Hype Attends The Gin Festival 2016

One fine sunny Saturday evening, two members of Team Hype decided to embark on an adventure into the realm of a certain juniper-based drink. Based at Norwich venue OPEN, The Gin Festival is the largest of its kind in the UK. Being gin novices, we were looking forward to learning more about the drink, and of course sampling plenty of botanical infused delights.

And learn we did. Upon entering The Gin Festival we were struck by the huge variety of gins available to try (over 100!) and soon got stuck in with the first couple of drinks. Drinking gin, it turns out, is an art in itself. Each individual tipple is accompanied by a specific fruit or herb garnish designed to compliment and enhance the flavour, and there are a range of mixers to suit each drink.

Behind each bar were many experts, all eager to educate on the best way to try the gin- neat first, and then adding tonic to personal taste- as well as the history, heritage and inspiration behind each brand. These gin experts all had a great passion for their subject, and as gin drinking amateurs, it was really inspiring to learn from them (and it didn’t hurt that the gin was delicious too!)

Perhaps our favourite part of the festival was the Gin Masterclasses- we attended the Adnams Masterclass and had a great time learning about the manufacturing process behind their Copper House Dry Gin, sloe gin and vodka.

Being marketers and designers, (and apparently people that can’t switch their work brains off on a Saturday night) we of course couldn’t resist noticing the range of branding and wonderfully designed bottles, labels and leaflets all around the festival- all good design inspiration for Monday morning!

Whether a gin connoisseur or complete newbie, The Gin Festival Norwich was a truly fun, educational and immersive experience.

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