British gin is being promoted by British embassies around the world in an effort to boost sales abroad.
While whisky exports account for £4 billion, gin has a lot of catching up to do. Although the UK is the world’s leading exporter of gin, the spirit was responsible for just over £380 million in 2014.
Gin exports have, however, been increasing. They were worth £288 million in 2010.
The global promotion campaign has the backing of the Government, according to Environment Secretary Elizabeth Truss who says that gin will be served at key embassies along with traditional British food.
An FCO spokesperson said that British products, including beer, wine and spirits, are promoted at functions in more than 260 posts in the world where appropriate.
One launch is known to have taken place, curiously in the capital of a country beset with financial woes, Athens. There the British Embassy organised a launch last May for Bulldog Gin, a London brand, in conjunction with a leading importer bringing British goods into Greece.
Gin has come a long way from its 18th century reputation as ‘mother’s ruin’. It was subject to low import duties and low tax for domestic distillers. Cheap and easily available, it quickly became very popular – a period known as the Gin Craze.
Successive Gin Acts were enacted to reduce consumption and lower the crime rate.
