Dom Dalton (below) is the co-founder of lemon-led aperitivo Allora. This comment article was initially posted by Dalton on LinkedIn. Head here to add your comments.
There’s been some beef on LinkedIn recently, centred around Diageo’s latest ‘innovation’, Gordon’s Lemon Meringue gin. One commenter called it a terrible idea – and if I’m honest, I don’t disagree.
But it’s not just this one innovation – it’s unfortunately symptomatic of the industry in recent years; the spirits industry has been stuck in a loop.
Over the last five years, we’ve seen:
- Wave after wave of celebrity-backed tequilas, gins, rums, whiskeys – spirits that have been around for centuries, forced on the public’s consciousness by anyone with a public profile
- Flavoured gins or vodkas- so many iterations that it’s no wonder we’re now down to lemon meringue
- Endless copy-and-paste RTDs; some brands are way better than others, but ultimately, all are existing cocktails that have just been re-formatted to create newness and meet consumers’ needs when it comes to on-the-go consumption.
But let’s be honest – those aren’t breakthroughs. They’re safe bets dressed up as ‘innovation’.
Real innovation is rare. It means creating something that didn’t exist before. Something that changes how people experience spirits altogether.
That’s why we built Allora (above). Not a spin on gin, nor another ‘craft’ vodka, but a new liquid – made by infusing real lemon peels, lemon leaves, thyme, peppercorns and wormwood. The result? A spirit that’s bright, herbal, and unique – designed for how people actually drink today.
Don’t get me wrong; we’re not the only ones innovating. Jesse Wilson is doing it in beer with Jubel, as are Imme Ermgassen and Sam Paget Steavenson with Botivo in non-alc, alongside Bethan Higson and Mother Root.
Indeed, Giuseppe Gallo was innovating with Italicus Rosolio di Bergamotto and Savoia Vino Aperitivo many years before we launched Allora.
But why is the list of genuine innovation over the last decade so short? It’s easy to play it safe. But the future of this industry won’t be built by safe bets. It will be built by bold ideas – and the courage to put something truly new in the glass.
