When the average consumer imagines “gin,” they’re probably thinking of London dry gin, as this was the predominant style for most of the 20th century, as the dusty old bottles of Beefeater in your parents’ liquor cabinet would attest. Most of the old warhorse/flagship gin brands fall under this classification: Bombay, Tanqueray, Gordon’s, Boodles, Seagram’s and many more, in addition to the aforementioned Beefeater.
“London dry gin,” then, was simply the development of a drier, more bitter, less sweet alternative to more cloying early gins, which became associated with production in London. Today, the term can be applied to gins made in any location—they certainly don’t need to hail from the U.K. to be labeled “London dry.”
Given that variation, there is no particular, set profile for London dry gins, contrary to popular belief. Although all will feature prominent juniper, their supporting players can be completely different, and they can run the gamut from bone dry to slightly sweet, despite the “dry” in the name. The rise of craft distillers has only added to the shades of grey in this category, as the line of definition between “London dry” and “new western” gins has become more blurred.
Some new western gin brands do this by marketing themselves as seemingly the antithesis of the stuffy old alternative, strongly reducing juniper in favor of sweet, candy-like fruit impressions. Other popular American brands such as Aviation or St. George take a more measured approach, seeking to balance all of their botanicals at a happy medium. One thing that is particularly common in U.S.
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