Pomp & Whimsy Gin Liqueur Targets Female Consumers

Los Angeles, Calif. Trained sociologist and brand strategist-turned distiller, Dr. Nicola Nice, has made a career advising Fortune 500 companies on international branding and consumer insights. Over the past 15 years, in a career spanning academic research, management consultancy and global strategy with her New York-based market research firm, THINK Conservatory, Nicola watched as major producers systematically ignored or misrepresented their female audiences. With sought-after expertise in the national spirits sector through work with clients including DIAGEO, Gruppo Campari and Bacardi USA brands, and on a mission to bring the female consumer perspective to the forefront, in 2015 Nicola turned insight into action. A two-year journey through extensive home infusions and research with her target audience led Nicola to perfect the formula for a uniquely distinct botanical gin liqueur.

Now in 2018, with double gold and gold medals in hand from her first four international spirits competitions (Los Angeles International Spirits Competition, the inaugural Las Vegas Global Spirits Awards, the consumer choice SIP Awards, and the legendary San Francisco World Spirits Competition), Dr. Nicola Nice sets out to revolutionize the spirits industry for female consumers with the official launch of Pomp & Whimsy.

Tasting Notes

Distilled in Los Angeles, CA, Pomp & Whimsy brings modern sensibilities to an age-old tradition by infusing classically distilled gin with an all-natural, delightfully flavorful botanical liqueur. This organic spirit is made from scratch from a select blend of 16 whole ingredients, including juniper, coriander, angelica, grapefruit, bitter orange, lychee, cucumber, raspberry, lavender and jasmine tea pearls. Nicola’s research shows that while many women find traditional gin to be too bitter and/or verdant, the core idea of infusing aromatic botanicals into a neutral base spirit is nevertheless highly appealing. Pomp & Whimsy’s 4-stage distillation process results in a handcrafted 60 proof (30% ABV) gin liqueur with notes of light citrus and exotic fruits on the start, evolving into a dry, warm spice finish, and a familiar suggestion of citrusy juniper on the tail. With the versatility of both a gin and a liqueur, Pomp & Whimsy can replace gin in ?classic cocktails, and/or be a substitute for aromatic liqueurs. Used as a modifier, the spirit harmonizes competing flavors in a cocktail, while adding its own unique notes. Unlike most conventional gins, it also lends itself incredibly well to sipping neat.

Gin Reimagined

With a new American gin movement in full swing, the doors have opened for gin to take on a variety of new forms beyond the traditional London dry-style. When London native Dr. Nicola Nice moved to the U.S. over a decade ago, she was surprised by America’s blasé attitude towards the gin category. Britain is undoubtedly a nation of gin lovers, and the juniper-based spirit has shrugged off its reputation from the 18th century as ‘Mother’s ruin’ to become one of the nation’s favorite tipples through an explosion of new brands. Today in the U.S., there are only a handful of gin cordial and sloe gin brands emerging alongside Pomp & Whimsy. This new, reimagined-style will undoubtedly continue to evolve, becoming ever more inventive as consumers look for unique experiences from the gin category.

Fourth Wave Feminism

The alcohol industry is, and always has been, a male dominated arena. With very few brands geared specifically towards women, cues and codes of the category have been based around men’s visions of success, to which women are presented as little more than an accessory. Meanwhile, the female branding, where it exists, is often reductionist, simplifying femininity to purely stereotypical portrayals of women (think pink and sparkly, overly sexualized or diet obsessed). In creating Pomp & Whimsy, Nicola sought to elevate the drinking experience for women, and bring the diversity and complexity of female sensibilities to the fore. “For the first time in 100 years, it’s a good time to be a woman in the spirits industry.  Women are creating a tidal wave of innovation and entrepreneurialism in general, and with increasing knowledge of cocktails and spirits, are now a driving force of trends in the industry.”

Upcoming Events

As a respected educator in her field, Dr. Nicola Nice will participate in 2018’s Women of the Vine and Spirits Global Symposium in Napa, CA (March 12th-14th) as well as Bar Convent Brooklyn in New York (June 12th-13th), where she’ll share her story on the role of women in spirits throughout history and the challenges and opportunities of creating a female oriented spirits brand. Imbibers may also catch Pomp & Whimsy at a variety of upcoming 2018 events including The United State of Women Summit in Washington D.C., The Collective Affair in Los Angeles, SheKnows Media’s BlogHer summer event and more.

Distribution and Retail

Pomp & Whimsy is available for purchase online nationwide from select retailers, and can be found at fine liquor stores and a variety of restaurants and bars throughout California. Continued nationwide retail and on-premise distribution is planned for 2018. Pomp & Whimsy has a suggested retail price of $39.99 for a 750 ml bottle.

For more information about Pomp & Whimsy, please visit www.pompandwhimsy.com