Makers of the world’s largest independent British Super Premium gin, Brockmans, have maintained their reputable position in the industry by sticking to a bold approach.
That is, to create a gin that exemplifies what it means to be “Properly Improper.” But what exactly does the seemingly contradictory philosophy mean?
Simply put, Brockmans gin was born to stand up in defiance to all the other gins before 2008. Not to discredit them, but to make sure the door is open for new opportunities within the everchanging gin category.
“We, of Brockmans, are the standard bearers and descendants of a long line of gins that stretches back to time immemorial. And while we respect and honor the traditions that have led us to this time and place, we steadfastly refuse to be beholden to outdated notions of what is and is not a gin. When it should or should not be drunk. Or how it should be drunk.”
At the forefront of the Properly Improper initiative is CEO Guy Lawrence, a very well-versed man with over 30 years of experience in the field. He has worked with several noteworthy brands, including Guinness, Bacardi, Dewar’s, and Jägermeister. Now passionate as ever with his lead role at Brockmans, he aspires to expand the reach of the limitless gin into broader markets. Chilled asks Guy about what’s going on in the gin category and to tell us more about being a “properly improper” gin.
Tell us a bit about what’s been going on at Brockmans Gin.
It’s an exciting time for Brockmans as we continue to build and grow internationally. We’re set to invest £6M+ in Global marketing this year as we expand and develop internationally. We have been rolling out our exciting new brand world of “The Properly Improper Gin” which can be seen across our many touchpoints and excitingly in lots of new media. We recently also launched our Properly Improper Society in the UK with a 3 day take over in London’s bustling Soho that saw performances, cocktail masterclasses and properly improper times had by all!
Talk to us about your background in the industry.
It’s such an amazing industry, and one I have been lucky to be part of since I left university in 1988! That’s more than 30 years, and now I’m showing my age! I’ve worked across all sectors with some incredible brands including Guinness, Bacardi, Dewar’s, Jägermeister, and now Brockmans Gin, and with some incredible leaders who have run or are running the best companies in this space. The industry has given me everything I have and for that I am very grateful. I have worked in sales and marketing, in full time and non-executive roles. I love what I do and look forward to doing it for as long as I can. It’s so much fun.
How has the gin category changed—what have you noticed/where do you see the category headed?
The gin category has seen some incredible developments over the last few years. There has been a lot of innovation and expansion, and long-term we see the category growth continuing, with increased focus around those brands that are investing. Innovative botanicals and blends have always been at the forefront of the category, just like we have been since 2008. Bartenders are looking for cocktail friendly products that ensure the consumer in their venue wants to come back for more.
What makes Brockmans a solid choice for bartenders when crafting cocktails?
Brockmans gin was created to stand up in defiance to all the other gins that existed before 2008. This defiant nature in our botanical blend of Dark Berries & Noble Traditions (not forgetting of course the very important juniper berry marrying with our blueberries and blackberries!) created a liquid that was so smooth it could be sipped neat, unlike any other gin at the time. This was down to the flavor, the texture, and the quality of our spirit and this is something that is so well respected by bartenders (and consumers) across our 55 global markets. Brockmans is a gin that appeals to those uninitiated into the world of gin, but also provides connoisseurs with a taste experience that we think is unrivalled. The way our cassia, citrus, coriander and orris pair with our dark berries, angelica, and almond oil to create a liquid that is as incredible in a French 75 as it is sipped neat over ice.
What is your strategy for future growth?
We are currently the world’s largest, super premium independent British Gin and that’s a title we want to retain as we expand into broader markets. We want Brockman to be poured all over the world with consumers enjoying our Properly Improper perfect serves. To do this we plan on working with our local market partners to ensure consumer trial is top of our agenda. We know how well our liquid does when experienced and we consistently stand up in blind taste tests. Our historical performance in The Spirit Business Spirit Masters and SIP Consumer awards is testament to this.
What would you like bartenders to know about Brockmans?
Brockmans can be the gin in your venues portfolio that introduces new, inquisitive consumers to the category. Served long or short there is a depth of flavor and nuance that is appreciated by many and makes it a moreish and inviting drink choice.
What can you tell us about the brand that most people don’t know?
The name “Brockmans” is an old English word for the controller of the water source of a landed Estate. This was a crucial role in many large stately homes, and in distilleries, as it ensured the gardens were well maintained, or indeed the spirit was well made!
Anything coming down the pike that you can share?
Now that would be telling! We’re very proud to be the world’s largest independent British Super Premium gin and we are working hard to ensure we remain in that position.
Improper Negroni
Ingredients:
- 2 parts Brockmans Gin
- 2 Parts Grapefruit aperitif
- 1 1/2 parts Cocchi Americano
Preparation: Stir ingredients together in a rocks glass with ice. Garnish with a quarter slice of grapefruit and enjoy!
The post We Ask CEO Guy Lawrence, What’s a Properly Improper Negroni? appeared first on Chilled Magazine.
Source: Mixology News
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