A STORY OF DISCOVERY…AND REDISCOVERY
From its humble beginnings as a medicinal treatment in the Middle Ages to its icon status as the national drink of both the Netherlands and Belgium, genever has been in the European spotlight for many centuries.
By the 1800s, it had gone global, reaching American shores as well. During this burgeoning era of cocktails in the U.S., genever was king, its significance cemented by Jerry Thomas’s seminal Bar-Tender’s Guide that featured Holland gin in one out of every four cocktail recipes. But the spirit’s reign was cut short by the World Wars and Prohibition, which drove it into obscurity.
…Until recently, when the insatiable thirst for innovative cocktails led mixologists to turn to the past for inspiration. And so the genever revival was born, with creativity and demand pulsing stronger than ever.