Ginger drinks: Gingerly does it

Apparently we're getting more sophisticated as a nation - as far as our taste buds are concerned, that is. It seems prudent to point that out now before images of sunburnt footy-loving Brits with bad tattoos and beer bellies bigger than Table Mountain, start being beamed across the world.

But yes, be it unusual beers from around the world, curries or simply more exotic or 'alternative' cuts of meat (read as offal), it seems we're now ready to try anything.

But as far as drinks are concerned the 'thing' of the moment is ginger. There's no escaping it right now. Since Halewood launched its Crabbie's alcoholic ginger beer last year, other drinks companies have been curiously watching its popularity grow.

Indeed, alongside the older drinkers who have long been fans of Crabbie's Green Ginger Wine, a crowd of younger drinkers have also embraced the ginger beer, leading to listings in both traditional pubs and high-end style bars.

Al Cross, Crabbie's brand manager, says: "I'd like to think Crabbie's has been a trailblazer. At the beginning people didn't take us too seriously. People looked at us and said 'that's ridiculous' and rubbished it, even the press.

"But we were specific about what wanted to achieve and we are achieving that spectacularly. This ginger category has suddenly emerged.

"People used to be completely turned off by ginger, but are drinking it now because their palates have matured and they're open to more tastes and flavours, especially because of the popularity of world food such as Indian and Thai.

"But also, I think people are looking for something new constantly, and that's what its down to."

Hot on Crabbie's heels, trialled in Wetherspoons since September but not officially launched until May, came Frank's, a ginger beer from Ciders of Sweden, the maker of Kopparberg. Then InterContinental brands decided to get in on the action with its own alcoholic ginger beer thus confirming the formation of a whole new drinks category.

Davin Nugent, managing director of Cider of Sweden, says that due to consumers becoming more adventurous there is room for a number of major brands in the emerging category.

"The drinks repertoire of the UK consumer has changed rapidly over the past 10 years," he says.

"There is a proven market there and there is now room for a category approach. We have no doubt that Crabbie's will benefit from innovation in the category."

Of course, ginger's growing popularity as a mixer shouldn't be overlooked either. Whether it's Sailor Jerry and ginger or even a cocktail made from rosé Gallo wine and ginger, it seems to be the flavour du jour, especially among younger drinkers trying spirits such as rums for the first time.

Where fashion treads, premium brands often follow. The next ginger-based brand that you can expect to start hearing a lot about is a different prospect from ginger beer altogether. For a start, it pre-dates these new kids by some considerable time.

Ginger liqueur the King's Ginger is set for a big push into the on-trade after being taken on by premium drinks agency Inspirit Brands, itself recently acquired by Global Brands.

The liqueur was specifically formulated by Berry Bros & Rudd in 1903 for King Edward VII, according to them to "stimulate and revivify his Majesty during morning rides in his new horseless carriage - a Daimler." They say it has been appreciated by bon viveurs, sporting gentlemen and high-spirited ladies ever since.

Before Inspirit took it on at the beginning of the year, the brand had just been available through Berry Bros. It now hopes to awaken what it sees as a sleeping giant, by targeting both high-end bars and pubs, specifically country pubs.

Plans are afoot for a series of sampling campaigns and the team are working up serving suggestions. These range from complex cocktails for bars to simple serves such as the King's Crown, the liqueur mixed with pineapple and lemon bitters, for pubs. Events such as an urban gentlemen's games are also planned to help bring the brand to life.

Nick Worthington, brand manager for Berry Bros & Rudd spirit portfolio, says: "Our aim is to get it in bars everywhere. I think it's a product that when you think of opening a bar, it's a drink you automatically want on the back-bar. There isn't anything else like it.

"It had lain dormant in Berry Bros' archives. They'd always sold it. But when Inspirit went to taste it, we thought it was fantastic. It's one of those things that had been forgotten and not really done anything with. We want to get it out there and get people enjoying it."