In Sicily, for the feast day of San Giuseppe, they make a soup, a very plain soup of 
chickpeas, fava beans and wheat grains, all soaked and cooked separately before 
being combined with bitter wild greens and perhaps some broken pasta. It is a 
celebration not of poverty but in poverty. The richness of the meal comes from the 
time it takes, the hours of soaking and boiling, of picking leaves in muddy fields. 
The feast day of the patron saint of workers (and the stepfather of God) falls on 
the 19th March, full spring in the Sicilian countryside with the almond trees in 
blossom. San Giuseppe’s soup marks the last use of the previous year’s harvest, 
the last pulses and grains to be taken from the store which the summer’s baking 
heat and the rains of autumn had provided for the coming winter. It is both a soup 
and a celebration, but it is also a sacrifice – a sacrifice of time against an uncertain 
future, time given freely as a kind of guarantee. Cooking of any kind – but especially the lengthy processes of preserving, drying, 
pickling and curing – is really an act of optimism, an assertion that there will be a 
future in which to eat. And the more time and care you put into such a process, the 
more value you get out. For example, the longer a cure or a pickle takes, the longer, 
in general, it will last. In providing food for the future, this sacrifice also makes 
it much more likely that the future it was made for will indeed occur. A practical 
optimism, you could say. A spending of time, not just because you have little else 
to spend, but because it is prudent to do so. For much of the world now, of course, the situation is reversed: we can buy almost 
anything we want at any time we please and have it delivered almost immediately. 
And we seem to be encouraged to spend less time doing things like cooking. 
Time is a commodity, and rather than sacrifice our time, we’re encouraged to 
sacrifice time itself, to take shortcuts. Time is listed in any given recipe, along 
with the rest of the ingredients and equipment: two onions, one stick of celery, 
one carrot, 15 minutes preparation and two hours cooking time, but it is almost 
always consequently manipulated. Everybody knows – once they have followed 
a few recipes – that enough time is never given to cook an onion. ‘Sauté until soft 
and golden, about two minutes,’ writes the chef (or the editor insists so the recipe can fall into the category of ‘quick and easy weeknight suppers’ or ‘fifteen-minute 
meals’ or whatever it is they are currently trying to sell). The fact that nobody ever
sautéed an onion until soft and golden in less than 10 minutes is elided, sacrificed 
to the promise that this dish, now, will not cost too much of your time. Even recipes 
which can never be made quickly – soups, stews, cures – are touted as demanding 
just a little of your time and even less of your attention, your active time. The slow 
braise allows the cook to focus not on cooking, but on other things. To me, this 
is a lost opportunity. Yes, it is nice to know that dinner is safely squared away, 
puttering merrily to itself in a low oven. It is exciting to think that a jar of cabbage 
is slowly transforming into sauerkraut at the back of a dark cupboard. But if all we 
see is the prepared ingredients and the end result, how much do we miss of the 
metamorphosis in-between? Convenience is desirable, but over the last year, time has – for most of us – come at 
less of a premium. Even before that, though, I have always found a certain satisfaction 
in giving my complete attention to whatever I am cooking. This goes without saying for 
the quick and fast – for the doneness of a steak, or pasta, for deep-frying, or grilling 
delicate fish. However, it is also rewarding for the slower processes, for observing the 
slow changing of textures as liquids bubble and reduce.  If, for example, you are making marmalade, you could work out the setting 
temperature and, once the final boil has begun, insert a probe thermometer with 
an alarm set to sound when it reaches the precise temperature: all well and good. 
If, however, there isn’t a thermometer to hand – or, as is often the case, you only 
have one that is in sore need of calibration and therefore useless – you can fall 
back on the finger test your mother may or may not have taught you. Placing a 
stack of saucers in the fridge and – when you think the marmalade is nearly ready 
– spooning a little out onto a cold saucer, you prod the result with your finger to 
see if it wrinkles. What, then, if you don’t have a stack or even a single perfectly 
chilled saucer to hand? Then you have to watch the bubbles rise. 
The point of making marmalade or jam is not simply that you are cooking a liquid 
until it reaches approximately 105˚C, but rather that you are cooking a liquid until 
it becomes capable (as water is not) of reaching that temperature – which means it 
has to become thicker, stronger. The bubbles it creates, at first double the liquid in 
volume (bringing the inevitable worry that your pan is too small) before settling and 
lowering into a dense boil that threatens to catch on the bottom. Once you’ve seen 
it, that transformation is unmistakable, and if you had just stuck a thermometer 
in the pan and got on with something else, you would never have noticed. This 
(admittedly useful and in a working kitchen, essential) piece of technology would 
have removed you from the process, from the facts of cooking. This is true of any kind of technology – it is, by and large, its purpose. I am not necessarily suggesting 
that you replace your oven with a wood-fired stove and monitor the temperature 
with a questing hand (if you can’t hold it in there, it’s hot enough) – although that 
would, I think, be fun. Certainly, anything which makes our lives easier is not to be 
dismissed out of hand, but isn’t it always worth wondering what, at any moment, 
you can afford to lose? 
The point with cooking is that the time put in is not simply lost but rather spent 
or, invested – although sometimes you might not think it – wisely. A six-hour 
braise consumed in less than 30 minutes can seem hardly worth the effort, but 
only if you see the eating of food as the sole reason to cook it. When I think of 
meals I have cooked for other people, for birthdays or holidays or simply for 
the pleasure of company, it is rarely the eating of them – the few minutes of 
attacking a chicken or slurping up pasta or licking grease off fingers – which 
comes immediately to mind but rather their slow build-up. It’s the digging of the 
pit to build the fire that has to die before I bury the lamb, wrapped carefully in 
foil and sackcloth; the careful attendance to a boiling pan of stock, its bubbles 
changing in size and consistency as it gradually reduces into gravy; the oil 
slowly spitting out of a pot of ragù, its surface barely moving as it stews. These 
are the things I remember fondly, the nurturing process of bringing a meal 
together. And these moments aren’t solitary meditations – with any meal there 
is more to be done than just cooking something. There are salads to be made 
and dressings to be whipped, pasta to be rolled, tables to be set, cocktails to be 
mixed, and wine to be poured. The making of a meal is only a chore if you begin 
to do it wishing it were already over. If instead you begin to do it because you 
want to do it, with the end result of ‘something to eat’ as almost a by-product 
of a rewarding activity, then the pleasure you find in it changes. 
Although for most of us, it’s no longer – as it was for the Sicilians celebrating 
San Giuseppe – a matter of life or death. This choice to involve yourself 
purposefully in the everyday act of cooking, and otherwise preparing food, still 
has an air of sacrifice, of time exchanged in the promise of something greater. 
It is, I suppose, literally a sacrifice, as the time you allot to cooking is time 
you could have made available for emails, or exercise, or simply to idly scroll 
through Netflix adding films you will probably never watch to your list. But, as 
is the way of all such propitiatory acts, it is a sacrifice which contains the seeds 
of its desired outcome. What you put in determines what you get out, in the 
straightforward terms of a meal you can eat – but it is also its own reward. You 
know, as you reverently chop, or soak, or simmer, that you are investing your 
time to create something better than good. That whatever you are making will 
have a special richness to it. The richness of chickpeas, or water or gold.  This article was originally published in FONDATA, Issue One

Margate-based chef and food writer, Thom Eagle, contemplates the value of spending more, not less, time in the kitchen.

Illustration by Stewart Walton.

Margate-based chef and food writer, Thom Eagle, contemplates the value of spending more, not less, time in the kitchen

FONDATA: Time for Food

Time for Food

It is little wonder there has been a veritable tequila gold rush, after celebrity-backed brands have sold in excess of $1bn, and the category continued to report double-digit growth during a global pandemic. This growth wasn’t just at the entry level – as some might expect – as online sales of reposado, añejo and extra añejo soared in tequila’s biggest market, the US. The thirst for premium-and-above tequila falls to 163 certified tequila-producing companies and 8,000 agave producers, which is not as easily sated as some might think when your agricultural product takes years to mature in the ground and in barrel. While category growth is undeniably cause for celebration, artisanal producers like Clase Azul are struggling to meet demand. Production is so time and labour-intensive that, with increasing popularity, Clase Azul is considering an allocation model in the UK, as already employed in other markets. The brand’s distinctive hand-painted decanters take two weeks to produce, made by local artisans from the Mazahuas, in the town of Santa María Canchesdá. Before bottling, the organic, non-genetically modified Blue Weber agave takes nine years before it can be harvested, 72 hours to cook, and the Reposado and Añejo are both aged in ex-Bourbon casks for eight months and 25 months, respectively. Clase Azul Ultra – their top tequila – is aged between five and seven years in ex-Sherry casks, making it a popular choice for whisky lovers. Founder Arturo Lomeli is adamant he doesn’t want to streamline any of this process and compromise on quality. “In terms of the quality," Chantal Serrano (Prestige Account Manager for Spirit Cartel, the company's UK distributor) explains, "if you really want to have real agave quality with all the certifications – organic, non-genetically modified – there’s going to be a point when you are limited.” Clase Azul already has a Mezcal offering that is made from wild, 12-to -15-year-old Cenizo agave which can only be harvested once a year. The Cenizo is slowly roasted using firewood and volcanic rock, then milled by hand using an axe. Next it is fermented using stone piles with red oak and double-distilled using an alembic copper still known as El Viejo.   Premium-and-above tequila has been reporting double-digit growth for the past five years, but some still do not afford it the respect it’s due, according to Serrano. “I think if you told some of the biggest producers of Cognac that you were going to shot it, then I think they will be scandalised. Tequila might not have been aged in a barrel for as long as some whiskies, but the plant had to mature at least on average for five to seven years and, for some producers, like Clase Azul, it is nine years, so appreciate that.”  It is increasingly difficult for producers to have this conversation with consumers when some companies are being forced to cut corners to meet the seemingly unquenchable thirst for all things agave. The use of diffusers to process, in many cases raw, agave piñas so the sugars can be fermented and distilled more quickly has become a popular way of circumventing the challenges. While diffusers are undeniably effective in extracting the potential fermentable sugars – 99% to the traditional brick oven and tahona method’s 70% – the change in flavour profile is not always a favourable one.   “The only objective is to extract as much sugar as they can from the agave,” Serrano laments. “And I can sort of understand why they do it because there is such a huge demand… but you then sacrifice quality.   “Unmatured agave or very young agave is being used in the production of these diffusers. Even some chemicals will be used sometimes. Because of the whole process, certain bitter flavours will be there that ideally need to be removed so you potentially even add some flavours to make it feel like it was a real product.”  For Serrano, the two products are like day and night. “You cannot compare [diffuser products] to a product that has been aged for many years. The producer took the financial risk of having that capital sitting there and waiting for it. It takes a lot of time to create a good product, but that is also the beauty about it.”   The involvement of celebrities in the industry has done wonders, shining a light on the category – but it can also confuse consumers, according to Serrano. “Because Clase Azul is a luxury product, a lot of people think we are just focused on the marketing and the image,” she says. But the company is focused on much more than branding, with a clear commitment to its community.  Clase Azul was set up by Guadalajara-native Arturo Lomeli after he identified a gap in the market for a higher-end tequila to be sipped and savoured, much like a whisky or Cognac. Lomeli favoured the fruitier, sweeter and floral notes a Highland tequila imparts versus the typically peppery, spicy and vegetal notes from the valley (Lowlands). As such, he set up shop in Jésus María, a small town near Arandas – one of the highest points in the Jalisco highlands.  Clase Azul is in esteemed company with a Positive Luxury Butterfly Mark for its sustainable efforts. Glenmorangie, Macallan, Château d'Yquem and other luxury drinks brands boast the same. In addition to reducing its plastic and water use, the decanter can be upcycled, and Clase Azul tries to work with fair labour providers and sub-contractors. “Clase Azul try and implement all these measures with the same aim of giving something back and being a bit more responsible as a brand,” Serrano adds.   Sustainability has become increasingly important as drinkers increasingly consider a brand’s environmental impact as part of their buying decision. While this is something that is encouraged by many producers, it can lead to some slightly less robust claims in the industry, according to Serrano.   “It can be frustrating because some brands might say, ‘Oh we do give back to our community or a charity, or we do one specific action and they think look at us we do a lot of sustainability,’” Serrano says. “Whereas, for me, Clase Azul really embodies these values. Arturo Lomeli, from the start, wanted to give something and be sustainable. It was not just a trend and he thought ‘let me do it’. He’s been doing it almost from the beginning with the brand.”  The demand for aged, sustainable tequila is clear and Clase Azul is well positioned to go toe-to-toe with anybody in a battle of style versus substance.   Discover more about Clase Azul or read more Editorial 

In a world filled with big brands, Clase Azul is a tequila producer looking to do things differently. Holly Motion finds out why the artisan brand is determined for tradition to trump trends

Exploring how the highly collectable artisan tequila Clase Azul is doing things differently by honouring tradition rather than following trends.

Exploring artisan tequila producer Clase Azul  

Authentic agave: Clase Azul

Adrianna Catena (Catena and El Enemigo) – 1999 La Tache, Domaine de la Romanée-Conti “Christmas in Argentina is a summer affair – the days are long, and the heat is intense. This year we will gather with family and friends at our home in Mendoza, spending the day together – lunch and a siesta – before dinner on the 24th. I live far from my parents and these are special moments, so we pick our wines for the memories too! They'll include an Adrianna Vineyard White Bones Chardonnay (my mother's favourite), and some Nicolás Catena Zapata (1999 or 2004, perhaps). My father also has a Burgundy collection and always makes a trip to the cellar at some point in the evening, reappearing with a cheeky smile and something extraordinary – like a 1999 La Tâche. For the end – what we call the sobremesa, that long and magical moment after the meal when we are all still gathered at the table, sharing old stories and laughter – a 2008 Vin de Constance.”  Isabel Ferrando (Domaine Saint-Préfert) – 1990 Châteauneuf-du-Pape Cuvée Spéciale, Domaine Henri Bonneau “What I love! First Champagne – maybe a great bottle of aged Champagne, either Selosse or Agrapart (the opposite of Selosse). Ideally around 20 years old – for aperitif. After that a white Burgundy – maybe a great Meursault or Puligny-Montrachet. I love Henri Boillot’s Clos de la Mouchère, that would be a great choice. For the red, it is going to be the 1990 Châteauneuf-du-Pape Cuvée Spéciale by Henri Bonneau because I love this man. I remember him with a lot of tenderness and it will be a lovely bottle to share with the family. And to finish a 1995 or 1997 Sardat Mallet, which is a lovely sweet wine from the Languedoc-Roussillon... Then for New Year I think probably L’Ermita from Alvaro Palacios. I don’t know which vintage I have in my cellar and an old bottle of Ch. Latour for sure. For a white wine, it will be a German Riesling from Markus Molitor. The spirit of opening wines, opening to a new world. I love that! And it is me who is doing the cooking – capon, fish and truffles.”  Matthieu Mangenot (Domaine Long-Depaquit) – 1995 Ch. Lafite Rothschild “Christmas usually offers the occasion to open a wide variety of wines, especially when the family come from various parts of the planet (Washington DC, São Paulo, various parts of France…), bringing back a few fun things. But when it comes to eating and celebrating, serious things are beginning and I can’t skip Burgundy, at least for a part of the banquet! 2016 Chablis Grand Cru La Moutonne, Domaine Long-Depaquit in magnum would be a perfect candidate to pair with our Christmas dinner, especially the seafood part. I love the pure and saline expression of the Chardonnay in Chablis and the fleshy-zesty character that La Moutonne shows with ageing, a combination of structure, refinement and elegance. This 2016 vintage also has a personal meaning for me for two reasons: first because the climatic conditions in spring 2016 were dramatic with a major frost that really made this vintage difficult to make, as well as a rare and unique product. But also because my son Léon was born just before harvest, so this vintage is his! While re-exploring my personal cellar, I came across a bottle of 1995 Ch. Lafite Rothschild, remaining from a series of six I was offered while a trainee at the estate in 1999. I think it is high time to celebrate more than 20 years of activity as a winemaker and we will take this opportunity to pay tribute to this monument from Pauillac! Other wines I will be opening include 2015 Domaine de la Chevalerie, Cuvée Bretêche Rouge, 2019 Crozes-Hermitage Cap Nord, Domaine Combier and 2018 Meursault, Chevalières, Domaine Henri Germain. I like this domaine for it’s personal vision of Meursault, insensitive to more trendy styles.” Luca Martini di Cigala (San Giusto a Rentennano) – 2009 L’Apparita, Castello di Ama “Marco Pallanti and his son Arturo from Castello di Ama visited us in late October, then we visited them a few days ago. I swapped some older bottles of San Giusto with a 2007 Chianti Classico Vigneto Bellavista and a 2009 L’Apparita especially for this year’s Christmas table. The 2007 vintage produced very powerful wines and despite expectations has got good ageing potential but is already drinking well. The 2009 is a medium-power vintage, easy to drink in a relative short time but now in perfect condition. We are looking forward to drinking both this Christmas.”  Desiree Reid (Cardrona) – N.V. Cardrona Otago Pinot Cask, Single Malt Whisky “The day will start with a glass of Bollinger, while the children open their stockings, and the Christmas ham bakes in the oven. Later that evening I’ll finish with a dram or two of the Cardrona seventh birthday release – Otago Pinot Cask. The perfect way to finish a Southern Hemisphere Christmas.” Alvina Pernot and Philippe Abadie (Domaine Alvina Pernot) – 2014 Champagne Cédric Bouchard, Roses de Jeanne, La Haute Lemblé Blanc de Blancs “We love Cédric Bouchard’s Champagnes because he works his Champagne cuvées in the same way as what is done in Burgundy. Each bottling is one terroir and one vintage. For the reds we will be opening 2012 Petite Siberié from Domaine du Clos des Fées – a great producer from the Languedoc-Rouissilon as well as a 2010 Vega Sicilia Unico and a 2005 Ch. Haut-Brion.” Marco Ferraresso (Guado al Tasso) – 2013 Guado al Tasso Matarocchio “I have always spent the Christmas holidays at home with my family. It may seem trivial but it is an opportunity to open something of my own with them, as the rare times I haven't done so they almost got offended! This year will be an opportunity to let them taste the 2019 Guado al Tasso which represents a lucky and sought-after vintage for me. Lucky because mother nature has been merciful, sought-after because it goes in the stylistic direction that we like for this wine. Another wine that I would like to open for them is 2013 Matarocchio. With this vintage the Cabernet Franc has kept a strong varietal identity with a beautiful balance between acidity and tannic structure, a wine that should be in its full maturity and with which I hope to give a moment of happiness to my loved ones."  Christian Leusder (East Asia Whisky Company) – Ch. Rauzan-Ségla “It's really the simple stable stuff that takes centre stage during Christmas drinks. To start the evening a nice crisp Yebisu, Asahi SuperDry or a Suntory Premium Malt. The main course usually goes well with sake or red wine, depending on the cuisine of course. My favourite reds this year are Ch. Rauzan-Ségla's Margaux or Ch. Pape Clément from Pessac. When it comes to after-dinner drinks: the one and only Christmas spirit is Irish. Nothing beats a Baileys to remember what Christmas tasted like when you were allowed a sip of what the grown-ups were having once a year.”  Read more Editorial

Christmas and the New Year offer the perfect opportunity to open special bottles with family and friends – but what do the people behind the world’s finest wines and spirits drink? We caught up with some of our favourite winemakers and distillers and asked them what they will be uncorking – and why

We find out the special bottles some of our favourite winemakers and distillers are uncorking this Christmas

What producers are drinking this Christmas

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

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