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Back to Basics: Gin & Tonic 101
Winston Churchill once declared, “The Gin and Tonic has saved more Englishmen’s lives, and minds, than all the doctors in the Empire.” A Gin and Tonic is the only good cocktail you can have on an airplane in coach class. It’s also a gourmet obsession in Spain that has made its way to the trendiest American cocktail bars. And because a G&T doesn’t require any fancy syrups or shrubs, you don’t need to be much of a mixologist to make one at home.
As with wine, the gin market is hot at the high end and cool on the bottom shelf. Gin is still a small percentage of the total spirits market, about 4% according to Nielsen. But sales by value are growing while sales by volume are actually dropping. So this is a good time to switch inventory away from the super-cheapies and to branch out into some of the new gins coming onto the market. And a classic, refreshing, deceptively powerful G&T could prove to be your MVST (Most Valuable Selling Tool).
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