Sazerac

Sazerac Company, founded in 1850, has evolved from a single coffee house in New Orleans into one of the world’s leading spirits companies.

Its journey began with the Sazerac Coffee House, which gained fame for serving the Sazerac cocktail, a blend of cognac or whiskey, absinthe, Peychaud’s Bitters, and sugar. Over the years, Sazerac expanded its portfolio through strategic acquisitions, including notable brands like Pappy Van Winkle, Fireball, Buffalo Trace, and Southern Comfort.

In 2018, Sazerac further broadened its range by acquiring Booth’s Gin from Diageo. Booth’s Gin, established in London around 1740 by the Booth family, is one of the oldest gin brands in existence. The family’s distillery in Clerkenwell quickly became a significant player during the early gin boom. Booth’s Gin was renowned for its distinctive hexagonal glass bottles and the iconic red lion emblem, a nod to the original Red Lion distillery. Known as the “gentleman’s gin,” it was reputedly a favourite of both Queen Elizabeth II and the Queen Mother.

After acquiring Booth’s Gin, Sazerac undertook efforts to restore the brand to its original 18th-century recipe. In 2019, production was moved back to the UK, utilising a contract manufacturer that employs a distillation process similar to the original, using historic-style copper pot stills. The botanicals are soaked in pure spirit overnight, followed by a slow distillation to maximise the extraction of flavours.

Today, Booth’s Gin continues to be a classic London Dry Gin with pronounced juniper notes, complemented by hints of liquorice and citrus, culminating in a dry finish of juniper and orris. Under Sazerac’s stewardship, Booth’s Gin maintains its heritage while appealing to contemporary gin enthusiasts worldwide.