Massey study reveals wide range of Kiwi gin experiences

What do Kiwis taste and smell when they consume gin? Everything from “citrus” to “earthy” and “juniper” to “my mother” according to a Massey University study to develop a consumer lexicon for the booming craft gin scene in New Zealand.

Juno Gin, of Taranaki, engaged Massey University researchers to find the most common terms used to describe 22 of New Zealand’s favourite locally distilled gins. The researchers also included international brands Gordon’s and Bombay Sapphire for comparison purposes.

From the sample of 43 gin drinkers, hundreds of terms were used to describe both the tastes and smells of the gins. The most common terms used for aroma and nosefeel included citrus, sweet, juniper, floral and lemon. For taste and mouthfeel, smooth, sweet, bitter and warm topped the list.

The study found an impressively wide range of descriptors used for the New Zealand gins in comparison to the two international brands, illustrating the willingness amongst Kiwi distillers to explore flavour profiles and use local botanicals.

The results of the study will be used by New Zealand distillers to better market their product. This includes educating the market on how to best enjoy Juno and other Kiwi gins, to develop a sensory toolkit for the New Zealand gin distillers’ community which will be relevant for the wider global market, and, ultimately, to better understand how our gins compare internationally.

This initial stage of research has developed a user-friendly lexicon of the sensory properties of the sample of 22 New Zealand gins.

With more research, gin distillers will eventually know how to identify gaps in the market and be better equiped to spot the potential for certain consumers to experience off notes in a given flavour profile.

Juno Gin has, this July, celebrated one year on the national stage—a year that has included multiple awards at high profile international spirits awards and their first international exports. So, this is another step in establishing New Zealand gin on the international stage.

“We love the journey of experimenting with flavours and locally sourced botanicals,” explains 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.

“However, 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 further exploration into the exciting world of capturing and pairing flavours in the still.”

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