The craft gin trend: 'Gin gives you so many options compared to other spirits' - award-winning distiller

The Money  Show's Stephen Grootes chats to Shanna-Rae Wilby, owner and head distiller at Time Anchor Distillery.

The popularity of craft gins that incorporate local flavors and ingredients has been on the rise in South Africa for some time.

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However, a counter-trend also reflects people moving back towards a more traditional drinking experience, says Shanna-Rae Wilby from the award-winning Time Anchor Distillery.

They're well-known particularly for their Mirari hand-crafted gin.

Stephen Grootes asks her about the appeal of gin compared to other spirits, and what it takes to maintain a flourishing distillery business.

Wilby looks at a range of factors that inspired the popularity of craft gins, highlighting the options this particular spirit offers both producers and consumers.

"Gin gives you so much freedom of expression. There are so many different flavours and ways to enjoy it... like, do we love a floral gin or a citrus gin; are you going to have it with tonic water or soda water, what are you going to be garnishing it with..."

Shanna-Rae Wilby, Owner - Time Anchor Distillery

People have also become more interested in what exactly goes into gin, and what makes a particular product a good one, Wilby says.

What do you have to do as a gin distiller to ensure that you stand out amid the competition?

Aside from a great gin recipe, you need to have a strong narrative as well, she emphasizes.

"To stand out, you really do need to have a unique selling point - it's not just about the flavour! You must have the story, you must be passionate about what you're doing, put thought into your bottling and packaging..."

Shanna-Rae Wilby, Owner - Time Anchor Distillery

Time Anchor also attracts consumers by hosting a range of events, both educational and experiential.

The distillery moved to Joburg's Kramerville design district a few years ago from Maboneng, and visitors can actually go on a tour of the facility.

"People can come to our distillery much more easily now. Our events include pairings, you can make your very own bottle of gin, attend a cocktail class or a gin tasting class..."

Shanna-Rae Wilby, Owner - Time Anchor Distillery

To learn more about the craft gin business, listen to the interview audio at the top of the article