – no, I don’t get out much).
I was also invited to join a launch event for Bombay Sapphire’s new Premier Cru Gin (an absolute must-try). This was a smaller affair, with around two dozen of us seated for a tasting, a three-course dinner, and accompanying cocktails in an intimate function room at hot new Shoreditch restaurant BiBo. That sense of elation was still present: being part of this experience, and sharing it with like-minded folk over a glass of gin, was pure joy.
To me, coming together with others to have a good time and bond over a common interest seems a fundamentally important human experience. Throughout their history, humans have built communities around shared goals or interests to further their societies, not just economically, but culturally and socially as well. In these shared groups there is great power, but also the warmth and care of kinship and the feeling that you are among friends.
In the gin industry, and, indeed, the wider drinks industry, this kind of gathering is crucial to continuation and growth – not as crucial as the liquid in the bottle, I’ll grant you, but crucial nonetheless. What would the gin world be if we couldn’t get together to celebrate great individuals and great drinks?
If a bottle of gin is the object that sparks an initial attraction to a brand, then a great event is the gladrags that the brand throws on sometimes to take you out and show you a good time. While this description, on the surface, seems more befitting of one-off experiences like those described above, it could also apply to a well-executed programme of regular distillery events, such as tours and “make your own gin” sessions.
With the diversity of gin brands around the world comes a great variety of event styles, from the gin-pairing dinner to the late-night cocktail bash, to the behindthe-scenes distillery tour. But it is a special treat when the ‘host’ of the event, whether this is the distillery or the individual(s) in charge, injects a decent dollop of their personality into it.
What would the gin world be if we couldn’t get together to celebrate great individuals and great drinks?
I found this on a recent visit to the Spirit of Manchester Distillery, which included a distillery tour and Manchester Gin tasting (more about this trip from page 12) – not only did the personality of the owners shine throughout the whole venue, but the tour and tasting were led with panache, passion and wit.
The pages of this issue have been dedicated to the art of entertaining with gin, from cocktails inspired by the big screen and our contributors’ ideal gin dinner party menus, to our exploration of the bonds between gin and music (complete with a bespoke Gin Magazine playlist that you can listen to while you sip!). As we head into the festive season, I hope it will provide some juniperflavoured inspiration for your next outing or at-home gathering.