Small producer

27 August, 2008
Page 19 
Chris Parker

managing director

The Organic Spirits Company

Like all legislation, the new EU rules are not as clear as they first seemed. The definition of London Gin does not include the requirement that juniper is the dominant flavour, although I have no doubt it was intended the preceding definition of gin would apply. I am advised that each stands on its own. Premium and super premium gin is an exciting growth category. A few of the new entrants will succeed. Most will fail. Why? Because the consumer will have decided. Should consumers decide that they have a different balance of botanicals, then that could lead to an enhanced marketplace. My view is that drinkers will not, and that juniper-led brands will win the day.