East London Liquor Company is one of those operations I've watched with genuine interest since its inception. Situated in the heart of East London, this distillery emerged from the craft spirits wave that swept through the capital, but unlike many of its contemporaries, it has managed to carve out a position that feels both commercially savvy and authentically rooted in its locale. Their London Dry expression is, in many ways, a statement of intent — a distillery in London making a London Dry. There's a pleasing circularity to that which the marketing department presumably noticed early on.
A Classical Botanical Bill With Urban Edge
The botanical lineup here reads like a masterclass in restraint with just enough intrigue to hold your attention. Juniper leads, as it must in any self-respecting London Dry, supported by the dependable backbone of coriander seed and angelica root. So far, so orthodox. But the inclusion of cardamom and cubeb pepper alongside lemon peel signals that East London Liquor Company understands the modern drinker — someone who respects tradition but expects a degree of contemporary complexity. Cubeb pepper in particular is a botanical I've seen gaining traction across the London Dry category, offering a warm, aromatic spice that lifts a gin without pushing it into flavoured territory.
Market Position
At £28 and bottled at 40% ABV, this sits squarely in the accessible premium bracket — a space that's become fiercely competitive in recent years. It's priced to compete with the likes of Sipsmith and Beefeater 24, and frankly, that's the right neighbourhood for it. East London Liquor Company has always positioned itself as craft without the pretension, and this pricing reflects that ethos. It's a gin that doesn't ask you to overthink the purchase, which in the current market climate is commercially astute.
The London Dry style here should deliver a juniper-forward character with those warmer spice notes from the cardamom and cubeb adding depth in the mid-palate. The lemon peel will provide necessary brightness, while the angelica root anchors everything with its characteristic earthy dryness. It's a botanical combination that suggests balance was the objective rather than novelty, and I respect that approach.
Best Served
This is a gin that earns its place in a classic G&T with a quality Indian tonic and a twist of grapefruit peel to complement that cubeb pepper warmth. It's also precisely the sort of London Dry that bartenders reach for when making a Martini — clean enough to shine, complex enough to reward attention. I'd wager it handles a Negroni admirably too, where those spice notes would push through the Campari rather than disappearing beneath it.
A well-executed London Dry from a distillery that understands both its heritage and its market. At this price point and with this botanical profile, it delivers exactly what it promises — no more, no less. I'm giving it a 7.5 out of 10: solid, dependable, and smartly positioned.
