Sean Harrison joined Plymouth Gin in 1994 and has since risen to Master Distiller and keeper of the coveted 200-year-old recipe which has been passed down verbally to every Master Distiller since 1793. He is one of only 22 Master Gin Distillers in the world

Question #1
Adams Beverage Group (ABG): How did you become a master distiller?

Sean Harrison: I was in the right place at the right time. I was seeking a job, having left the Royal Navy, and the assistant manager's job was advertised. So I applied.

Question #2
ABG: How would you describe the main flavor characteristics of Plymouth, compared to other major gins?

Sean Harrison: Plymouth gin has a rich fresh aroma of juniper, followed by fruity and spicy notes. The taste is smooth, creamy and full-bodied with a slightly sweet finish.

Question #3
ABG: You do lots of media touring and promotional events – when you meet with the consumer media, how do you present gin as a spirit worth trying?

Sean Harrison: Mainly, I do blind tastings with them. I do a line up with several gins and run through them, and have a chat about what gin can offer the consumer.

Question #4
ABG: Gin over all in the U.S. is down, but imported gins were up a healthy 2.3 percent in 2005, with Plymouth up substantially more. How do you explain the growth of the imports and Plymouth at a time when gin seems to be struggling?

Sean Harrison: I am not entirely sure I can answer this question fully. Plymouth has grown from a very small base so one must beware percentages. We do have a very healthy growth coupled with an extremely good reputation amongst knowledgeable bartenders.

The change in market is difficult for me to answer, however, my view is that over time as the concept of premium and imported has grown, principally driven by vodka and single malts, the general view of spirits has changed and it is the local products that have suffered. This concept is now happening to gin.

Question #5
ABG: Plymouth is about 7th in terms of imported gins in the U.S., with the market monsters like Tanqueray, Bombay and Beefeater way off in the distance – how can you build the brand in light of the dominance of the big guys?

Sean Harrison: Slowly and with lots of effort! The great thing about Plymouth is that in gin terms it is as good if not better than the gins you have mentioned above. It then comes down to education and awareness, and that takes time, especially in a flat market. However, experience has shown us that once people have tried Plymouth we have a high conversion factor.

Question #6
ABG: What's the hardest part of your job?

Sean Harrison: Getting the message out by opening people's eyes to gin. Gin has been much maligned and almost forgotten thanks to the rise in vodka. Gin has a taste and should be proud of this and needs to educate the consumer about how great is actually is.

Question #7
ABG: What are your favorite Plymouth cocktails?

Sean Harrison: The Singapore Sling and the Martini.