Celebrating the brand’s historical connections with gin, the 2018 Gin Festival will run until 2 September in 77 pubs in the Mitchells & Butlers’ Nicholson’s estate.
Gins hailing from as far as Japan to South Africa make up the summer menu, including a special limited-edition summer collaboration with Cornish distillery Tarquin’s Gin.
Limited edition summer collaboration
Created exclusively for the Nicholson’s Gin Festival, the Tarquin’s limited-edition is a dry Cornish gin, infused with strawberries and a touch of lemon verbena. The aim of this pinky-hued gin was “to bring a little slice of Cornish sunshine to every glass”.
Among the other 40 gins featured at the festival, there is a focus on fruit cups and world gins this year. They bring a new lease of life to the traditional summer serve while also exploring a range of gins from every continent, including Roku gin from Japan, Dictator gin from Colombia and Inverroche Amber gin from South Africa.
The 2018 gin festival will also feature a wide range of consumer events and activations including masterclasses, secret gin parties and social media giveaways.
The rise of pink gin
Meanwhile, according to data experts CGA, value sales of pink gin are up by a huge 1,779%, while volume has soared by 2,194%.
Some 11% of gin stockists now have a pink gin in their selection, and 2.2m UK customers state that they drink pin gink variants.
CGA commercial director Graeme Loudon said: “With the gin market continuing to go from strength to strength, the flavoured gin market is looking to try and tap into the opportunity, and pink gin is the flavour with most traction.
“Currently, there have been a number of new product launches within this category this year, driving volume and distribution and, as a result, more than one in 10 outlets now stock pink gin.”