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Industry collective takes a trip down Gin Lane with launch

Published:  11 June, 2015

A mystery cabal of drinks industry professionals is behind the launch of a new range of four gins.

The group behind the launch of Gin Lane 1751 is going under the name of the Bloomsbury Club and has produced the gins in conjunction with Charles Maxwell of Thames Distillers. 

The Gin Lane 1751 range comprises London Dry, Old Tom and Victoria Pink gins, all at 40% abv, and London Dry Royal Strength  at 47%. Bottles are individually numbered.

The launch is into both on- and off-trade and a US release is planned by the end of 2015.

Gin Lane 1751 house style is bold on juniper and liquorice and is being billed as a "gin for gin lovers". Production is in small, traditional pot stills.

The Gin Lane 1751 name combines a famous William Hogarth painting and the year in which the Gin Act was passed, outlawing gin sales and in shops selling everyday staples and preventing distillers supplying the public direct.

The result of the measures was gin becoming more scarce and expensive and quality improving.

Distribution is through Coe Vintners with an early retail listing in Selfridges at £26.99