Gordon’s stands in stark contrast to some of the other UK Big Names in terms of how they’re addressing the contemporary gin explosion. Whereas Greenall’s () more contemporary offshoots are branded under names like Bloom () and Berkeley Square (), which stand apart from the main brand; Gordon’s does no such thing. Have a gin that features cucumber: call it Gordon’s Cucumber Gin (). If you put out an Elderflower, just call it Gordon’s Elderflower. Gordon’s remains all-business, and is clearly a testament to the strength they have in their name: despite the much ballyhooed seven-figure advertising budget for their gin, Gordon’s thinks that flop or success, the name Gordon’s is capable of making it.
In Own <100 Words
One of the biggest names and brands in the world of gin looks to capitalize on the growing gin market, in particular growing contemporary gin market, with their second flavor in as many years. The consumer cocktail market for elderflower and elderflower flavored things, shows no signs of abating [in spite of bartenders the world around deriding it as the “ketchup of the cocktail world]. On-trend and on-mark, it’s built for gin and tonics and is also available in a pre-mixed canned G&T across the UK. Now available at your local Tesco.
Juniper and floral hints on the nose. Elderflower in character, but not terribly sweet. There’s undertones in the nose of violet and chamomile. Simple and quite inviting.
The palate begins with a somewhat flat and damp juniper, wet pine boughs, saturated but never sharp. The mid-palate is traditionally gin-like with hints of orange and citrus rind. The finish is where elderflower is a full on assault If you breathe in with the spirit in the back of your throat, you can amplify this sensation even further. It almost hits St. Germain territory with how bright and fresh it is. The finish is one part floral and one part vegetal. There’s a slight note of heat on the edges of the palate. Long faintly acidic finish, with just a touch of juniper. Well-rounded though with discernible high, middle, and low notes present.
Of course, this was ready-made for the Gin and Tonic. Elderflower is present, but perhaps a little less bold than expected. Quinine and lime dominate the spirit a bit. Touch of juniper. I found it to be vastly improved by upping the usual ratio to bring out some more of the floral notes in the gin. I wish it was a bit stronger in terms of bottled strength, but given the laws the way they are, I found it to work nicely, if less elderflower than I had expected. Depending on your view on the flavor, this might be a strong point.
Perhaps where I was most surprised was in the Martini*. The spirit is quite smooth and very easy to drink on its own, but perhaps I underestimated just how well that subordinated elderflower note would compliment the herbal notes from the Vermouth. My only complaint might be that I wish the juniper jumped out a bit more, but I found this to be a good martini which will appeal to a range of sensibilities.
Due to the popularity of this cocktail among my wonderful readers, I’ve committed to bring out the Tom Collins more often. Lemon and elderflower are natural dance partners, and blend quite harmoniously. Rich sweet citrus, with a brightness and lift from the elderflower. Recommended.
*As tested, Martini ratio of three parts gin to one part Vermouth.
Price: £17/700 mL
Origin: [flag code=”GB” size=”16″ text=”no”] UK
Availability: In the UK.
Rating: Don’t judge a book by its cover. I was surprised that it wasn’t as overpowering as I expected, but, whether or not you like it will still rest upon a single question: do you or do you not like elderflower? If the answer is no, no amount of writing is going to persuade you otherwise.
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