On-Premise Gin Trends Begin
With Education and Observation

We all remember the James Bond line, “Shaken, not stirred.” And, as any versed bartender knows, there is a distinct difference. Although 007 always had vodka Martinis, the same principals apply to gin, as well, and herein is a trend worth watching, especially with today's well-observed category movement toward premium, super-premium and luxury branded products. It all boils down to the ‘Congeners.’ Congeners? Let me explain.

The Breakdown of Impurities
    Congeners are toxic byproducts, or impurities,which remain after distillation and fermentation. These chemical impurities are the substances responsible for giving each drink its individual taste, color and aroma. In general, the fewer Congeners present after the distillation process, the cleaner and smoother the resulting libation. Some spirits are higher in congeners than others. For instance, red wine, brandies and whiskies are usually higher in congeners than other types of alcohol. Hence, that’s what gives these libations their unique qualities and flavor.
    The actual distillation process has a direct relation to the amount of congeners found in the resulting spirits. For example, the pot still generally is used to produce high-end brandies, malt whiskies and dark rums. These are more flavorful as they contain more congeners.
    As a rule of thumb, the clearer the spirit, the fewer congeners it has, and the less severe the hangover can be for a consumer. You likely have considered, if not acted on, this selling (or upselling) point for patrons. Highly filtered gins generally contain the smallest amount of congeners. So, as a rule, the less congeners, the fewer the impurities and the smoother the resulting libation.

Botanicals Are Key
    Here’s a rub. With gin, you do want some impurities — but — you want them in the form of added botanicals. After all, the whole schtick to gin is first the Juniper and then the other added botanicals. That’s where you get the character, flavor and added punch. When you agitate an alcohol, you ionize it, making the resulting mix sharper on the palate.
    A bartender in the know, when asked for a drink using a hot gin (versus a smooth gin), will always ask the customer, “Shaken or stirred?” Most customers will reply shaken, just because it’s more standard to do so. This is where the barkeep will make extra points with their customer by telling them the difference in the resulting drink and even offering them the stirred alternative to compare, which can increase sales. Clever, huh? NCB