The Gin Renaissance, which kickstarted in 1999, showed the world that gin could be more than something that’s mixed with an insipid tonic and served at room temperature with a slice of lemon that has seen better days. For the next decade, the juniper-dominant spirit was unstoppable. At its peak in 2018, new gins were launching faster than you can say botanical and there was seemingly room for all. Until, like most trends, there wasn’t. Rather than the spectacular bubble burst many predicted, there has been a slowing down. There is still a thirst for gin – a whopping 83 million bottles were purchased in the UK alone in 2019 and the category is still in growth (24%), valued at £2.6 billion. But the tide is changing. Of the hundreds launched over the past decade, countless have fallen by the wayside. A handful  – often those with a true point of difference – have become household names.  This innovation has come in many forms and has largely focused on the addition of botanicals and distillates, neglecting the (copper-still-shaped) elephant in the room. “Gin has had a problem that went almost unnoticed for about 250 years,” Cambridge Distillery’s William Lowe MW animatedly tells me. With this declaration, the Master Distiller holds up a miniature replica of a copper pot still and says: “There are six key botanicals that will be in almost every gin you ever taste. And those are: juniper (obviously), coriander, liquorice, orris, citrus and angelica. And there’s a very simple reason for that: two and a half centuries has taught us that they operate really well in this.” He continues, pot still model in hand: “In order for that pot still to work, you have to boil the ethanol at 78.3°C. Water boils at 100°C; so, for distillation to be working, you have to operate between those two parameters. In practice, most of the time you are boiling a liquid around 90°C plus or minus 5°C. The problem with that, is it is really hot. “And if you think about the way a chef would deal with a whole array of different ingredients they have available, there’d be some things they would boil, some things they’d blanch, some things they’d grill, some things they’d cook in an oven at a low heat for a long time or a high heat for a short time, or sometimes a blow torch or sometimes a sous vide or sometimes they just pick, and place, with no heat whatsoever. “A distiller doesn’t have that choice. They have this...” [He holds up the still] “… which runs at around 90°C for an entire day.” When Lowe started the Cambridge Distillery in his front room with his wife Lucy and Labrador Darcy, in 2012, people wrote him off as a kook. His approach of distilling fresh, seasonal botanicals according to their individual needs, rather than all together at extreme temperature, was unheard of. The vacuum still he fashioned is worlds away from the copper pot still in his hand when we speak.  “I can bring the atmospheric pressure down in this unit,” he says with glee, “therefore bringing down the point at which water and ethanol and a combination of those two will boil […] I can literally boil liquids with no heat whatsoever, which starts to sound a bit mad scientist and actually it starts to look a lot more mad scientist. So, what we are able to do, is rather than putting everything into one pot at the same time, we will distil each individual item individually.” In the decade that has followed, Lowe has silenced all his critics. His gins are some of the most highly acclaimed and his distillery is a three-time recipient of the World’s Most Innovative title at the World Beverage Awards. “I’m not innovating here to be different,” he says, “I’ve got no interest in being different. We’re trying to just make things better. And if the optimal approach already existed I’d use it because it would save me a lot of time and energy. Instead, what we do, is we focus on things that have either never been done before or on approaches that have been overlooked by distillers.” These innovations have included the world’s first gin made using solely Japanese flavours, the world’s first gin made out of insects, and the world’s first gin made out of truffles. Lowe has created, and since trademarked, a nine-step approach called a novo-dimensional distillation matrix to extract maximum flavour from his chosen botanicals. He will say two of the variables are temperature and pressure, but the other seven are now a closely guarded secret after gins remarkably similar to his own – but not quite as good, he’s quick to point out – started to appear on the market. Over in Kenya, Procera is a small team adopting another radical approach to produce the first African juniper gin. Distilling legend Roger Jorgensen uses juniperus procera, the native African juniper, and distils it green – as opposed to dried – when it is bright, vegetal and alive. He also uses something other than a traditional copper pot still.  When he was introduced to the 230-litre Müller still, which he affectionately describes as the “Rolls Royce of stills” and his “baby”, Jorgensen says it changed the way he thought about distilling gin – which is quite the claim after a 27-year career in distillation. The Müller still has got infinite controls on it. Instead of a column with bubble plates on it to achieve separation, it’s got 10 metres of 600mm-wide copper plate that spirit and vapour pass over. The column, Jorgensen says, does the work of umpteen plates on another still and gives a seamless separation, driving back dense and heavy flavours, only allowing the brightest ones to come through. Namely, the African juniper.  “The juniper that is used in most gins is harvested and collected at a certain time of year but the highest-quality juniper doesn’t go into distilling,” Procera founder Guy Brennan tells me. “Distilleries are not paying the highest money. The best juniper in the world goes into food and grain stuff. And then you go down a few ranks until you get to the juniper that gets used for distilling.” Procera is the only company using the native African juniper, which Brennan says is “grade one” instead of the “grade three or four” in other gins. It is his hope that other distillers will follow suit and African juniper can become a cash crop like tea or coffee. “At the moment, African juniper has a zero dollar value, but it could be worth £100m in 10 years,” he says. “If Beefeater make an African juniper gin then there is £10m of juniper and the money goes straight to the people on the ground.” The idea to create the world’s first African juniper gin came to Brennan when he was sitting around drinking Bombay with friends. After taking a closer look at the bottle they’d held many times, Brennan and friends were struck by the irony that many of the botanicals, which hail from Africa, are shipped to London for somebody to distil and sent back to Africa as a finished product. Brennan then found Jorgensen – who he playfully calls the “distilling Yoda” – and both discovered juniperus procera. While botanicals are often the most talked about thing when it comes to gin – there’s almost a game of one-upmanship at times with who can use the most or the most extreme – few, if any, talk about the juniper, which legally has to be the prominent flavour. “We don’t want to speak negatively about other companies,” Brennan continues, “but you just don’t hear much about the juniper and there’s a reason: it all comes in 50kg bags from a commodity broker, rather than anyone having a true connection to it. Juniper makes up 90% of a gin and it should be that terroir, rather than a chilli or a citrus botanical, which defines the gin.” African juniper berries grow on a tree – rather than a bush – that is between 10-15 metres in height. The tree, which lives for hundreds of years, only grows at high altitudes (above 1,500 metres) around the equatorial zones. You can tell the juniper is in season, at the end of the short rains, when the baboons start eating it. It is earthier and nuttier than the more commonly used European juniper, juniperus communis. “If you think about it, the best juniper comes from the Mediterranean south, it doesn’t come from the Black Forest or even Scotland because it gets more sun,” Brennan says. “It’s like tomatoes from the Mediterranean: more sun, more flavour, more richness – it’s the same with juniper as well.” In addition to distilling the native juniper green, Jorgensen adopts a pillowcase technique. The Master Distiller finely grinds the botanicals and puts them into a pillowcase and soaks them in warm alcohol overnight. This “grown-up teabag” extracts the primary terroir flavours, and ensures they aren't lost during the distilling process. At Cambridge Distillery, Lowe is a staunch advocate for terroir – or as he terms it, typicity – in spirits. “The difference between the good and the great wines really is the notion of typicity and expressiveness and a sense of place and that’s universally true,” he explains. The Master Distiller points to Champagne, Burgundy and Bordeaux, and the rare whisky gems from Islay, Speyside, and more nuanced examples from Japan. “And then gin,” he says with a mischievous smile. “Well here’s a problem: juniper, coriander, liquorice, orris, citrus and angelica – there is no one place where all six of those things grow. And yet, if you just go and grab a bottle from the supermarket it will be made from juniper, coriander, liquorice, orris, citrus and angelica. Why?” He holds up the miniature copper still model. “So here we have a confirmation of our process and our philosophy. Our philosophy was simple: why can’t you make a gin that’s really from a place? And just because no-one had, it didn’t mean it couldn’t be done. It just meant no-one had done it yet.” The team at Procera is equally determined. “I’m an irreverent person,” Brennan says with a laugh. “Roger’s an irreverent person, and the team, we’re irreverent. We don’t just say let’s do things the way everyone is doing it. Because why would we use European juniper? Why do we use dry juniper? Green juniper is fundamentally better. Fresh products make better gin.” Brennan says he hopes others will adopt the same logic when they see the quality of the product and consumers’ willingness to pay more than the current glass ceiling of £40 per bottle. Something Lowe echoes: “This isn’t stuff that is being dreamt up around a boardroom. And we’ve never been in a position where we’re working down to a price point. We work up to a quality point and that’s it. “It does have the side effect that a lot of our products are more expensive than the contemporary set of gins that are out there but I’ve never been of a mind to dictate to people what’s too expensive. “I think that’s been what held these guys back for a really long time,” Lowe says with the pot still aloft. “If you ask everyone out there: are you making the best decision or are you making the most economically viable decision? They have got to be honest about it. “Flavour is a fashion. Quality is an enduring feature. And there will always be those who graduate out of these fashion cycles and come and seek quality. “I’m not in any way intimidated by what other people do around the gin industry. Either it will be part of the fashion trend, which is not our natural ecosystem, or they will join us on our mission to improve quality – and that’s got to be a good thing, hasn’t it?” Browse our range of gins or read more Editorial 

After countless headlines prophesying the end of the gin boom, the category's growth has finally slowed. Holly Motion talks to two innovators who, through reimagining the distillation process, have produced gins that should stand the test of time

Exploring life after the gin craze with two innovators who are reimagining the distillation process, Procera and Cambridge Distillery 

Two mavericks rectifying gin's biggest problem

After the craze: reinventing gin

William Lowe has achieved a great many things in his life. At the time of writing, he’s the only Master Distiller to also hold a Master of Wine title. At the age of 41, he already has countless letters after his name from various academic qualifications in psychology and philosophy, and is months away from embarking on a PhD in Chemical Engineering and Biotechnology. “I’m a serial studier,” he says with a boyish smirk and an infectious giggle. “I can’t help it. I think I’ve had 17 consecutive years of exams in one shape or another.” Somewhat surprisingly, given the laboratory behind him as we speak and the very scientific qualifications he has to his name, Lowe doesn’t come from a science background. He joined the wine and spirits world one day after he turned 18, working as a bartender. He says his “very academic” family thought his choice to bartend was a phase. But, at 18, Lowe took his grandfather’s words “if a job’s worth doing, it’s worth doing well” to heart – something he still believes to this day. “I took that not just to mean if you’re going to do something, do it as best you can. But genuinely it’s a question of self value. Why waste your time doing something to a mediocre standard? There’s just no point. We’ve got a limited time on this planet, haven’t we? So I thought, if I’m going to be a bartender, I want to be really good at it.” After bartending internationally and mixing drinks for the Queen and celebrities, Lowe ran bars and restaurants for a time, before he went into distribution and then education, training more than 10,000 people worldwide. From here, the man with the voracious appetite for learning moved into production. In 2012, he set up Cambridge Distillery – which started life in his front room. Rather than use a traditional copper pot still, Lowe fashioned a vacuum still with rudimentary apparatus to distil his fresh, seasonal botanicals according to their individual needs. “The methods that we use here were literally laughed at a decade ago,” he explains. “And then they were thought a curiosity seven or eight years ago. And then a bit weird but quite interesting five years ago. To the point now where what we do here has resulted in gold medals for quality for literally every product that we have ever commercially released, and that gets some attention.” Over the past 10 years, Lowe has produced a series of world firsts. “There was no such thing as gin in Japan before I did that,” he says with pride. In order to explain to the world why it was a Japanese gin, Lowe told everybody what it was made from and now there are lots of Japanese gins. “Every single one of them is based on a recipe I created here in Cambridge,” he bristles. Lowe says a lesser man would find that very frustrating but cites a “wonderful quote that most people only know the first half of”. “You know they say imitation is the most sincerest form of flattery?” He continues, “… that mediocrity can pay to greatness”. “It’s damning with faint praise,” he adds. “We see a lot of these products come along. I made the world’s first gin out of insects. A lot of other people have tried that too. I made the world’s first gin out of truffles. A lot of other people have tried that too. But I don’t begrudge people following because that’s great – it means we’re doing things right and that is excellent. “And actually, if the whole world takes this approach of going quality-first and really aiming to make the best gin they can make, rather than the cheapest gin they can make with the best profit margins, well then we are in a good place. But, there are things I have worked really, really quite hard on in here that are outside of a patentable space, so we’ve got some very well-guarded secrets. “For example, our Truffle Gin is not just juniper and truffle. But there is only one other person in the world, other than me, who knows the full recipe for that and he’s my Head of Production.” Lowe then adds quite seriously: “and we never travel in the same car.” During our hour-long video call, Lowe sits in front of his laboratory-cum-distillery and periodically pulls props from beneath the bench upon which he sits. He jumps up to show me the oar from the Oxford/Cambridge Boat Race – coincidentally, the day Cambridge Gin officially launched in 2012, Oxford infamously broke an oar – and he repeatedly holds up A1 photographs of the distillery in its various stages of development, and his favourite prop: a miniature copper pot still. He also, much to my delight, takes me into the laboratory – with index finger to lips like a child sneaking into a room he’s not allowed to enter. The laboratory surface is lined with five small stills that look nothing like the copper pot still miniature he regularly and animatedly holds aloft. “Instead of having one big one, I’ve got lots of little ones,” he says with that smile. “One of the first things that people laughed at when we were talking about this [distillery], is they said well that’s great but you can’t scale it so it’s pointless. My point was fundamentally that actually, I wasn’t trying to prove you could scale it. I was trying to prove I could make a better gin. Well, I’ve done that. Next problem is scaling it. And, if you can't make a bigger one, just get LOADS – it’s fine,” he grins. Lowe can have five different botanicals running five different regimes at five different temperatures and five different pressures all at the same time. The resulting liquid isn’t gin, he tells me, but “lots of little threads that I have to weave together into the tapestry that becomes gin”. His, now trademarked, nine-step approach is called a novo-dimensional distillation matrix. Lowe will talk about pressure and temperature but he, for aforementioned reasons, will not discuss the other seven. He says his commercial and production team, on occasion, accuse him of having NPD Tourette’s – NPD being New Product Development. “Because I do go quickly,” he blurts out. “By the time you’ve seen a new release from us, I’m normally three or four projects further down the line.” He says they had to strike a deal because his flights of fancy are “so brilliantly fun” and he finds them “very, very engaging” – but there are commercial realities that underpin his work. For this reason, Lowe has created a triage system for new product ideas. As a general rule, if it already exists then he’s not interested – unless he thinks the product that’s out there isn’t good enough and he can improve it, in which case he’ll “just make it better and explain how it’s better and then people get to taste it for themselves”. If it’s a truly new idea, then he will ensure the new product has a purpose and reason to be. His Truffle Gin, for example, was born out of a desire to create a digestif gin – because a waiter at a Michelin-starred restaurant once remarked that there wasn’t a gin “good enough” for the digestif trolley. After months and months of reverse engineering the taste profile for a “good enough” digestif – think chocolate, tobacco, leather, tar, smoke and forest floor – Lowe released a gin that has since gone on to win countless awards. He didn’t say, but I’d hazard it also now graces that digestif trolley. Lowe is ambitious – doggedly so. He says Cambridge Distillery set out with a singular objective to be the world’s leading luxury gin producer and that his goal has always been to be the best. He’s the world’s first gin tailor, who sits with private clients for an afternoon and creates a gin based on their specification. And every product he releases wins at least a gold medal in tasting competitions. When asked how this is possible, he responds: “I taste for a living. It’s my job. I’m the best part of a quarter of a century doing this now. And, within that quarter of a century, I have been judging both wines and spirits internationally for over a decade, I’ve been teaching the Diploma at the WSET, which is the highest qualification offered by the world’s biggest wine and spirits school. I’ve also been called out by people like the IWSC and the WSET who named me one of their future 50. British Airways named me as one of their 100 modern Britons for my services to the food and drink industry. And, last year, I became the world’s first Master Distiller to also become a Master of Wine. “And I’m not just telling you this to seek the approval that I’m yet to receive from my father – the point here is that I’ve got a good palate. I’ve been working on it for a long time. And the system I use makes that palate more accurate by a factor of 10 to the power of four. And that’s why, when I release a gin, I know it will get a gold medal. Because if it isn’t a gold medal standard then I just don’t release it.” Lowe’s next qualification is a PhD in Chemical Engineering and Biotechnology on the intrinsic liquid properties of quality in wine and spirits and how they map to the extrinsic perception of quality in a range of novice, amateur and expert tasters. This, he says, could have sat in psychology, philosophy or chemistry. He chose the latter as a “challenge” because he’s “pretty strong” on the first two. “What I’m trying to do at the moment is focus my efforts,” he says. “And focus them on the things that I think are smart goals which are objectively measurable and achievable. And stretching and challenging – because I’m not interested if it’s not a challenge. “For example, let’s face it, the work that is part of that PhD is what I would be doing anyway. The PhD gives me the structure and it imposes a timeline and it brings me that focus. So it is absolutely part of my ecosystem and it works because it works. “There were times when I was trying to balance my WSET Diploma with a part-time Masters in Forensic Psychology – that was a lot harder. Very, very different subjects and I found the switch between them very stimulating. But this is absolutely all guns trained on the same target.” Lowe says he became a distiller to solve problems others hadn’t. While he is seemingly laser-focused on gin, one can’t help but feel there are problems in other spirits categories that a man of his tireless energy is just itching to solve. When the question is put to him, he says simply: “Never say never.” Thankfully, as is often the case with the Master Distiller, he elaborates: “My wife is the voice of wisdom and reason within the business. I remember once being sat at our dining room table and I had two application forms in front of me: one was for the Master of Wine and one was for the Iron Man that I was intending to do later that year. “I was looking at these two things and thinking this is going to be tough and my wife looked at me and said: ‘Will, there’s no shame in it. You can’t be elite at everything…’ and I was just about to say ‘I bet I can…’ and she finished her sentence with the words ‘at the same time’. And that was it.” When asked how he finds the time, and quite frankly, the energy, for the many things he is currently focusing on, he says: “Time isn’t something you find. It’s something that you utilise. We’ve all got 168 hours in the week and it requires discipline and prioritisation. That’s how you make your time.” And really, really good gin. Learn more about Cambridge Distillery or read more Editorial 

There are a lot of impressive people in the drinks industry, but you’d be hard pushed to find somebody quite as accomplished and personable as Master Distiller William Lowe MW. Holly Motion asks the man with the golden touch about his incredible career to date

William Lowe MW, the world’s first gin tailor, on turning the smallest distillery in the UK (Cambridge Distillery) into the golden goose.

William Lowe MW on his gold-medal Cambridge gins

William Lowe MW: the man with the Midas touch

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