We’ve had 37.5% ABV gin since the Guild carved it in stone and recently alcohol-free gin-like beverages which are fighting for acceptance. Now, another disruptor has entered the gin scene, Steve Adams and his 20% ABV beverage that is made for gin lovers who want to reduce – but not eliminate – alcohol in their drink.

When Steve started looking at low-to-no alcohol spirits and wondering where they failed, it struck Adams that alcohol adds a lot to a drink besides inebriation. When distilling gin, botanicals work better with alcohol as opposed to water – giving a better flavour – and there is the all-important mouthfeel from the gin’s alcohol. But did gin actually need to be at 37.5% ABV to accomplish this? Could a reduced-alcohol gin give people the same thing they were looking for in a full-strength gin? 

But, as Steve is finding out with his 20% ABV Luxlo, in the drinks industry it’s never easy to be a pioneer. “We are quite unique; I’m just not sure if that’s good or bad at the moment. We are carving out our own category.”

Join us in this episode to hear from Steve talk about his journey making Luxlo and then decide for yourself whether this should be called gin or Ginny.