In the conversation about terroir in spirits, rum arguably has a stronger position than most. There are numerous cane-to-bottle rums and many more with a credible claim to the dictionary definition of the term typically associated with wine. However, as is often true in the rum world, this isn’t an open and shut case. “Wherever unique spirits are found I think there is an opportunity to discuss the influence of terroir on the liquid,” Mitch Wilson, Black Tot Global Brand Ambassador, says. “How people interpret terroir in wine versus spirits is often different – wine terroir focuses on transmission of flavour from the land and the region into the final product. Spirits can be a much broader interpretation of terroir – here we often look at local ‘method’ and ’savoir-faire’ or know-how – how the local traditions together with production choices of the distiller and blender help to create a sense of identity in the final spirit.” Foursquare Master Distiller Richard Seale picks up the point: “Terroir is an interesting question in rum and you will get a different answer in different rum producing countries.” At the Barbados distillery, Seale ferments with added cultured yeasts in one section and pure cane juice natural fermentations in another. When it comes to the latter, Seale says “terroir in the traditional sense of the word is everything”. “The rum depends on the year of harvest, the time of harvest and the field from where it is harvested. It is 100% natural input. [There’s] not even a cultured yeast to give us some consistency or predictability,” he adds. Daniele Bondi, Export Manager at Hampden Estate's global distributor La Maison & Velier, is a staunch believer that terroir exists in rum and is perplexed by any arguments to the contrary. “I never understand when people think that spirits don’t preserve the characteristics of the fermented wash,” Bondi says. “Obviously, the terroir is respected and expressed only if the whole process of production is carefully preserved.” Wilson says sugarcane juice-based rums are undoubtedly the best examples of terroir in its “classical interpretation”. “Their flavour is almost entirely dependent on the local raw material used, and helps illustrate the vast array of differences between different genus of sugarcanes,” he explains. “Sugarcane juice is not easily transportable – when cane is crushed, the natural yeast on the outside of the cane is immediately brought into contact with the fermentable sugars in the juice, meaning fermentation happens spontaneously within a short period of time. This tends to encourage much more local distillation, often on the same estate where the cane is produced, allowing us to more easily focus on environmental terroir in these specific regions.” He says the fact rhum agricole, as well as their sugarcane-spirit cousins clairin and cachaça, are often found unaged means they are excellent examples of terroir. The purity of the raw material is preserved all the way through to distillation and ultimately glass. The climate of ageing has an enormous impact on terroir, according to Seale. He points to the fact a rum will age very differently in Martinique, which is approximately 140 miles away from his distillery in Barbados. Bondi says this crucial stage can negate terroir entirely. “If a product is aged far from the rest of the production, terroir doesn’t exist anymore.” This is something Dictador has played with in its 2 Masters series. Creative Director Ken Grier says rum, arguably, has a more diverse terroir influence than any other spirit category and this is about the influence of culture rather than soil. “Simplistically, the role of the original colonists has the biggest influence on rum production,” he explains. “The rhum agricole style found in ex-French colonies is derived from the juice of the sugarcane. In former British colonies like Jamaica the predominant style has been pot still, drawn from molasses. Ex-Spanish colonies have been more about column stills and finally Cuba is a tapestry of styles. Of any spirit, rum really reflects the history of the place where it is produced.” Sugarcane honey is used as the spirit base for Dictador. A blend of column and pot still rums are matured in oak casks on the coast by the Caribbean Sea. Grier says these factors all contribute to a particularly elegant, well-aged and complex rum. For the 2 Masters series, Dictador laid down between 10 and 20 casks with prestigious partners from the spirits and wine world. The rum was transported for maturation in the partners’ warehouses to benefit from their terroir, according to Grier. From there, the partners have the creative freedom to choose, in conversation with Dictador Master Blender Hernan Parra, which age and style of rum to use and what to do with it. These partners have included the likes of Glenfarclas, Royal Tokaji and Niepoort. The Royal Tokaji project, for example, took a 1977 rum and matured it in 12-year-old 300-litre Zemplen barrels for seven months in Hungary. These barrels had previously been used to age the producer’s 2016 Tokaji Aszu 6 Puttonyos.
 While there is a general consensus about ageing and sugarcane-juice rums, there is less accord when it comes to the role of molasses in the terroir conversation. “Molasses tends to be a fairly homogenous product,” Seale explains. “When discussing the contrasting styles of molasses rum from Barbados and Jamaica, the terroir element is more about the process and the know-how and less about the agricultural input. Much like a lot of Scotch whisky in that sense,” he explains. The decline of sugar production in many regions has understandably presented a problem when it comes to supply and demand. For this reason, many distilleries have resorted to importing their molasses. The same is true of grain in Scotch whisky production, which is often where the wheels come off in the debate around terroir in whisky. “It might be tempting to consider molasses-based rums as lacking a sense terroir (certainly in the wine sense), but this would be unfair,” Wilson says. “I’d be tempted to bet that given the opportunity to taste a line-up of single origin molasses from around the world that there would be enough variety to contribute to the idea of local terroir.” Ultimately, he says, it’s down to the producer at each stage of the production process to decide to what extent to allow the terroir to influence the final liquid. And, lest we forget: their savoir-faire. Explore all rum or read more Editorial 

The concept of terroir in spirits is a comparatively new one. And, in the case of rum, takes on a very different meaning to wine. Holly Motion explores

Exploring the comparatively new concept of terroir in spirits via the lens of rum – and how it takes on a very different meaning to wine. 

Exploring what terroir means in the rum world

Rum: the raw deal

“I can die happy now,” Jon Bonné chuckles to me. The writer spent almost a decade as the wine guy at The San Francisco Chronicle, and is now Managing Editor at Resy, having spent time at Punch, writing for Noble Rot, Decanter and many more in between. His latest book, The New French Wine, was released earlier this year and The New York Times wine critic Eric Asimov dedicated an entire column to singing its praises – something he almost never does.  The hefty, two-part tome has been a long time in the making – almost a decade, in fact. The idea was a frivolous suggestion, casually agreed to over one too many drinks (“unsulphured Gamay in Oakland – as one does”) with his editor in 2014, soon after the publication of his seminal The New California Wine. But what was conceived as part of his quest for “the next thing”, to build on the momentum of his first book, rapidly spiralled.  “It's very hard to see a bigger picture of French wine because it is so overwhelming,” Bonné tells me over Zoom. Initially he’d envisaged a few trips, a project that would take a couple of years – but it “kept growing and growing and growing”.  “There was this much bigger story that I was sort of stumbling into,” the writer says. He gradually realised that there was an “enormous meta transformation” taking place across France – and this is what the book wrestles with. As he writes in the book’s introduction, “I imagined the new French wine would be about the undiscovered country – the cracks between known places.” But as he soon discovered, the new French wine was everywhere – and it took him nine years to piece it all together.   The work is split into two separate books – The Narrative and The Producers, the former the story behind the reference guide that forms the latter. The Narrative is a deep dive into the face of France and its winegrowing today, broken down by region, with break-out essays on topics such as natural wine, farming and the appellation system. It’s a rich tapestry of stories, interjected with the frank and striking photography of Susannah Ireland and occasional illustrated map by Francesco Bongiorni, reminiscent of Art Deco postcards.  For Bonné, the “new France” is about postmodernism, about “wilful rejections of the b******t of the past”. It’s about a (re)focus on site, about producers seizing their destiny and hunting for a more sustainable approach – in the vineyard, winery and beyond – although it’s far from that simple. “To understand French wine and to love it, you simply have to embrace its messy, self-contradictory, and, yes, complicated postmodern reality,” he writes. He points to Muscadet and Beaujolais as two of the most exciting and representative regions of this movement – both having entirely reinvented themselves within a generation. Producers here, he tells me, are “doing the work and focusing on terroir and technique and farming”, while Champagne “has completely transformed its vision of what its wine should be”.  Change is most importantly, however, “an inclusive force” – and looking at who did (and didn’t) make it into The Producers, Bonné’s definitive gazetteer of the nation’s movers and shakers, shines a light on this. It’s not a list of the vignerons he loves, it’s a pain-staking selection of those he deems significant and meaningful in the context of the movement – encompassing both more traditional names and those on the fringes. Take the Bordeaux chapter; you’ll find Pétrus, Lafleur and Pontet-Canet, as well as many less conventional, smaller and often natural-leaning properties such as Clos 19 Bis or Ch. Julia – with “Benchmarks” and the more up-and-coming “Names to Know” highlighted.  It’s fascinating – and fun – to see these two, seemingly opposing strands of France’s wine scene woven together. When I queried the inclusion of these elder statesmen of French wine, he highlighted how, for him, Pontet-Canet perfectly exemplifies the change in France today, with the forward-thinking Tesseron family handing the keys to previous cellar master Jean-Michel Comme to do “radical, radical s**t”.  Bonné deliberately chooses to champion those who have revved the engine of broader revolution – and those who reflect that revolution’s values. When it comes to Domaine de la Romanée-Conti, for example, he describes how they “upheld the moral pillars of Burgundy and winemaking” and “use their power for good”; whereas one top Pauillac estate he vehemently tells me is “perpetuating the worst practices of the Bordeaux trade”. For him, “wine is a consumable” and, as 21st-century consumers, “people have a right to explore the values of producers”.   While Bonné certainly likes natural wine – and many of the movement’s figureheads feature in the book, he is far from an evangelist. When he first started thinking about the book, natural wine was different; “It hadn’t quite catalysed into this very specific cultural beast,” he says, a cultural beast born in Hackney, Bushwick or Paris’s 11th. He talks about the movement’s “sense of tragic fashion” and how, with its clique-y nature, it has “baked in its own expiration date”. There were, he tells me, producers that didn’t make the cut – those who act as a “cautionary tale” for natural wine. “There are wines that can be delicate to being transported. And then there are wines that are just f***ed up at the source,” he says frankly.   His outlook is broadly positive for France, the nation’s ongoing revolution and its vignerons, but the book also acts as a call to arms of sorts, for: “The enforcers of the old ways will be forced to adapt, or they will perish,” he writes.  It’s not a perfect book. With a work of this size (over 860 pages and 600,000 words), it is almost inevitably slightly out of date by the time it is printed – especially with the pace of change today. Lafleur’s entry, for example, talks of Acte but not Les Perrières. I’d also have loved to have captions for each of Susannah Ireland’s images, knowing where – and of whom – they were taken. But these are quibbles.   I can’t pretend to be unbiased. Bonné is one of my favourite wine writers. There’s a lightness to his phrasing, with dry humour and a palate that I tend to identify with – although I’d argue he’s become a little more funk-friendly over the years. His writing is intelligent without being arduous. Perhaps it’s because, like Andrew Jefford, he was and is a journalist first. What really fills his writing is a sense of joy, of almost gluttony – it’s still filled with the excitement that so many wine writers seem to lose, as they tire of bottle after bottle of exceptional wine. He’s still easily absorbed by the stories that make each one different. For me, he doesn’t fit neatly into the critic box, even though it’s a term he uses to describe himself repeatedly in our conversation. “The notion of a critic has devolved to a place where you are simply handing out numbers,” he explains, but to him his work is about “criticism at a deeper level”. It’s about “being able to dive into the culture and come away with the insights and interpretation, and explain why certain wines really do matter”.  And it is this that makes The New French Wine stand apart. It isn’t just a wine book; wine is the lens through which Bonné observes a broader cultural shift. Whether you agree with everything he says or not, it’s a joy to read, hold and look at. It’s a book that will prompt conversation, prompt you to uncork bottles, prompt you to consider quite how complicated – and endlessly fascinating – France’s wine scene is. And is there anything more French than that?  The New French Wine: Redefining the World’s Greatest Wine Culture (Ten Speed Press) is out now.  Read more Editorial 

Ten years after The New California Wine was published, Jon Bonné has published a new book – an epic tale of France’s revolution. Sophie Thorpe caught up with the author to talk about his ambitious project to capture The New French Wine

We sit down with Jon Bonne, the wine writer and author of The New French Wine, to find out more about his second book

Writer Jon Bonne on The New French Wine

Facing up to The New French Wine: Jon Bonné

Brunello di Montalcino is so well-established in today’s world of wine that it is hard to believe how relatively young its international reputation is. This pure expression of Sangiovese, from the vineyards around the hilltop town of Montalcino in Tuscany, was first produced in the 1860s, named by Ferruccio Biondi-Santi (of Biondi-Santi). The name Brunello di Montalcino comes from the supposedly superior clone of Sangiovese identified by Ferruccio’s father, Clemente Santi – known as Sangiovese Grosso or Brunello. Prior to 1968 (when Montalcino was first awarded DOC status), however, there were just 11 producers operating in the region, working around 60 hectares of vines. It was these pioneering wine-growers who went on to set up the Brunello Consorzio (consortium), determined to promote and protect the region’s vinous heritage. By 1980, when Montalcino was granted DOCG status, that number had grown to 53. Today there are over 250 producers, with more than 2,000 hectares under vine, and Brunello di Montalcino is one of Italy’s most famous appellations. As the vineyards have expanded, so has the range of styles, showcasing the varied terroir and distinct characteristics of single vineyards or Crus. Made exclusively with Sangiovese, Brunello di Montalcino is released a minimum five years after the vintage, spending at least two of those in oak. Riserva wines are aged an additional year prior to release. Producers generally also make a Rosso di Montalcino, with an additional 500 hectares classified for Rosso di Montalcino production. These wines can be released after just one year, with any vessel permitted – producing a softer, earlier-drinking style of Sangiovese. The famous Brunello clone long thought to define the wines is a myth, and various clones are planted in the region today. Subzones or crus? Despite the climatic differences in Montalcino, the concept of subzones within the region is still in its infancy and not without controversy. Some producers are reluctant to endorse a terroir-specific identity to Montalcino because many have vineyards throughout the region. They use this to their advantage, identifying how certain sites perform better than others in different vintages, allowing them to play around with their blends when designating what becomes their Brunello and what is relegated to their earlier-released Rosso di Montalcino. Another reason for their reluctance is that there is plenty of variation even within these subzones – with microclimates varying dramatically, most notably in altitude. It is the altitude of the site that, for many Brunello producers, is the central factor in determining the style and in many cases the quality of the wine. If this is the case, high-altitude vineyards could have more in common with each other than neighbouring vineyards lower down the slope that sit within the same subzone. For this reason, single vineyards or Crus could be a more accurate way to divide and break down Montalcino’s terroir. Subzones may not tell the whole story, but it is easy to understand why producers with vineyards located in a specific subzone with a distinct identity are keen to highlight this area – a village, so to speak, rather than single vineyard or Cru. The north-south divide The Montalcino vineyards are positioned in a circle around the eponymous hilltop town. At the simplest level, the sub-zones to the north of the town are cooler than those to the south. Producers in the northern regions of Montosoli and Canalicchio tend to pick their grapes later than those in the south. In the 2016 vintage, for instance, lower sites in the south were picked three to four weeks earlier than those in the north. However, altitude and prevailing winds also play an important role in the microclimate of a site. The vineyards in the hottest region of Montalcino in Castelnuovo dell’Abate are also some of the closest vineyards to Mount Amiata, which – at 1,740 metres’ altitude – is large enough to create its own weather patterns. This is hugely beneficial, creating a larger diurnal shift in temperature. While each of the sub-zones (particularly Montosoli) has a distinct flavour profile, the important factors of altitude, picking dates and winemaking techniques all play a role in influencing the region’s rich and varied tapestry of wine styles. The North Montosoli Directly to the north of Montalcino sits the Montosoli hill, perhaps the most distinct terroir in the region and certainly the sub-region that most strongly champions the sub-zoning of the appellation. Montosoli is distinct not just because of the cooler climate but also because of its soil, a distinct calcareous galestro. Wines from Montosoli have a finesse to the tannins as well as heightened aromatic capacity. The galestro rock brings a sapidity and mineral salinity to the wines. Despite the notable elegance, the wines also match the power and intensity of some of the other great sites within Montalcino. Altesino was the first producer in the region to produce a separate exclusive Montosoli cuvée in 1978. Baricci (one of the founding fathers of Brunello), however, has only ever had vineyards in Montosoli and has long been aware of the qualities of the subregion, claiming that it has been legendary for wine production for hundreds of years. Key producers: Altesino, Baricci, Caparzo, Livio Sassetti, Canalicchio di Sopra, Valdicava Other wineries based in the north of Montalcino, outside Montosoli, make some of the region’s best single-vineyard Crus, including Il Marroneto’s Madonna delle Grazie and Castiglion del Bosco’s Campo del Drago. Torrenieri To the far northeast lies Torrenieri; here the compact clay soils create more tannic, burly examples of Montalcino. Key producers: Sasso di Sole, Citille di Sopra Central + The South Tavernelle Tavernelle is home to some of the most famous producers in Italy. Soldera’s Case Basse vineyard is situated here, alongside neighbouring Pieve Santa Restituta, the Brunello estate owned by the Gaja family. For Gaja, Tavernelle is in a particularly privileged position, facing south and southwest with an altitude ranging from 320 to 350 metres, characterised by an extremely windy, dry, and bright microclimate. The wind protects the vineyard from damp, alleviating disease pressure, while the altitude slows ripening, allowing the grapes to gain flavour complexity but retain freshness. Poggio Antico is also based in Tavernelle and has some of the highest vineyards in the whole of Montalcino, with an average elevation of 480 metres. At this height, the soils are rockier and more calcareous, providing good drainage for the vines while the vineyards are exposed to sea breezes coming from the Tyrrhenian Sea, extending the ripening period and creating more flavour complexity in the grapes. Key producers: Soldera, Pieve Santa Restituta, Poggio Antico Sant’Angelo in Colle To the southeast of Tavernelle, these south-facing vineyards feel the full effect of the localised weather patterns caused by Mount Amiata. Here lies an historic part of the Montalcino appellation with many of the original founders of the consorzio based here, including Lisini, Il Poggione, Talenti, Argiano and Col d’Orcia. This region is known for producing the most muscular and powerful styles of Brunello. Key producers: Lisini, Giodo, Talenti, Il Poggione, Argiano, Col d’Orcia
 Castelnuovo dell’Abate Castelnuovo dell’Abate – the warmest subzone in the appellation – expanded considerably in the 1980s and 1990s. Here the wines – such as those of Poggio di Sotto and Mastrojanni – are known for their balance between elegance and power. Alongside its two vineyards in Central Montalcino, Le Ragnaie also has a vineyard in the region. The slopes are south-facing, however their warmth is moderated by the cooling winds of Mount Amiata, which are particularly noticeable at night. This diurnal shift slows ripening, retains acidity and allows for more complex aromatic and flavour components to develop in the grapes. The mountain also acts as a protector, helpfully diverting storms from the region and protecting it from hail. The varied altitudes within the subzone can produce contrasting styles of Brunello: Poggio di Sotto, for instance, will harvest its vineyards on lower slopes four to five weeks before their higher vineyards. Key producers: Poggio di Sotto, Le Ripi, Mastrojanni, Le Ragnaie Central Montalcino + Le Croce The central vineyards, located directly to the southeast of the town of Montalcino, are home to some of the most traditional styles of Brunello, known for their ageing potential. Both Fuligni and Salvioni have southeast-facing vineyards that sit between 380 and 450 metres above sea-level on soils of chalk, schist and stony marl – and Salvioni in particular argues that this altitude is key to producing the best Brunello. Further south in the Croce subzone, Cerbaiona has become a cult name in Montalcino, offering a unique expression of the appellation largely due to its distinct patch of terroir. The vineyards of Cerbaiona are located on limestone shale and sandy soils, which – combined with a gentle touch in the winery – produces a particularly elegant style of Brunello. Of course, Le Croce is also home to Biondi-Santi – the estate that started it all. The original Il Greppo property is situated at 480 metres above sea-level and, despite the high altitude, the estate likes to pick early, opting for a distinctly fresher, structured Brunello that is austere in youth but built to age for decades. Key producers: Biondi-Santi, Cerbaiona, Fuligni, Salvioni Read more about Italy or explore all current Brunello di Montalcino listings

Arguably the ultimate expression of Sangiovese, the Brunello di Montalcino appellation produces some of Italy’s finest wines – but the region is hugely varied. Here, we examine its subzones – one of the keys to deciphering the wines – and highlight the top producers in each

Exploring Brunello di Montalcino – these special Sangiovese wines and the appellation’s varied terroir, and the varied styles it produces

Your guide to Brunello di Montalcino wines

Your guide to Brunello di Montalcino

William Lowe has achieved a great many things in his life. At the time of writing, he’s the only Master Distiller to also hold a Master of Wine title. At the age of 41, he already has countless letters after his name from various academic qualifications in psychology and philosophy, and is months away from embarking on a PhD in Chemical Engineering and Biotechnology. “I’m a serial studier,” he says with a boyish smirk and an infectious giggle. “I can’t help it. I think I’ve had 17 consecutive years of exams in one shape or another.” Somewhat surprisingly, given the laboratory behind him as we speak and the very scientific qualifications he has to his name, Lowe doesn’t come from a science background. He joined the wine and spirits world one day after he turned 18, working as a bartender. He says his “very academic” family thought his choice to bartend was a phase. But, at 18, Lowe took his grandfather’s words “if a job’s worth doing, it’s worth doing well” to heart – something he still believes to this day. “I took that not just to mean if you’re going to do something, do it as best you can. But genuinely it’s a question of self value. Why waste your time doing something to a mediocre standard? There’s just no point. We’ve got a limited time on this planet, haven’t we? So I thought, if I’m going to be a bartender, I want to be really good at it.” After bartending internationally and mixing drinks for the Queen and celebrities, Lowe ran bars and restaurants for a time, before he went into distribution and then education, training more than 10,000 people worldwide. From here, the man with the voracious appetite for learning moved into production. In 2012, he set up Cambridge Distillery – which started life in his front room. Rather than use a traditional copper pot still, Lowe fashioned a vacuum still with rudimentary apparatus to distil his fresh, seasonal botanicals according to their individual needs. “The methods that we use here were literally laughed at a decade ago,” he explains. “And then they were thought a curiosity seven or eight years ago. And then a bit weird but quite interesting five years ago. To the point now where what we do here has resulted in gold medals for quality for literally every product that we have ever commercially released, and that gets some attention.” Over the past 10 years, Lowe has produced a series of world firsts. “There was no such thing as gin in Japan before I did that,” he says with pride. In order to explain to the world why it was a Japanese gin, Lowe told everybody what it was made from and now there are lots of Japanese gins. “Every single one of them is based on a recipe I created here in Cambridge,” he bristles. Lowe says a lesser man would find that very frustrating but cites a “wonderful quote that most people only know the first half of”. “You know they say imitation is the most sincerest form of flattery?” He continues, “… that mediocrity can pay to greatness”. “It’s damning with faint praise,” he adds. “We see a lot of these products come along. I made the world’s first gin out of insects. A lot of other people have tried that too. I made the world’s first gin out of truffles. A lot of other people have tried that too. But I don’t begrudge people following because that’s great – it means we’re doing things right and that is excellent. “And actually, if the whole world takes this approach of going quality-first and really aiming to make the best gin they can make, rather than the cheapest gin they can make with the best profit margins, well then we are in a good place. But, there are things I have worked really, really quite hard on in here that are outside of a patentable space, so we’ve got some very well-guarded secrets. “For example, our Truffle Gin is not just juniper and truffle. But there is only one other person in the world, other than me, who knows the full recipe for that and he’s my Head of Production.” Lowe then adds quite seriously: “and we never travel in the same car.” During our hour-long video call, Lowe sits in front of his laboratory-cum-distillery and periodically pulls props from beneath the bench upon which he sits. He jumps up to show me the oar from the Oxford/Cambridge Boat Race – coincidentally, the day Cambridge Gin officially launched in 2012, Oxford infamously broke an oar – and he repeatedly holds up A1 photographs of the distillery in its various stages of development, and his favourite prop: a miniature copper pot still. He also, much to my delight, takes me into the laboratory – with index finger to lips like a child sneaking into a room he’s not allowed to enter. The laboratory surface is lined with five small stills that look nothing like the copper pot still miniature he regularly and animatedly holds aloft. “Instead of having one big one, I’ve got lots of little ones,” he says with that smile. “One of the first things that people laughed at when we were talking about this [distillery], is they said well that’s great but you can’t scale it so it’s pointless. My point was fundamentally that actually, I wasn’t trying to prove you could scale it. I was trying to prove I could make a better gin. Well, I’ve done that. Next problem is scaling it. And, if you can't make a bigger one, just get LOADS – it’s fine,” he grins. Lowe can have five different botanicals running five different regimes at five different temperatures and five different pressures all at the same time. The resulting liquid isn’t gin, he tells me, but “lots of little threads that I have to weave together into the tapestry that becomes gin”. His, now trademarked, nine-step approach is called a novo-dimensional distillation matrix. Lowe will talk about pressure and temperature but he, for aforementioned reasons, will not discuss the other seven. He says his commercial and production team, on occasion, accuse him of having NPD Tourette’s – NPD being New Product Development. “Because I do go quickly,” he blurts out. “By the time you’ve seen a new release from us, I’m normally three or four projects further down the line.” He says they had to strike a deal because his flights of fancy are “so brilliantly fun” and he finds them “very, very engaging” – but there are commercial realities that underpin his work. For this reason, Lowe has created a triage system for new product ideas. As a general rule, if it already exists then he’s not interested – unless he thinks the product that’s out there isn’t good enough and he can improve it, in which case he’ll “just make it better and explain how it’s better and then people get to taste it for themselves”. If it’s a truly new idea, then he will ensure the new product has a purpose and reason to be. His Truffle Gin, for example, was born out of a desire to create a digestif gin – because a waiter at a Michelin-starred restaurant once remarked that there wasn’t a gin “good enough” for the digestif trolley. After months and months of reverse engineering the taste profile for a “good enough” digestif – think chocolate, tobacco, leather, tar, smoke and forest floor – Lowe released a gin that has since gone on to win countless awards. He didn’t say, but I’d hazard it also now graces that digestif trolley. Lowe is ambitious – doggedly so. He says Cambridge Distillery set out with a singular objective to be the world’s leading luxury gin producer and that his goal has always been to be the best. He’s the world’s first gin tailor, who sits with private clients for an afternoon and creates a gin based on their specification. And every product he releases wins at least a gold medal in tasting competitions. When asked how this is possible, he responds: “I taste for a living. It’s my job. I’m the best part of a quarter of a century doing this now. And, within that quarter of a century, I have been judging both wines and spirits internationally for over a decade, I’ve been teaching the Diploma at the WSET, which is the highest qualification offered by the world’s biggest wine and spirits school. I’ve also been called out by people like the IWSC and the WSET who named me one of their future 50. British Airways named me as one of their 100 modern Britons for my services to the food and drink industry. And, last year, I became the world’s first Master Distiller to also become a Master of Wine. “And I’m not just telling you this to seek the approval that I’m yet to receive from my father – the point here is that I’ve got a good palate. I’ve been working on it for a long time. And the system I use makes that palate more accurate by a factor of 10 to the power of four. And that’s why, when I release a gin, I know it will get a gold medal. Because if it isn’t a gold medal standard then I just don’t release it.” Lowe’s next qualification is a PhD in Chemical Engineering and Biotechnology on the intrinsic liquid properties of quality in wine and spirits and how they map to the extrinsic perception of quality in a range of novice, amateur and expert tasters. This, he says, could have sat in psychology, philosophy or chemistry. He chose the latter as a “challenge” because he’s “pretty strong” on the first two. “What I’m trying to do at the moment is focus my efforts,” he says. “And focus them on the things that I think are smart goals which are objectively measurable and achievable. And stretching and challenging – because I’m not interested if it’s not a challenge. “For example, let’s face it, the work that is part of that PhD is what I would be doing anyway. The PhD gives me the structure and it imposes a timeline and it brings me that focus. So it is absolutely part of my ecosystem and it works because it works. “There were times when I was trying to balance my WSET Diploma with a part-time Masters in Forensic Psychology – that was a lot harder. Very, very different subjects and I found the switch between them very stimulating. But this is absolutely all guns trained on the same target.” Lowe says he became a distiller to solve problems others hadn’t. While he is seemingly laser-focused on gin, one can’t help but feel there are problems in other spirits categories that a man of his tireless energy is just itching to solve. When the question is put to him, he says simply: “Never say never.” Thankfully, as is often the case with the Master Distiller, he elaborates: “My wife is the voice of wisdom and reason within the business. I remember once being sat at our dining room table and I had two application forms in front of me: one was for the Master of Wine and one was for the Iron Man that I was intending to do later that year. “I was looking at these two things and thinking this is going to be tough and my wife looked at me and said: ‘Will, there’s no shame in it. You can’t be elite at everything…’ and I was just about to say ‘I bet I can…’ and she finished her sentence with the words ‘at the same time’. And that was it.” When asked how he finds the time, and quite frankly, the energy, for the many things he is currently focusing on, he says: “Time isn’t something you find. It’s something that you utilise. We’ve all got 168 hours in the week and it requires discipline and prioritisation. That’s how you make your time.” And really, really good gin. Learn more about Cambridge Distillery or read more Editorial 

There are a lot of impressive people in the drinks industry, but you’d be hard pushed to find somebody quite as accomplished and personable as Master Distiller William Lowe MW. Holly Motion asks the man with the golden touch about his incredible career to date

William Lowe MW, the world’s first gin tailor, on turning the smallest distillery in the UK (Cambridge Distillery) into the golden goose.

William Lowe MW on his gold-medal Cambridge gins

William Lowe MW: the man with the Midas touch

Tapestry Vineyards

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