Chivas looks to build on growing gin fanbase

on 11/05/11 at 11:54 am

Spirits

Chivas Brothers is seeking to capitalise on the increasing popularity of gin with the launch of a new interactive website that aims to give gin fans a “one-stop-shop” for everything they want to know about enjoying the drink.

The site, www.ginandtales.com, offers a guide to creating and discovering signature gin cocktails, along with testimonials and stories from some of the world’s most influential drinks experts.

Leading London mixologist Dré Masso, the site’s editor, will conduct a monthly interview with one of his cocktail-making “heroes” – famous bartenders such as Peter Dorelli of The Savoy’s American Bar or cocktail legend Salvatore Calebrese – who will demonstrate how to mix their own cocktail before Masso adds his own “twist” to their recipe’s, designed to encourage cocktail fans to experiment with their own drinks.

The site also features a “Bar School” area, providing videos presented by Masso and other big names from the bartending community, offering a variety of methods and techniques using everyday equipment to help budding mixologists to replicate their cocktails in their own homes.

A Chivas Brothers statement said: “The site demonstrates the complementary role Beefeater London Dry, Beefeater 24 and Plymouth Gin play within the portfolio and highlights the affinity of each brand to differing occasions.

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