It’s by far the most sensible consumer confidence tool I’ve seen for gin yet, and I’d like us to give it full-throated support.
Unsolicited comment from a multi award winning multi gin brand owner
The guidance has been designed to allow a uniform method of description for products choosing to use the template and would be prepared by brands themselves by using the fixed and consistent framework, alongside their own branding descriptions, to inform, educate and guide those seeking to explore the category. The significant growth in the number of distilleries producing gins means that there are now a growing and often confusing number of gin styles and tastes to navigate.
The approach proposed is a combination of a simple graphic and text. It is designed to allow consumers, retailers and bar owners to benefit from a consistent approach to describing taste and flavour in gin. Given the variety of botanicals used in gin, consumers face the challenge of making an informed choice of what to drink. It is hoped that Gin–Note will give those consuming their products a greater chance to appreciate and enjoy their creations, as too often consumers, without being given sufficient information, are left to buy gin merely based on bottle design.
The delegates who saw the presentation and engaged in the panel session that followed (assisted by draft partially complete examples of the application in practice for some of the new products that formed part of a new brand tasting session). It was recognised that Gin-Note could provide a real opportunity to inform and add to a brands sales support at the point of purchase and as support to explanations at tastings and trade presentations.
Please refer to the filmed sessions on the website. There is very little time, at the point of sale to communicate the virtues of a brand. The Gin-Note proposal attempts to provide a consistent and appealing way to do so, in the critical area of taste. For brands it means that people can explore flavour with a proper expectation of what the gin delivers. For retailers it will reduce the disappointment for consumers who buy a gin without fully understanding what it tastes like, and get it home to discover that it is not to their liking.
Gin-Note graphic gives a clear visual lead, enhanced with identification of signature botanicals. Additional words are intended to give an instant view of intensity, and an encapsulated brand proposition.
Gin-Note consists of the following parts:
- Gin-Note™ graphic visual – a visual representation of the general characteristics of a gin (scored by the brand concerned); read together with
- Brand Description – a 20 word brand supplied free-hand prose description of a gin, allowing the brand to provide a more detailed picture, using their established brand message; and
- Two words (selected by the brand itself from a list/template of recognised and standard keywords) allowing mouth-feel/palate/intensity to be reflected, so as to provide users with a complete picture of the gin.
Please explore the various gin brands shown on our site. We hope Gin-Note is of assistance and welcome feedback and comment via [email protected]
How do I get a Gin Note™ for my Gin?
All Gin-Note submissions are via the Gin-Note™ dashboard. All brand owning Gin Guild Members receive at least one complimentary Gin-Note entry. Founder and Warden members are eligible to have all their gins listed with a Gin-Note™ entry (and need to notify the Guild as to who is to be the nominated Gin-Note™ administrator). Rectifier Guild members receive one complimentary Gin-Note™ entry.
Is Gin-Note™ available to Non-members?
Yes, Gin-Note™ is available to gin producers who are not yet part of The Gin Guild. Each Gin-Note™ is provided on an annual licence basis and is charged at £525 +VAT. This includes the provision of the graphic elements for use in marketing materials, on bottles and elsewhere. After a successful Gin-Note™ application is made by a non-member an invoice is issued via our online portal, and after the payment is received we publish your Gin-Note™ resources.