A recent Massey University study determined the most common terms New Zealanders use to describe gin.
Tasters compared gins distilled New Zealand and international gins, and described them with terms such as “citrus”, “earthy” and “juniper” all the way to word associations like “my mother”.
The study found that New Zealanders had a more impressive range of vocabulary to describe the locally distilled gins compared to international products.
Juno Gin, a Taranaki gin that was one of the New Zealand spirits used in the study, is taking the research and applying it to their marketing strategy, adopting the most user-friendly words to describe their product.
“We love the journey of experimenting with flavours and locally sourced botanicals,” said Juno co-founder Jo James, “and of course we love all the gins we have made from our signature Extra Fine gin to our seasonal gins.”
“The work of the Massey University team truly helps us to understand the subjective experiences of a wider range of consumers toward our gins. We’re excited to use this knowledge for exploration into the exciting world of capturing and pairing flavours in the still.”
