Forget Dry January - It's All About Dry Martini January

Not all Dry Januarys are equal; although a fantastic cause for your health, wellbeing (and your wallet), Dry January can come with its downfalls. The Hospitality Industry is one. Although Low and No alcoholic spirits and ‘cocktails’ across the country are on the rise in popularity - there is still a long way to go before they make waves in the profit side of a bar. And with the crazy Festive season and New Year just before - Hospitality venues see a lull in attendance and orders across the first month of the year.

No.3 Gin spotted this trend and has partnered with Hospitality Action, the UK-based charity dedicated to supporting people who work in the hospitality industry in something they are calling - Dry Martini January - with £1 of every bottle sold going to the charity.

Now we love a Martini over here at Consommé, my favourite, in case you were wondering - an Extra Dry Pickletini (iykyk) - so this is definitely a cause we can get behind.

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What makes a martini special?

The martini is more than just a cocktail; it’s an enduring symbol of elegance and refinement. With its minimalist ingredients—gin or vodka, dry vermouth, and a twist of lemon, olive or pickle —it celebrates the purity of its spirits and the craftsmanship required to perfect it. The martini exudes a timeless sophistication, earning its place as a cultural icon. Its versatility, from classic gin to dirty vodka variations, ensures it can be tailored to individual tastes while still retaining its signature charm.

why use no.3 gin in a martini?

According to Lucinda Hodge, the Global Brand Manager No.3 Gin. “Few drinks exude the sophistication and charm of the martini. The No.3 Perfect Gin Martini is more than a drink, it’s a statement. With its clean, crisp profile and air of timeless elegance, the martini has become a symbol of refined taste and understated luxury. No.3 Gin is the perfect base for crafting the classic martini because of its balanced botanicals of citrus, spice and juniper for a refreshing taste and beautifully smooth texture”.

No.3 Gin

How Can I make it myself at home?

If you want to try your hand at creating No.3’s Perfect Gin Martini yourself, at home, No.3 has shared its recipe:

The Perfect Gin Martini

Ingredients

60ml / 2 oz No.3 London Dry Gin
10ml / 0.3 oz Dry Vermouth
1 Lemon

Method
1. Measure out 60 ml of No.3 Gin and 10 ml of Dry Vermouth
2. Stir over ice in a mixing glass and strain into a chilled martini glass
3. Garnish with a lemon twist

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Out and About

You can find a No.3 Gin Martini on the menu at several bars and restaurants across the UK including some of our favourites.

  • DUKE’s Bar, London, England

  • Rivoli Bar at The Ritz, London, England

  • Nobu Bar Portman Square, London, England

  • Bohemian Arts Club, Manchester, England

  • Lab 22, Cardiff, Wales

  • Below Stairs, Leeds, England

Consommé Editorial Team