Bloom Gin is tall, elegant and distinctly contemporary styled. A bold and striking gin from G&J Greenall who recently celebrated their sestercentennial. With over 250 years of gin making, they currently are the proud distillers of their mainline Greenall’s Gin and the bright herbaceous Berkeley Square Gin. Bloom is distinctive and somewhat unexpected. While it is part of a movement among the gin community to specifically target certain demographics [see Ish Gin], Bloom Gin does so without overtly pandering or compromising the core values of the storied distillery. Simple put, its proof that if you make a good product, the marketing does its own work. Bloom Gin is marketed as a “gin for women.” I prefer to look at Bloom Gin as a “gateway gin,” for people who wouldn’t traditional refer to themselves as gin drinkers, or for people who have been raised on the contemporary style of gins such as Hendrick’s.
Enough of the marketing angle talk, how does it taste?
It smells sweet and floral. Honeysuckle and citrus bright and on the nose. Very inviting and very not traditionally gin like. I’d say that the nose comes across as a floral vodka, but I don’t wan’t to invoke the pejorative sides of that taste description.
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One of the great mysteries to me in the distillation community is the disproportionate ratio of genders among master distillers. Certainly at some point along the way, the craft of distillation took on the notion of being a gendered profession. Just like at one point “nurse,” “flight attendant,” “blacksmith,” or “fireman” conjured up a notion of a specific gender and a specific kind of person in each of these professions, “distiller” is a title which to some conjures up a vision of a man.
Why is this? Why in a modern day where male flight attendant and women police officers are sufficiently common place as to no longer even be worth noting upon, that the world of distillation is so dominated by men that Bloom master distiller Joanne Moore in promotional literature has been heralded as the world’s “only” female master distiller. Now certainly this might be hyperbole [there are several female distillers in the United States craft spirit circuit, Sonja Kassebaum at North Shore, Melissa Heim at Rogue to name a couple members of the Clear Boots Society] or technicality [maybe the title “Master Distiller” is a special designation of certain companies that technically other women distillers do not happen to hold]; however, “technically” false that statement might be it does shed light on a mystery.
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