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# Complex Berry-Infused Gins
The King of Soho Variorum Gin Has the Subtle Sweetness of Strawberry

By Michael Hemsworth | Published 2018-07-07 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/the-king-of-soho-variorum-gin
References: [conveniencestore](https://www.conveniencestore.co.uk/products/the-king-of-soho-gin-gets-berry-edition/568959.article?utm_source=RSS_Feed&utm_medium=RSS&utm_campaign=rss) & [kingofsohodrinks](https://kingofsohodrinks.com)

The King of Soho Variorum Gin has been unveiled as the latest addition to the brand's lineup of spirits that will offer consumers a new way to enjoy their favorite cocktails.

Infused with [notes of strawberry](https://www.trendhunter.com/trends/suntorys-196-strawberry) and a light pink color variation, the gin features a 37.5% ABV that makes it ideal for use in cocktail recipes of all kinds that need a flavorful upgrade. Set to launch in late July, the spirit is likely to be a hit with Millennial consumers who are looking for a different kind of gin to use in their favorite mixology recipes to enjoy this summer.

The King of Soho Variorum Gin is reported to be a balanced drink that seamlessly marries the strawberry flavor into the [citrus and juniper-forward libation](https://www.trendhunter.com/trends/willoe-gin).

## Trend Insights (Trend Hunter)

- Score: 1.5/10
- Popularity: 22% | Activity: 16% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking)

## Key Themes

### Key Themes Behind This Trend

- **Berry-infused Spirits:** Opportunity for distilleries to experiment with different berry flavors to create unique spirits that appeal to the Millennial market.
- **Colorful and Flavourful Gin:** Distilleries can create visually appealing gins with unique flavors that stand out in a competitive market.
- **Creative Cocktail Mixology:** The availability of different types of gin and spirits can inspire mixologists to create new recipes and experiential drinking experiences.

### Where This Applies

- **Distilleries:** Distilleries can create new product lines by experimenting with berry-infused spirits and innovative flavor profiles.
- **Beverage Industry:** Beverage manufacturers can cater to the Millennial market by developing visually appealing and flavorful spirits and mixers suitable for unique cocktail recipes.
- **Hospitality Industry:** Hotels and bars can leverage these unique gins and innovative cocktail mixes to create bespoke drinking experiences and attract a wider Millennial demographic.

## Related on Trend Hunter

- [Strawberry-Flavored Pink Gins](https://www.trendhunter.com/trends/four-peel-strawberry-gin.md)
- [Fruity Eye-Catching Gins](https://www.trendhunter.com/trends/beefeater-rhubarb-cranberry.md)
- [Upcycled Strawberry Gins](https://www.trendhunter.com/trends/wonky-strawberry-gin.md)
- [Fruit-Infused Gins](https://www.trendhunter.com/trends/grapefruit-rosemary.md)
- [Five-Berry Gin Spirits](https://www.trendhunter.com/trends/directors-cut-no-5.md)
- [Upcycled Strawberry Gins](https://www.trendhunter.com/trends/strawberry-gin-liqueur.md)
- [Fruity Pinkish Gin Spirits](https://www.trendhunter.com/trends/burleighs-raspberry-edition-gin.md)
- [Luxurious Lilac-Colored Gins](https://www.trendhunter.com/trends/gin-lane-1751-violet-gin.md)
- [Citrusy Strawberry Gins](https://www.trendhunter.com/trends/japanese-yuzu-white-strawberry-gin.md)