Diageo took inspiration from an original Tanqueray recipe from 1832 for the creation of a new classic with a savory twist—Tanqueray Lovage. Lovage is a member of the parsley family and this new gin is said to be the first of its kind to use the herb. As such, creating the Tanqueray Lovage was reportedly a challenge for the distillers.
The finished product is said to be "deeply herbaceous, celery-like and earthy, whilst retaining that signature juniper-citrus forward style."
For the launch of Tanqueray Lovage, about 100,000 bottles will be distributed across select parts of Europe and Asia, with each expression bottled at 47.3% ABV. This new gin is set to be appealing to consumers as a new option, especially during a time when savory cocktails are in high demand.
Herbaceous Savory Gins
Diageo's Tanqueray Lovage is the First Gin Created with the Herb
Trend Themes
1. Herbaceous Gins - The creation of savory herbaceous gins like Tanqueray Lovage presents opportunities for the gin industry to innovate and appeal to consumers who are looking for new flavors and sensory experiences.
2. Revival of Classic Recipes - By taking inspiration from original recipes, such as the 1832 Tanqueray recipe for Lovage gin, companies can tap into the nostalgia and desire for authenticity felt by modern consumers, while also introducing novel flavor profiles.
3. Savory Cocktails - The rise of savory cocktails creates space for innovation with new spirits, mixers and garnishes which offer consumers new taste experiences and defy traditional flavor rules.
Industry Implications
1. Spirits - The spirits industry stands to benefit from the rise of herbaceous gins, nostalgic recipes, and savory cocktail flavor profiles, which can create new revenue streams and appeal to different customer segments.
2. Hospitality - Restaurants, bars, and other hospitality businesses can use herbaceous gins and innovative cocktail flavors to create unique experience-driven concepts that align with current trends and customer demands.
3. Herb and Spice Producers - Producers of herbs and spices, like lovage, that have not traditionally been used in the spirits industry can now explore new growth opportunities and innovate with novel applications for their products.