Tom Lynch of CGA confirmed the current marketing buzz, namely that brands ‘need a back story to understand the provenance of the product’.

“Gin is ‘most important’ spirit for bar success”. The Spirits Business reported that, when it comes to creating a successful bar that will stand the test of time, premium gin is the most important category said a study by CGA Strategy following a study of leading London bars. Tom Lynch of CGA confirmed the current marketing buzz, namely that brands ‘need a back story to understand the provenance of the product’.