How branding could burst the gin bubble
Monkey 47 creator Alexander Stein fears for the future of the gin market, writes Gillian Nelis
It has been one of the drinks industry’s biggest success stories of recent years, but the thriving gin market could be damaged if branding begins to win out over taste, according to one multi award-winning distiller.
Alexander Stein, who founded Monkey 47 in the Black Forest town of Baden-Württemberg in 2009, said the success of pioneering craft gin distillers has led to some later entrants focusing on marketing at the expense of quality.
