 There was a time in Belfast when the front door was left unlocked. When the kitchen was the scullery. And in the scullery stood the big sink. A lot of craic was heard around the old jawbox A lot of brands invest time and money in a trendy backstory for their product. Slick marketing and shiny images spin tales of a simpler time, romantic memories enticing the customers to relate to the contents of the bottle. Jawbox Gin did things differently, no back story was invented, no imagery dreamt up. There was simply no need!
The website may be slick and appealing, but the imagery is real and the back story, while certainly harking back to a simpler time, required no imagination. While the Scullery may be a thing of the past in many houses, it remains alive in modern memory. As for the front door, many are still unlocked, in Belfast and further afield. The UK is the largest Exporter of Gin in the World, with some £373M worth of the stuff leaving every year. While Gin has been enjoying a sustained renaissance (that's a quote) in recent years, Premium Gin has seen the biggest growth. Jawbox Classic Gin sits comfortably in that category, easily holding its own with its peers, perhaps rising above due to its history alone. This isn't the latest offering of a major drinks label or distillery. It is the fruits of one Gin lovers, labour of blood, sweat and pure determination.
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