Gin’s Evolution: From Medicinal Roots to Market Disruptor

Gin is more than a fashionable drink it’s a story of resilience, innovation, and reinvention. From its 16th-century beginnings as a medical tonic to its position today at the forefront of both craft spirits and zero-alcohol innovation, gin continues to evolve in response to shifting consumer habits and market forces.

The Origins of a Global Industry

Gin originated as genever, a Dutch juniper-based spirit prescribed for digestive and kidney complaints. British soldiers encountered it during the Thirty Years’ War and brought it home, where it grew in popularity as both a remedy and a recreational drink. By the 18th century, gin was firmly established as part of British culture—though the Gin Craze highlighted the dangers of unregulated mass consumption.

Industrialisation and Standardisation

The invention of the column still in the 19th century ushered in a new era of clean, reliable spirits. London Dry Gin became the industry standard, paving the way for global brands like Beefeater, Tanqueray, and Gordon’s, which remain market leaders today.

The Craft Gin Boom

The last two decades have seen an explosion in small-batch producers. With lower barriers to entry than whisky or rum, gin became a prime candidate for artisanal start-ups. 

UK distilleries now number in the hundreds, many carving out niches with locally sourced botanicals, regional branding, and innovative marketing. Gin festivals and experiential tasting events have strengthened its consumer appeal, particularly among younger demographics.

Zero-Alcohol Gins: A Growing Market Sector

One of the most disruptive forces in the drinks sector is the rise of zero-alcohol gin alternatives. Brands such as Clean Co, Seedlip and Lyre’s have proven that consumers are willing to pay premium prices for alcohol-free spirits that deliver on flavour and experience. 

The “sober curious” trend, alongside health-conscious lifestyles, is expected to fuel exponential growth in this market. Analysts predict the no/low alcohol category could reach multi-billion-pound revenues globally within the next decade.

The Future of Gin Business

The gin sector is set to evolve along four major paths:

Sustainability: eco-friendly practices will become a consumer expectation.

Premiumisation: growth will continue in craft and luxury products.

Health and lifestyle alignment: more zero-alcohol and functional botanical products.

Global expansion: new markets in Asia and North America are likely to drive sales.

Conclusion

Gin has transformed from a humble medicinal drink into a global business powerhouse. Its adaptability, both culturally and commercially, positions it well for continued growth in an industry increasingly shaped by wellness, sustainability, and innovation.

Micom Receives Recognition

Coventry's Micom has been recognised as a finalist in three categories at the prestigious Lloyds British Business Excellence Awards 2025, highlighting the company’s commitment to innovation, growth and people.

The categories are:

Employer of the Year Award

Vistage Growth Business of the Year Award

Technology Business of the Year Award

This follows Micom’s 2022 success as a finalist in the Business Transformation Award, further cementing the company’s reputation as a hybrid and digital communications leader.

“Being shortlisted in three categories is an incredible honour. It recognises our team’s hard work in building a culture of innovation, growth, and customer focus. We’re proud to be leading the way in how businesses deliver secure, intelligent communications at scale.”, Andy Barber CEO of Micom told That's Business.

The Lloyds British Business Excellence Awards celebrate the UK’s most innovative and impactful businesses, recognising organisations that demonstrate outstanding achievement and resilience. Winners will be announced at the awards ceremony later this year.

For more information visit Micom.com

Helping Young People Take Their First Steps into the World of Catering

The catering industry is an important part of the wider hospitality sector, generating billions for the UK economy each year. 

For young people with ambition and a passion for food or event planning, catering can be an exciting career choice. 

But how can employers, parents, and mentors encourage and support them to take those first steps?

Show Them the Business Potential

Catering isn’t just about cooking – it’s about building a viable business. Encourage young people to learn about logistics, customer service, costing, and marketing alongside food skills. This will help them see catering as a long-term career option, not just a job.

Promote Education and Apprenticeships

Colleges, training providers, and apprenticeships give structure to a young person’s career journey. Work experience placements, part-time roles, or even shadowing opportunities all help them understand the real-world demands of catering.

Emphasise Transferable Skills

Catering teaches organisation, teamwork, and problem-solving – skills that are highly valued across industries. Framing the sector as a springboard to wider opportunities can help young people (and their parents) see its long-term worth.

Support Their Networking

Encourage them to connect with local businesses, catering firms, or event organisers. Industry contacts are invaluable, and many caterers get their start through personal introductions or seasonal opportunities.

Bottom line: By encouraging education, networking, and an entrepreneurial mindset, we can inspire the next generation to build strong careers in catering – strengthening not only their futures but the hospitality industry as a whole.

When Goodwill Goes Sour: Protecting the Reputation of Food and Drink Brands

Who wrecked the brand?

Reputation is the currency of business, and nowhere is that truer than in the food and drink sector. 

A well-loved brand can take decades to build, yet only days to damage or even wreck.

In a hyper-connected age where consumers expect authenticity and accountability, reputational missteps are amplified—and the fallout can be costly.

Consider the case of Aunt Jemima. For generations, it was a familiar name in American kitchens. Yet its branding, rooted in racial stereotypes, became increasingly untenable in the modern era. 

By the time parent company Quaker Oats acted in 2021, the debate had already cast a long shadow over the brand’s image. The rebrand to Pearl Milling Company was arguably necessary, but the delay demonstrated the risks of clinging too tightly to outdated imagery. 

Perhaps ironically members of the family of the woman behind the Aunt Jemima name and image were highly critical of what they perceived as the corporate decision to wipe their revered family member from history.

Budweiser offers another lesson. A brand once crowned the “King of Beers” found itself at the centre of a culture war after a single marketing collaboration sparked a consumer backlash. 

Sales fell, boycotts spread, and the brand’s dominance was questioned. The misstep revealed how even routine marketing decisions must now be weighed against the potential for political polarisation.

Then there is Cracker Barrel, a US chain with a reputation built on hearty, traditional dining. Its attempt to modernise by introducing plant-based options seemed logical, but the reaction from parts of its loyal base was far from supportive. The brand found itself caught between evolving food trends and customer expectations of tradition.

These cautionary tales highlight a key truth: brand heritage is not a shield against reputational risk. Businesses in the food and drink sector must navigate a fine line between innovation and authenticity, between appealing to new customers and retaining loyal ones.

For leaders and marketers, the lessons are clear:

Monitor cultural shifts and respond before criticism escalates.

Ensure any brand evolution is communicated in a way that aligns with core values.

Balance the desire for growth with the need to protect heritage.

Ensure that those responsible for running company social media accounts truly reflect the core values and identity of the organisation.

Reputation may be intangible, but its impact on sales, loyalty, and long-term survival is anything but. The brands that thrive will be those that treat reputation not as an afterthought but as a strategic asset.

Why the Right Background Music Matters for Your Business

When customers step into your business, the first things they notice aren’t always visual. 

The atmosphere, the sounds, scents and general feel, shapes their first impression just as much as décor or customer service. One key part of this is the background music you choose.

Music sets the tone for your space, but if it doesn’t match the mood or concept of your business, it can end up creating confusion, distraction or even discomfort for customers.

Why Music Choice Matters

It shapes customer experience: People often associate music with emotion. Gentle, ambient tunes can create a calm and welcoming environment, while upbeat tracks can energise a space.

It influences behaviour: Studies have shown that background music can impact how long customers stay, how much they spend, and how positively they view the business.

It reflects your brand identity: Just like your logo, colour scheme, and customer service, the music you play is part of your brand.

When the Music Doesn’t Fit

I once visited a traditional Indian restaurant that was serving some incredible food, rich curries, freshly baked naan, fragrant spices filling the air. The décor was beautiful, clearly designed to reflect Indian heritage.

But in the background, instead of traditional Indian music or even subtle instrumental tracks, the speakers were playing The Beatles. Don’t get me wrong, I love The Beatles. But in that setting, it felt out of place. The music clashed with the carefully designed atmosphere and slightly took away from the immersive experience the restaurant was clearly aiming for.

This wasn’t a deal-breaker, of course, the food was still excellent, but it was a reminder of how music can either enhance or disrupt the overall ambience.

Tips for Choosing Suitable Music

Match the theme of your business: A spa might benefit from calming instrumental music, while a trendy café could thrive with lo-fi beats or soft jazz.

Think about your customers: What age group or demographic are you serving? What kind of music would they find comfortable and enjoyable?

Keep it consistent: Avoid jarring shifts in style or volume. A smooth, carefully curated playlist helps maintain atmosphere.

Consider the volume: Too loud, and it’s intrusive; too soft, and it disappears into background noise without impact.

Legal and licensing matters: Ensure you’re using music legally, with the correct public performance licences.

Background music shouldn’t be an afterthought, it’s an essential part of the customer experience. The right soundtrack can elevate your business, make your brand more memorable, and encourage people to stay longer.

So, whether you’re running a restaurant, shop, café or salon, take the time to ensure your music is not only suitable, but also a seamless part of your brand story.

That's Food and Drink: Are PR Companies Paying for Fake 5-Star Restaurant...

That's Food and Drink: Are PR Companies Paying for Fake 5-Star Restaurant...: I recently received a WhatsApp message asking me if I wanted to make some 5-star reviews on certain restaurants. I wouldn't have to visi...

That's Food and Drink: When Food Was Simple: Can We Convince Big Brands t...

That's Food and Drink: When Food Was Simple: Can We Convince Big Brands t...: Why did I write this blogpost? Years ago there was a delicious propriety make of fruit cake which was delicious. It didn't taste home ba...

That's Food and Drink: Celebrate International Coworking Day with Feasts,...

That's Food and Drink: Celebrate International Coworking Day with Feasts,...: International Coworking Day (celebrated every year on 9th August) is more than just a nod to shared office spaces, it's a celebration of...

Royal Mail Cuts Second-Class Post – Micom Urges Regulated Industries to Act Now

Royal Mail’s upcoming reform of its Universal Service Obligation (USO), effective 28 July 2025, will see Second Class letter deliveries reduced to just three days a week, with Saturday deliveries scrapped. 

For regulated industries, this change threatens timely, compliant customer communications. Micom, the UK’s leading multi-channel communication platform, is urging organisations to adapt now with intelligent digital and hybrid mail solutions.

“This is a Wake-Up Call,” Says Micom CEO

“Waiting four or five days for a letter to arrive is no longer acceptable for critical messages like bank statements, legal notices or healthcare letters,” Andy Barber, CEO of Micom told That's Business.

 “Customers and regulators demand faster, trackable communications. Micom’s platform ensures every message reaches its destination on time, blending secure digital delivery with automated postal fallback when needed.”

The Impact of Postal Reform

The Ofcom-approved reform comes as letter volumes have fallen by 60% over the past decade. With 63% of UK mail generated by regulated sectors (Ofcom, 2024), the risk of delayed or non-compliant communications is growing.

Micom warns that businesses relying solely on traditional post could face operational challenges, compliance issues, and rising costs.

Digital and Hybrid Solutions Built for Compliance

Micom’s Customer Communications Management (CCM) platform enables organisations to maintain compliance and resilience by combining digital and physical channels. Key features include:

Secure digital delivery: Encrypted, trackable portals and email.

Automated mail fallback: Print and dispatch triggered when digital delivery fails.

Compliance-ready workflows: Proof of access, audit trails, and SLA monitoring.

Why Small Businesses Shouldn’t Overlook Amazon as a Growth Platform

In today’s fiercely competitive marketplace, small businesses, from independent bookshops and boutique beauty brands to local pet shops, artists, cake makers, designers, face a constant challenge: how to grow their customer base without overstretching their resources. 

While many entrepreneurs dream of keeping things local and personal, there’s a powerful tool that can help elevate visibility and sales on a national or even global scale: Amazon.

It may seem counterintuitive to team up with such a giant when your brand is built on independence and uniqueness. However, using Amazon doesn’t mean selling out. Instead, it can mean scaling up smartly. But  on your terms.

1. Amazon Offers Visibility You Simply Can’t Get Elsewhere

Even the most beautifully designed e-commerce site can struggle with visibility. Amazon, on the other hand, is where millions of people start their shopping journey. By listing your products on the platform, you're placing yourself in front of a vast audience that’s already primed to buy.

This is especially powerful for niche businesses. A small eco-conscious skincare brand or an independent publisher of children’s books might find it hard to drive traffic to their own site. But Amazon’s search features and suggested products algorithm can surface your items to curious, relevant shoppers.

2. It Levels the Playing Field for Independent Sellers

Amazon isn’t just a platform for big-name brands. In fact, over 60% of items sold on Amazon come from third-party sellers — many of them small businesses. With access to tools like Fulfilled by Amazon (FBA), sellers can store their products in Amazon’s warehouses and let the platform handle packing, delivery, and even customer service.

For a small artisan jeweller or pet accessory designer, that means less time dealing with logistics and more time focused on making and marketing their products.

3. Amazon Builds Trust — Especially for New Customers

Consumers tend to trust Amazon. Its policies on returns, fast shipping, and secure payment are widely recognised. For small businesses, piggybacking on that trust can be a game-changer — especially when trying to win over first-time buyers.

Think of a newly launched vegan candle business: even if potential customers have never heard of your brand, seeing it on Amazon with positive reviews can build the credibility needed to make a sale.

4. You Can Still Retain Brand Identity

Using Amazon doesn't mean abandoning your brand’s voice or ethos. Your listings can feature your brand name, high-quality images, and detailed product descriptions that highlight your values. Amazon even offers Brand Registry for registered trademarks, giving sellers greater control over how their products are presented, and helping to protect against counterfeits.

Many creatives, like illustrators selling art prints or authors selling self-published books, have found success using Amazon as just one part of a broader strategy. They drive traffic to their own website for custom orders or exclusive items, while using Amazon to sell high-volume or evergreen products.

5. It Can Be a Low-Risk Testbed for Product Ideas

Not sure whether your handmade dog toys will resonate beyond your local area? Or whether your vintage-inspired stationery line could find a national market? Listing products on Amazon is a relatively low-cost way to test demand, pricing, and keywords before investing heavily in large production runs or marketing campaigns.

You’ll get data, feedback, and sales trends — invaluable insights for any small business trying to scale sustainably.

6. It's a Way to Diversify — and Build Resilience

The last few years have taught us how important it is for small businesses to have multiple income streams. Relying solely on footfall, events, or even a single social media platform can be risky. Amazon is just one more outlet — and a powerful one — that can keep revenue flowing even when other channels slow down.

For small business owners, whether you're a local bookshop with a curated collection, a maker of bespoke soaps, or a freelance artist with a growing portfolio, Amazon is not the enemy. It’s a tool. Used strategically, it can help expand your reach, build your brand, and strengthen your business.

The key is to approach it on your terms. View Amazon not as a replacement for your website or personal touch, but as a stepping stone to new customers who wouldn’t otherwise find you. In a digital-first world, visibility is currency. And Amazon is a platform that can help you earn it.

That's Food and Drink: Cornwall's Firebrand Brewing Co. Invests to Meet I...

That's Food and Drink: Cornwall's Firebrand Brewing Co. Invests to Meet I...: Cornwall's Firebrand Brewing Co. has just installed two new 7,500 litre fermentation vessels to boost their brewing capacity, as demand ...