There’s a whole lot of gins experimenting with Genever-style warm wheat bases, but surprisingly few craft distillers outright experimenting with Genever.
There’s probably an element of business logic in there. Gin is a hard sale to some as it is, but at least people know what to do with it what they get it: whether that’s Tonic, Martini, or even Gin and Juice. But Genever?
Genever falls into a category of secondary spirit styles. Some of these secondary spirits have their day. Mezcal has emerged from the shadows and is now trendy and showing up at places not known for cocktail craft. Cachaça is hot and only going to get hotter. Expect the whole world to be talking it when the World Cup and Olympics hit Brazil in 2016. Some of these secondary spirits, such as Arrack or Aquavit, never quite have their day in the sun but still have their ardent supporters. Genever is in this later category. Those who know Genever, know it, and know what to do with it. And to those who don’t, it’s a hard sell. Therefore if you’re a small distiller trying to keep yourself afloat, you’re going to tie your fortunes to known and established spirits.