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Good things come to those who wait

We've Sold Out!

 

Science has spoken, and the results suggest, good things do come to those who wait. Check out more on the Stanford Marshmallow Experiment here.

For those of you short on time, the gist of the experiment was, that they'd offer children a small instant reward or a larger reward if they waited 15 minutes.  They were then left unattended.  Some ate the instant reward others waited for the bigger prize.  The study went on to demonstrate those who were happier waiting, tended to have better life outcomes.

So why is this appropriate today, well we are out of stock, we sold our last few bottles earlier this week and now have none left! Our last batch sold a lot quicker than expected and as a result, has shunted our production schedule causing a bit of a ‘hiccup’ on the supply side.

As you can imagine, it’s quite a frustrating position to be in and we hate to keep people waiting, but don’t worry, we have more of your favourite low calorie gin booked in for production very soon and are hoping to have a mini batch ready by the end of next week.

Now if we follow the marshmallow experiment method, there has to be a reward for delayed gratification for the experiment to work. So, in line with science, and in a rare move, we have discounted our bottles for anyone looking to pre-order some. Place your order today and you are guaranteed to not miss out on the next batch and we promise to have your order with you the second we have more stock.

Now I have no idea how, as a child, I would have reacted, but I can be quite impatient at times and so apart of me thinks I wouldn't have waited, the other part hopes a younger version of me was more patient and calm.  

The experiment we've set today is to see whether Minus 33 lovers are in fact the group with 'better life outcomes' or not.  The good news, is you get to control your own fate on this one.

P.S. It’s worth noting that there are 23 calories in a standard marshmallow. Exactly half the amount of calories in a shot of Minus 33. Coincidence? we think not. And frankly, when it comes down to the choice between 2 marshmallows or a Minus 33 G&T with a slim line tonic – we know which one we would prefer.  The latter comes with a nice wedge of orange too, which clearly counts as part of your 5 a day.

Pre-order here

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Flower Power - That Little White Sachet

What the juice is in that sachet?

Is it a bird, is it a plane, is it something you’d find in your grandma’s underwear drawer? Wait, what!?! No, no and a resounding NO to all the above.

Despite it’s rather alternative appearance, that little white sachet is actually the best way to deliver our fresh little gift to you. Yes, gift, we are nice like that. Free delivery, (check) cool packaging (check) and now a little gift?( Check)  We like going the extra mile, it's in our veins (along with that healthy dose of Minus 33 we consumed earlier).

So what is this gift and how do you use it?

Inside the sachet is a handful of dried hibiscus petals. 

Geek alert: Hibiscus (/hᵻˈbɪskəs/ or /haɪˈbɪskəs/) is a genus of flowering plants in the mallow family, Malvaceae. (Yes we stole that from Wikipedia)

Now some of you may be familiar with hibiscus in syrup, used to add some colour and sweetness to champagne/ prosecco. The idea behind our inclusion of this sachet in each pack is not too dissimilar....

Where possible, we love to jazz up our drinks with simple, natural add-ons and a 33 & T should be no different. Just add one or two petals to your low-calorie gin and tonic to bring a nice rich, wholly natural, pink colour to your marvellous creation. It works with a variety of cocktails too.

 

Does it change the flavour?

As part of a cocktail it won’t have much effect, in strong concentrations it can add a surprisingly pleasant sour flavour, but unless you let it steep in just the spirit, by itself, it shouldn’t change the taste of your drink. So use it sparingly after adding your mixer.


What more can you tell us about Hibsicus?

Not only does it add to the visual appeal of a cocktail, Hibiscus is reported to have health benefits as well. We’ll leave those claims to the doctors and researchers, after all, we are adding it to alcohol - so we can't take the medical high ground here. But everything from lowering blood pressure, to aiding weight loss and potential anti-cancer properties (https://www.ncbi.nlm.nih.gov/pubmed/15922006) have been linked with this awesome flower. 

All we know is it looks great! So next time add a sprinkle and enjoy.

Order yours here

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Creating Minus 33

28th February 2015 is a date I will remember well, it was the first day I entered ‘the lab’. Now the lab has to remain anonymous as I technically wasn’t meant to be there. A friend of a friend, who I am now very close to, would sneak me in after hours – 6pm to 6am. 12 hours to create ten different recipes. My mission was simple, create the best tasting spirit I could, and the focus was gin!

Gin is enjoying a resurgence at the moment and back then the first ripples of the gin wave were being felt. It seemed to be the right spirit to work with – a lot more versatile and exciting than vodka and was a lot quicker to make than a whisky.

My first taste of a decent gin came in 56 North, a renowned gin bar in Edinburgh. My friend, the owner, James Sutherland, made me a gin martini using the premium Beefeater 24, it comes in a beautiful bottle and has Sevillan orange as a key botanical. It tasted great (check out our cocktail post to see how to make a Minus 33 Martini) and I was hooked – so gin it was!

I knew nothing about distilling a spirit and didn’t know where to start, luckily I met my perfect (distilling) match. A wacky professor type, I was introduced by a friend to Cory, and the first thing he did was take me into his lab and proceed to feed me different botanicals. Some sweet, some bitter, others dry and some downright weird. One of the more memorable was an ingredient from China, the name ecapes me but the best way to describe it was biting into a battery – a weird electrical feel, that initially was ‘shocking’ but was mildly addictive.

I had found the man, Cory went on to surprise me with his skills further (I’ll save that for a future blog) but on the surface of it someone who was willing to try anything, who was passionate about making great tasting products and thought outside the box. A partnership was formed. We spent the following year in the lab creating around 50 recipes for each nocturnal week.

At the end of each week I’d meet with my expert panellists (a mix of different groups who all shared in their love of great tasting alcohol) and I’d ask them how we could improve the recipe – each time I’d take their feedback back to the lab and work with Cory to improve the recipe.

The groups were really interesting, different ages and sexes had such different palates and so trying to find a recipe everyone could agree on was going to be challenging. But we got there in the end. What we discovered was that citrus and floral notes were more appealing that dry, spicy notes and a fuller, more rounded spirit would trump a spirit that had one or two predominant flavours. We even sampled non gin lovers to ensure the spirit was as open to everyone as possible and once again we found it was the dry notes that turned the vodka crowd off gin.

This was all very important data so as we kept trialling new recipes we’d work to zero in on the best taste possible. At the end of the whole year we had a spirit people told us they loved. We also found a design they loved, running different looks past them each session as well. 

Now all that was left to do was scale up the size of the batch by taking it to a big still. There was however one issue, the favourite taste of spirit was 33% which left it outside the conventional rules of what can legally be defined as a gin. In the EU, core spirits such as gin, vodka, whisky, rum all need a minimum abv of 37.5% - these rules were created back when distilling methods were poorer as a way of ensuring a good quality spirit.

Technological advances have since allowed us to improve the way we distil spirits and so the argument is these rules are redundant. Interestingly enough, other continents and nations have rules that are a lot more forward thinking and allow for more innovation. Rather than follow the rules, we decided to break them in the name of taste. By shifting the goal posts we could be a lot more expressive and creative with our spirit and truly make a great tasting product that consumers loved.

What we found was that a lower abv opened up more of the flavours and performed better in taste tests. Alcohol carries spice very well and spice in turn helps exaggerate the alcohol, the outcome is an overpowering taste and heat that prevents other flavours from shining through. To overcome this unpleasant burn we were guided by our panels to remove many of the typical dry botanicals you find in gin and to also lower the abv.

33% was the most popular abv – at this level, the floral notes, lavender and elderflower shone through and the citrus notes (coriander, lemon and orange peels) also came to the fore. The result was a well rounded, great tasting product.  Why stick to the rules when it tastes so much better to break them!?

The challenge we then faced was what to call it – we in theory had created a whole new category. It’s nothing that hasn’t been done before, Captain Morgan for example is known as a ‘Spiced Rum’ but in theory, that category does not legally exist in the EU – if you look closely at the bottle it never alludes to rum at all and instead opts for the ‘jazzy’ title Premium Spirit Drink – not the most exciting. We wanted and needed a name that would explain what this new product was, but we also needed one that fitted in with the monster EU directives. So we settled on Juniper Distilled Spirit, gin lovers know Juniper is the main botanical in gin and so it allowed us to define what the product was without breaking the law!

So it was a long winded and challenging process creating Minus 33 – but hopefully you agree it was well worth it in order to create such a great tasting product.

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Big on Taste, Light on Calories

When it comes to how and why I created Minus 33, taste was the prominent thought. I wanted to create the best tasting spirit and was willing to stop at nothing to ensure we had the liquid just perfect. The taste was decided on after a year of creating countless recipes and running samples through a panel of spirit lovers.

The spirit they chose as their favourite was a 33% product – lighter than what you’d expect from a traditional spirit, but the lower alcohol level allowed the more subtle flavours (floral and citrus) to come to the fore and create a better tasting, fuller more rounded flavour.

When distilling we remove a lot more of the heads (the first section of liquid that comes off the still) than most – this removes some of the harsher alcohols and leaves a smoother spirit. In fact it is this method that lends to a smoother spirit than the lower alcohol itself.

In a lot of spirits sugar is used to help counteract the harsh burn the alcohol brings, a burn that is compounded by the presence of very dry, spicy botanicals (another traditional element we avoided on the advice of our expert panellists). Sugar on a molecular level binds with the tongue before the alcohol and therefore reduces the burn effect. On a large industrial scale, a concentrated form of sugar is used, as removing too many of the heads isn’t cost effective. Luckily for you we put taste ahead of the economics and spare no expense in creating the best tasting liquid we can.

Sugar is obviously very high in energy / calories but sweetness was a quality our gin loving crowds enjoyed in the liquid so to keep the process as natural as possible we looked to nature to find a botanical that could help us bring that sweet edge and we didn’t have to look far. Liquorice Root! – Now if you are anything like me, you hate liquorice – I for one can’t tand it, but liquorice root is completely different, much like sugar cane is it fairly hard but full of sweetness – the difference is liquorice is a natural sweetener and very low in calories as a result it was a perfect, natural way for us to add a sweet edge without having to add sugar.

The result was a great tasting spirit that was lower in energy. So why is that even significant!? Well after fat, alcohol is the second densest form of energy and as a result not very good for you. Lots of you enjoy a low calorie mixer but it is the alcohol you should really be worried about. So by reducing the alcohol content and by adding no sugar we created one of the lightest spirits on the market and the lightest spirit in the UK. At 46 calories a serve you’ll be hard pressed to find anything that tastes this good that isn’t as bad for you.

Compare it to a double measure of another spirit and you can save up to 33 calories. Not the largest victory, but still, every little helps, and it may just help you justify having that third helping at the end of a long week.

Big on Taste and Low on Calories – Minus 33, the best of both worlds.

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What is Minus 33?


So this is the question I get asked the most, what is it!?!

“It looks trendy, a bit like a vodka but ‘Juniper Distilled Spirit’ implies it’s more like a gin…”

Well the answer is fairly simple and complex at the same time. The simple, legal, answer is it’s neither. We did things differently, we broke the rules and the result was a product that didn’t lie within the mundane and conventional.

In short though, the best description of Minus 33, is that it is a lower abv gin.

I spent a year working on a gin recipe in a lab, a friend of mine would sneak me in overnight and over a 12 hour session we’d churn out around 10 recipes. At the end of each week I’d run these recipes through our tasters and get their input and feedback before going back to the lab and refining the recipe further. The goal - create the best tasting spirit. (you can find out more about that journey here)

After a year of taste testing I discovered that spirit lovers, like you, enjoyed the flavour at a lower ABV, 33% to be exact. To be a ‘gin’ or any other core spirit, the minimum ABV must be 37.5% (according to EU law). Rather than compromise a recipe people told me they loved, we decided to keep the recipe as was. As a result we couldn’t legally call it gin, but in essence it is made using the same process.

What we found during this year of research was that the alcohol brought out the spicy notes and vice versa, the vast majority of drinkers, seemed to prefer the delicate flavours; the floral and citrus notes, and toning down the abv allowed these flavours to be better expressed. Rather than a heavy, spicy, punch up front, our spirit was lighter, smoother and more delicate, leading to a better rounded taste profile where each botanical came through. We even found vodka drinkers liked Minus 33 as it wasn’t as spicy as a traditional, old fashioned product.

The challenge then was what to call it? Luckily this isn’t the first time in the modern era that a new category of spirit has been created. Captain Morgan, commonly known as a ‘spiced rum’ is actually not one. If you examine a bottle closely you’ll see it is A Premium Spirit Drink with Caribbean Rum, Spice and other Natural Flavours. Having checked the rule book, we opted for Juniper Distilled Spirit, we felt this best reflected what our product was and allowed the knowledgeable gin lovers to associate Minus 33 with a spirit they enjoy.

So there you have it, Minus 33, a Juniper Distilled Spirit, smooth, delicious and you may even be able to convince your vodka drinking friends to come join us from the dark side!

Enjoy it as you would any other gin, with tonic, as a martini, it works exceptionally well in cocktails too (see here for some inspiration). Cheers!

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