GINTONICOLOGIST JOURNEY
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An idea was born on March 13th, 2016 to promote the Juniper based fine spirit culture in the UAE as it was booming all over the world. Unsatisfied with the lack of selection and serving methods, an Instagram account (@gintonicologist) was created to raise awareness of the varieties of Juniper based spirits, the versatility of the tastes, profiles and serving methods when paired with Tonic, with a final Garnish touch.
The Gin Journey quickly gained momentum in the UAE triggering equal interest from outlets to distilleries and grew to 28,000 followers in the span of two years without manipulation or third party assistance, relying solely on organic growth. With brands becoming readily available, the focus shifted to Bars, Lounges and Restaurants where selection was offered, and to the personalities behind counters serving them with passion.
Distilleries and Distribution companies approached me, and invited me to visit their premises to share the passion of spirit making. June 2017, Pernod Ricard invites me to their Black Forest distillery (Monkey 47) in Germany, which was followed by Siegfried in Bonn, and more recently in the UK.
The international trend of Gentlemen Served fine cocktails has reached the UAE with numerous bars now focussing on refined drinks as opposed to mass consumption, and so the need to attract like-minded customers becomes evident, with the help of the exposure they gain through the Gintonicologist.From Brands, Distributors to Distillers, to Lounges, Bars, and Fine Restaurants, Gintonicologist provides the needed exposure to the consumer looking for distinction. It is not just for Gin, it’s for the lifestyle of the curious fine drinkers. "There is a Gin for everyone.”