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The Rise of Fords Gin in the Bartender Community
Fords Gin has carved out a niche for itself in the competitive world of distilled spirits. Founded by Simon Ford, this gin brand was designed specifically for bartenders, grabbing the attention of cocktail enthusiasts everywhere. The craft cocktail movement, which gained incredible momentum post-Prohibition, served as a backdrop for Ford's journey. From his humble beginnings to co-founding The 86 Company in 2012, he’s always prioritized collaboration with bartenders, ensuring their voices are heard in every aspect of the brand.
Simon Ford: A Bartender’s Advocate
Simon Ford’s multifaceted experience in the spirits industry provided him with a unique set of insights. Working as a bartender and marketing executive, he understood the dynamics of bars and the role of spirits within them. It’s no surprise that Ford’s foray into gin stemmed from his appreciation for the craft that goes into bartending. He didn’t just want to create gin; he sought to create a beverage that worked harmoniously with cocktails crafted by skilled bartenders, setting Fords Gin apart in a crowded market.
A Bartender’s Gin in a Tempestuous Market
As one of the few premium gin brands thriving within the U.S. market, Fords Gin stands out with an impressive 85% of sales coming directly from bars and restaurants. According to the Distilled Spirits Council, demand for gin has been steadily increasing, but the competition has become fierce. However, Fords' authenticity—maintaining its London roots while emphasizing local bartenders' input—has allowed it to ascend to the ranks of the top 10 imported premium gins in the country.
Craft Cocktail Movement: A Game-Changer for Spirits
The craft cocktail scene has revolutionized how spirits like gin are consumed and perceived. Simon Ford noted his early encounters with innovative ingredients and blending techniques spurred a change in the public's taste. No longer viewed solely as an old-fashioned spirit, gin has become a canvas for gastronomic creativity, leading to an explosion of boutique distilleries and artisanal spirits featuring bold botanicals. Fords Gin has not only embraced this evolution but has contributed to its development with initiatives like the Negroni Sessions, fostering community among bartenders and cocktail fans alike.
The Challenge of Brand Ambassadorship
Ford's role transcends mere ownership; he embodies the brand's spirit and philosophy. His engagement with bartenders doesn't end with product delivery; it extends to hosting events and tastings, enhancing loyalty amongst the bartending community. This strategy reflects a broader trend within the spirits industry—a shift towards experiential marketing that emphasizes engagement over advertising. As bars face challenges from rising costs and shifting consumer patterns, relationships built on trust and authenticity become ever-important.
Ford’s Vision for the Future
As he continues to innovate with Fords Gin, Simon Ford's insights into the market suggest valuable lessons for emerging distillers and established brands alike. He believes collaboration will be vital for growth and adapting to changing tastes. With foresight and an established network, Ford plans on expanding Fords Gin's reach while remaining steadfast to its roots. Ultimately, Fords Gin is not just a spirit; it is a testament to his journey and a vibrant part of the cocktail culture that holds a special place in countless bars across America.
In conclusion, the story of Fords Gin is one of collaboration, authenticity, and innovation that reflects the energy of the craft cocktail movement. As it stands tall among premium gins, its emphasis on bartenders and their craft has laid a foundation for where spirits, particularly gin, are headed.
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