As January approaches, a surge of interest in mindful drinking fuels a global trend: ‘Ginuary’. Spearheaded by Mid-Day, this month-long initiative encourages exploration of the world of gin, shifting focus away from traditional resolutions like Dry January. ‘Ginuary’ is built around discovering new brands, experimenting with flavour combinations, and promoting responsible consumption. The movement leverages interactive elements, including polls and quizzes, alongside a giveaway program for participant feedback.
Several key locations across Mumbai are leading the charge. Tattva Bar & Cafe’s Pollen cocktail – featuring 45ml gin, guava juice, and a vanilla wood spray – offers a unique experience (₹799). Baglami’s Japanese-inspired drink, blending 60ml gin with yuzu and honey water (₹900), provides a contrasting flavour profile. Across the city, locations like 145 Kala Ghoda and The Bombay Canteen are also offering creative gin-based cocktails. The Good Boi at The Bombay Canteen, for example, combines gin with dry vermouth and pickle tomato (₹790). More traditional options like the Lavender & Salter Gin & Tonic – a balanced combination of blue pea gin, lavender syrup, and lime juice (₹685) – are also readily available.
What This Means for Consumers
‘Ginuary’ provides a low-pressure environment to engage with the spirit, allowing consumers to discover new preferences and appreciate gin’s versatility. This trend reflects a broader movement towards mindful consumption and the exploration of diverse flavour profiles beyond traditional resolutions.
Pros and Cons
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Pros:
Increased consumer interest in gin, promoting responsible drinking habits, opportunity for bars and distilleries to showcase innovation.
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Cons:
Potential for increased gin prices due to higher demand, reliance on organized events for momentum.
Get Involved
Whether you’re a seasoned gin drinker or simply curious, ‘Ginuary’ offers a vibrant opportunity to explore the world of gin. Visit one of the featured locations, experiment with new recipes, and contribute to the interactive campaign. The initiative underscores a growing appreciation for quality spirits and encourages a more considered approach to drinking.
