Mix and match

The standard G&T may still dominate the gin serve, but premium varieties and classic cocktail recipes offer more adventurous possibilities

As premium gins become more widespread and influential, so the ways of serving them are becoming ever more sophisticated. That doesn't necessarily have to mean complicated and time-consuming cocktails — there's a growing range of straightforward mixes, or simple variations on the standard gin and tonic.

Unsurprisingly, it is the humble G&T that still dominates consumption trends — and for most outlets that's unlikely to change very quickly. But, despite the apparent simplicity of this staple drink, quality is still inconsistent. "It depends on the outlet," says Diageo's Kathy Sawtell. "There will be some outlets that are already offering a perfectly served gin and tonic — but equally there are other outlets that are not."

Andy Jack, Plymouth Gin brand manager at Maxxium UK, counsels keeping it simple. "Regardless of what type of outlet or bar you have, the same things always ring true," he argues. "Whatever you serve, serve it well. The single easiest way to make gin taste good is to serve it perfectly. For a gin and tonic, make sure there is plenty of ice, a good piece of fruit, and make sure the gin and tonic are nicely stirred, in a branded glass preferably."

Sawtell acknowledges that promoting the perfect serve with a standard brand like Gordon's is a ceaseless task. "It's something that we're going to constantly have to drive. That's why we offer glassware, ice buckets and so on, because you're always going to have staff turnover in outlets. But get it right and you will have increased profits."

Gin drinks are becoming more and more sophisticated in the

hands of today's premium brands, which are increasingly embracing weird and wonderful botanicals — and finding new angles on the G&T to match.

"We always recommend Hendrick's is served with a slice of cucumber, rather than lemon or lime," says Hendrick's global brand manager Nick Williamson. "Firstly, because Hendrick's is made with cucumber, so it brings out the natural flavour, but also because Hendrick's is made with a carefully chosen selection of botanicals. A big wedge of lemon or lime will probably mask a lot of the flavours, like angelica and orris root."

They're not alone. Saffron Gin's musky overtones are said to be best complemented with tonic and a slice of orange, while Whitley Neill advocates adding Cape gooseberries or physalis — also used as a botanical ingredient in the gin's Africa-influenced recipe.

Not everyone is likely to have such exotic fruits to hand — which is a mark in favour of Hendrick's cucumber garnish. "If you go to style bars, you expect it, but I was in a pub in the Lake District recently, and they had Hendrick's there being served with cucumber," recalls Williamson.

"The thing is, so many pubs will serve some kind of salad, so it's the kind of thing that people will have in their pub or bar. And it offers customers a bit of theatre and something a little bit different."

Beyond the gin and tonic, "something a little bit different" doesn't have to be a complex mixologist's recipe. Fruit-based mixes can be a good bet, especially in summer: Sawtell mentions the gin blush — simply gin and cranberry juice — and, Gordon's summer berry spritz, a combination of Gordon's, tonic, raspberry and blackberry cordial, ice and lime.

Beyond that, bartenders are increasingly harking back to the 1920s and 1930s and the often simple flavour combinations that have stood the test of time. Williamson is a fan of the gin buck, an 80-year-old recipe that mixes gin with a dash of fresh lemon juice, sugar syrup, ginger ale and lots of ice. "It's a great summer drink," he says. "And its simplicity is key."

"Anecdotally, we're seeing bars stocking up with a wider selection of gins, especially premium varieties, and using gin increasingly as a cocktail ingredient, especially in classic cocktails like the gin martini," adds Patrick Venning, head of marketing at Beefeater brand owner Pernod Ricard UK. "Some bars are trading on gin's rich heritage as a cocktail ingredient by introducing recipes such as the bloodhound, a blend of gin, vermouth and strawberries that was first seen in 1907." RW