An indulgent flavoured gin with premium Plymouth quality: Plymouth Honey arrives with a buzz

With the addition of Plymouth Honey to the range, the Plymouth team stayed true to their roots as purveyors of craft, while at the same time adding a delicate new layer of indulgence to the formula. 

We spoke to Lewis Whitlock, Global Assistant Brand Manager Portfolio & Innovation Gins at The Absolut Group, to discover how Plymouth Honey was created, and what both long-standing Plymouth lovers and newcomers alike can expect from this smooth new expression of premium Plymouth flavoured gin[MOU1] .

Consistency is a big part of Plymouth’s uniqueness. How tricky was it to decide upon a new flavour, when tradition is so important to the brand?

It’s a big challenge. In a segment where a lot of new brands appear and disappear, the fact that we are true to our roots, distillery and recipe, is what makes us stand out in the gin world as purveyors of craft with a timeless taste.

We could see a clear opportunity for something new in a market where Plymouth is growing (since the Covid pandemic, Plymouth sales have increased by 11 percent in the US[1]). In this market, flavoured premium gin has grown by 17.1 percent over the last five years[2]. Distinctive, easily identifiable flavours are now a big part of the palette there.

We can see a big potential demand for innovative, richer flavours, rather than more standard lemon or orange flavours, for example. We explored some possible flavours that fulfil this feeling of indulgence while also still working with the unique world of Plymouth.

Honey stood out because of the feeling of luxury and indulgence it creates, and with a long history of being harvested for its unique properties, it also comes with heritage. Honey can vary quite a lot depending on its source however, and it was important for us to make sure the taste was consistent. Once we were able to be sure about that consistency, it felt like a clear match for Plymouth’s ethos, as well as consumer demand.

Plymouth Gin is still made in the same copper pot installed in the distillery back in the Victorian era. How does the distillation process for Plymouth Honey vary?

Plymouth Honey is a delicate expression of Plymouth Gin, with the addition of the natural honey flavour – it is faithful to our roots. We produce it in the same distillery, using the same seven botanicals of the original recipe, with the addition of the honey flavour.

Honey requires skill to work with, but with the level of care that consumers always expect from the Plymouth brand, we achieved a flavour that is consistently excellent. It pairs perfectly with the magic of Plymouth Gin, lifting the experience with golden honey and vanilla notes.

What differences will lovers of Plymouth notice when they try Plymouth Honey?

Maintaining faithfulness to the Plymouth flavour was an important part of the creation process. Plymouth has a distinct mouth feel with the finish of juniper and citrus – the core trademark of the brand. We were very careful to keep that intact, balancing sweet and citrus.

When you taste Plymouth Honey, the initial impact is a rich honey flavour, and it blends very well into a soft juniper-citrus end. Fans of the original will still experience the signature finish they expect from the gin and the same classic drinking experience, but they will also feel the added punch of honey at the start.

Do you see Plymouth Honey appealing to other consumers?

With the growth of flavoured premium gin in the US market in mind, we see this having a lot of potential there. We think Plymouth Honey could appeal to new consumers who previously haven’t been gin drinkers.

Above all, we think bartenders will really love this drink, and Plymouth has a strong reputation in that world. Bartenders are going to have some real fun, get creative and make some inspiring new drinks.

On that subject, how would you recommend Plymouth Honey is served to make the most out of its unique taste?

A classic gin and tonic is the staple for Plymouth – pairing the tonic water with the gin and a big wedge of lemon always works. Mixing honey with lemon is a flavour combination that is well-proven, and in the case of this drink particularly phenomenal. So a Plymouth Honey gin and tonic is a simple place to start!

It’s almost rude not to put it into a Bee’s Knees though – a cocktail that is a perfect way to elevate the flavour, with the perfect name too. The Plymouth Honey Bee’s Knees is next level. One of the best days in the creation process was when we tried it out a Bee’s Knees for the first time and had that eureka moment. It couldn’t be better!

How did you decide upon the striking design and colour combo for the packaging?

The original Plymouth is a very distinctive bottle shape and green hue combination that is long established and unique. We had to meet that high standard.

Getting a new bottle to stand out on a shelf is a challenge, we didn’t want it to merge into a sea of crystal-clear gin bottles. The liquid itself isn’t strongly coloured, it’s clear with a very slight hue of gold, so we wanted to create a package that, when it sits on a shelf, draws your eye immediately.

There’s no missing this jet-black bottle, it stands out and looks premium. On a shelf it will look amazing, the gold accents against the black glass suit the drink perfectly. Usually, we have copper accents on Plymouth bottles to represent the copper still, but this time we went with gold, representing the golden honey and also the upper shelf, premium nature of this drink. The bottle is my favourite part of the whole package!

Is there a particular situation you picture Plymouth Honey shining in?

This is a real indulgence. When you’re finally at the end of the week and out with friends after work, and it’s time to have a treat, Plymouth Honey is the drink to go to. And bartenders can play with it so much as the foundation of a great after-dinner drink too.

When and where will Plymouth Honey be available?

The initial launch is in the US in June, and carefully selected markets could also follow.

Do you have any final reflections on the process behind Plymouth Honey?

It has been a great project to work on, and I find it really rewarding to see Plymouth creating a different take. It’s nice to see us trying something new in a market we’re already doing very well in with the Plymouth original.

Once it’s launched I’m excited to see Plymouth Honey on a shelf or a back bar. That’s the real proud moment – seeing something you’ve worked on become reality in real life. That’s when you finally realise it exists, after all the hard work!