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Hayman Distillers fears cask-aged gin threat as 1850 renamed

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Hayman Distillers has relaunched its cask-aged 1850 gin under a new name as it tries to distance itself from recent trends in the aged-gin category.

The new gin has a stronger abv

The new gin has a stronger abv

The company said that Hayman's Family Reserve will replace 1850 in the on- and off-trade. Family Reserve is made to the same recipe as its predecessor but has an abv of 41.3% compared to 1850's 40%.

Speaking to just-drinks at a launch event in London yesterday, MD James Hayman said the move will help confirm the company as a traditional family gin maker. “What's happened in the gin category is that the increase in cask-rested gins is moving it away, I feel, from what gin is. It's more about innovation than history.”

Hayman's Family Reserve is aged in Scotch whisky barrels for three weeks, however Hayman said some new cask-rested gins are aged for up to three years.

“To our family, gin is about the botanicals - not the impact of the wood,” he said.

The new Hayman's Family Reserve will be released in batches of 5,000 numbered bottles. It will priced the same as 1850, which was Hayman Distillers' fourth-biggest selling gin out of a portfolio of six expressions.

The 1850, which was first launched in 2010, is the second Hayman's gin to have a makeover following the relaunch of Royal Dock Navy Strength Gin last year.


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