noble experiment gin

Shed 7 The Pour House

The art, education and pleasure of distilled gin, craft beer, wine & spirits library.

  The Pour House experience allows you to discover The Noble Experiment Gin Distiller, Wildebeer Craft Brewery and The Wine & Spirit Library all under one roof. Taste and learn the art of producing gin and craft beer on-site, or discover boutique wines and spirits from South Africa.

In our shed, there are also private tastings and classes which take place throughout the year, The Noble Experiments Giniversity to Wine & Spirit Library's Tasting Nights, so be sure to contact them directly for more information.

The shed also offers food to complement your drink of choice with  Orinoco Flavours.

TRADING HOURS WEDNESDAY - SUNDAY, 11am - 9pm (kitchens close at 8pm)

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The Noble Experiment

We would love to introduce you to The Noble Experiment; a grain-to-glass Craft Distillery specialising in locally handcrafted spirits.

Our products include award-winning Gins, Vodka, and Rum that are truly indigenous to South Africa but are also bound to appeal to a worldwide audience.

In addition to our handmade products, we offer various Gin Experiences and delicious artisanal Pizzas.

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Wildebeer Brewing Co.

We are an all-grain microbrewery specializing in seasonal craft beer.

We use natural processes and ingredients to ‘rewild’ craft beer - allowing the entire process to become less clinical and more integrated with our natural surroundings.

Quality beer that uses untraditional wild ingredients grown on site, reducing and reusing materials, using only the finest quality ingredients – bringing you fresh craft beer from grain to glass.

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The Wine & Spirit Library

The Cape Winelands in Gauteng! Experience Selected boutique wines and spirits from South Africa and abroad.

Our collection evolves continuously to promote unique producers and their award-winning wines. We offer Wine, Sparkling/MCC, Whiskey and Brandy Tastings from various producers!

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The Noble Experiment NYC

At the turn of the 20th Century, and prior to “The Noble Experiment” of Prohibition, New York City was home to thousands of thriving distilleries. In 2012, Bridget C Firtle, established The Noble Experiment NYC to bring the timeless tradition of rum distilling back to New York City. The company cane-to-glass production techniques are implemented by Bridget herself. The Noble Experiment NYC uses only organic molasses in their distillates and does not add any coloring, flavoring, or other preservatives in its production.

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Owney's Overproof Rum

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TNE The Noble Experiment - London Dry Gin

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TNE Tne noble Experiment Gin, Kekulé-The Explorer Gin

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More information about TNE The Noble Experiment

TNE a classic London Dry Gin that stands out for its diverse flavors. The minds behind the product have poured their passion and expertise into their definition of gin. The result is "The Noble Experiment": a fruity floral gin.

TNE The Noble Experiment - London Dry Gin Beauty Shot

Our Tasting Notes

Nose : Kaffir leaves, juniper and reserved vanilla create an exciting and complex first impression, which already hints at the taste.

Palate : Refreshing citrus tones merge with subtle herbs, while not losing the classic flavor of a London Dry.

Finish : Consciously added floral notes let the gin find a perfect conclusion.

The term "noble experiment" describes a period of alcohol prohibition that lasted from 1920-1933. Almost a hundred years later, they want to pay homage to the loss of 13 years of enjoyable and conscious consumption.

Tonic recommendations

Goldberg & Sons Tonic, Black Forest Sparkling Tonic, Thomas Henry

Location: Darmstadt
Botanicals: Juniper, grapefruit, yuzu, kaffir lime leaves, woodruff, sage, rose petals, pepper, and others.
Country: Germany
Contents: 0,5 Liter
Smell: Citrus, juniper, herbal
Manufacturer: Darmstadt Distillers
Color: clear
Drink type: Gin
Food companies: Darmstadt Distillers UG, Soderstraße 93, D-64287 Darmstadt, Germany

Darmstadt Distillers

Darmstadt Distillers

We are gin lovers. Live straight and drink straight! With our life motto and our passion for drinking gin straight, we also want to inspire other gin lovers. However, our products can also be enjoyed perfectly with tonic and as a cocktail. Kekulé Gin August Kekulé, born in Darmstadt, German chemist and natural scientist who laid the foundations for the modern structural theory of organic chemistry. His thirst for research took him to Giessen, Paris, London, Heidelberg, Ghent, and Bonn. After a daydream in London, Kekulé developed the structural theory. After a daydream in Ghent, he developed the benzene theory. Was it a coincidence that he dreamed in places where gin is at home? KEKULÉ GIN, a blend of traditional, oriental and contemporary botanicals. The Noble Experiment - London Dry Gin The term "noble experiment" describes a period of alcohol prohibition that lasted from...

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The Noble Experiment Distillery

Event information.

Let the tasting be-GIN, The Noble Experiment situated at Prison Break Market is a distillery that also offers gin tasting. Gin enthusiasts can use this opportunity to learn more about what goes on in a craft distillery, the process, the people and what inspires the production of these extraordinary products.

The standard Gin Tasting allows guests to sample 3 flagship gins. Tastings are DIY style and include how to pour a perfect gin & tonic using each gin. Tasting experiences can offered for corporate events, birthday parties, book clubs, bachelors, bachelorettes or a group of gin enthusiasts. Please note that booking is essential.

The Noble Experiment also offers a 3-hour master class which is great entertainment for singles, couples or groups of friends and gin fanatics. Guests get to choose their favourite flavour base and additional top-note botanicals to create a truly one-of-a-kind signature craft gin using one of the crafted Portuguese pot stills, made from copper for a smoother flavour.

Whilst the creation bubbles away infusing the spirit with chosen flavours, guests venture deeper into the magical world of distilling, following in the footsteps of distillers who have created these tinctures and elixirs for centuries.

At the end of the distillation process, guests blend, bottle and hand label their spirit. They then graduate with a 500ml bottle of bespoke gin in hand, crafted to reflect their personality and palate. Master classes take place on select dates. Refer to the website for more information.

Time: Wed-Sunday 11am-late

Price: Prices available upon request

Venue address: The Noble Experiment, Prison Break Market, 10 MacMillan Rd, Glenferness AH, Midrand

Wheelchair accessibility: Unknown

Website: https://www.thenoblex.co.za/

Tel: 082 896 3906

Email: [email protected]

Instagram: https://www.instagram.com/the_noble_ex/

Facebook: https://www.facebook.com/TheNobleZA/

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Noble Experiment

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  • Hop Infused Gin

Beer cocktails are  all the rage these days. Given the natural progression of the craft beer and craft cocktail movements, it’s not altogether surprising. The primary direction for beer cocktails tends to be a lager or wheat beer to showcase interesting liquor combinations. This works well and the end result are complex cocktails with great flavor profiles.

I’ve been working on a few new beer cocktails myself, but I’m taking a slightly different approach, as I’m working on pairing with an IPA. This is not entirely new or novel.  People have done it and done it successfully, but it’s not nearly as common of a pairing.

Nevertheless, after a bit of tinkering, I’ve found a formula that seems to be working and it includes hop infused gin.

Gin and Hops

I was looking for a hop profile had some earthy and piney notes, with hits of citrus.  But I didn’t want an all citrus hop like Cascade or Citra .   Chinooks are known for their bittering qualities, although in this type of application bitterness isn’t a primary concern.  In order for alpha acids to isomerize and impart bitterness to a liquid, they need to be boiled for a significant amount of time, usually about 30 minutes.  Hence, in homebrewing, the bittering hops are put in the kettle first.  You can pull a mild amount of bitterness from hops via a cold infusion, but it won’t overwhelm.

The most popular beer that uses Chinook hops, at least according to urban legend as their recipes are secret, is Stone Arrogant Bastard .  Arrogant Bastard is an aggressively bittered beer from an aggressive brewery, and its pretty delicious to boot.  But I digress…

I let the Chinook hops sit in my gin for 36 hours.  I used less than 1/4 of an ounce of hops and about 8 ounces of Bluecoat American Dry Gin.   After 36 hours, I strained the hops and was left with a lovely green tinted, botancial-forward, citrus and piney smelling gin.  Good stuff.

There will be more to come on this cocktail once its finalized, but for now, let it be known that the first cocktail included gin, lemon, honey, and IPA. It needs balance, but it’s not far off.  Stay tuned for details and the recipe to follow.

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11 Creative Ways to Make a Gin & Tonic From the World’s Best Bars

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bombay bramble gin and tonic

Aromatic, bittersweet and effervescent, few cocktails are as refreshing as the Gin & Tonic. One of the most popular libations in the world, this easy-drinking summer staple is historically made with just three ingredients: gin, tonic water and a simple squeeze of lime.

However, the recent boom of craft and boutique gin distilleries, coupled with the availability of higher-quality tonics, has inspired a wave of elevated variations of the classic. Since the drink’s uncomplicated blueprint is highly adaptable, there’s no limit to innovation and creativity behind the bar. Nowadays, there are endless fresh and exciting ways to get your G&T fix.

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Since bellying up to your favorite bar may not be an option right now (and some of the greatest watering holes remain temporarily closed due to pandemic restrictions), we’re here to help you kick your G&T-making skills into high gear. We tapped 11 of the most outstanding bars across the country and the world—each with a strong gin focus—to share interesting and exceptionally delicious riffs of the cocktail to recreate at home.

Atlas Bar, Singapore

Vendome Spritz

Photo: Courtesy of Atlas Bar

Crowned the Best Bar in Asia (and No. 4 on the World’s 50 Best Bars List) for 2020, Atlas is a showstopper in Singapore boasting the world’s largest gin collection—currently, the selection stands at a whopping 1,387 bottles that have been carefully curated from around the globe. “This Vendome Spritz was inspired by the Place Vendome outside of the Ritz in Paris,” says Jesse Vida, head bartender at Atlas. “Something light, crisp, bright and easy to sip on outside on a nice day. Using dry vermouth as the base with gin as the modifier, lastly the citrus and tonic all come together nicely in this elevated G&T variation.”

Vendome Spritz 

  • Pinch of salt
  • 0.5 oz. (10 ml) lime juice
  • 0.5 oz. (10 ml) rich simple syrup (two parts sugar to one part water)
  • 0.5 oz. (15 ml) grapefruit juice
  • 1.5 oz. (45 ml) Cinzano 1757 dry vermouth
  • 0.5 oz. (15 ml) Nikka Gin
  • 1.5 oz. (40 ml) London Essence Grapefruit & Rosemary Tonic

Combine all ingredients (except tonic) into a cocktail shaker with ice; give it a short shake. Strain into a tall glass over ice and top with tonic.

Genever, Los Angeles

Filipino Gin & Tonic

Photo: Bradley Tuck

Located in Historic Filipinotown, Genever is one of Los Angeles’s finest watering holes (often touted as the city’s best gin bar), proudly owned and operated by three Filipina entrepreneurs. This standout Gin & Tonic (developed by former bar director Jessie Smyth) features ingredients prominent in Filipino cuisine and is one of Genever’s most requested cocktails. Kelso Norris, current bar director, adds “This G&T riff hits every taste bud with a perfect balance of sweet, tangy and savory—and disappears way too fast!”

Filipino Gin & Tonic

  • 0.5 oz. calamansi juice
  • 0.25 oz. Datu Puti Spiced Vinegar*
  • ‘Q’ Tonic
  • Garnish: sliced ginger, fresh bay leaves, black pepper, chilies

Pour ingredients over ice in a tall Collins glass or large wine glass; stir. Garnish with sliced ginger, bay leaves, black pepper and chilies. 

*A Filipino vinegar made from coconut sap and flavored with chiles, black pepper and ginger. It’s commonly found in Asian markets and also available on Amazon.

Bramble Bar & Lounge, Edinburgh

gin and tonic Bramble Bar & Lounge, Edinburgh

Photo: Courtesy of Bramble Bar & Lounge

This upscale cocktail lounge on Queen Street serves an impressive menu of classics and innovative concoctions. Bramble stocks a concise and well-curated range of high-quality gins, with a focus on Scottish products. This specialty Gin & Tonic features Sweetdram Escubac—a spicy, citrusy botanical spirit—and was created by Jon Hughes, Bramble’s operations manager who has been with the acclaimed Edinburgh establishment since 2013.

Starlit City

  • 2 oz. (50 ml) London Dry Gin *
  • 0.5 oz. (10 ml) Sweetdram Escubac**
  • Juice from squeezing two lime wedges
  • Fever-Tree Mediterranean Tonic
  • Garnish: lime wedge and rosemary sprig

Fill a highball glass with cubed ice. Add ingredients in the order listed above, topping with the tonic. Garnish with a lime wedge and sprig of rosemary.

*Bramble uses their own ‘Lucky Gin’ in this cocktail, but any traditional London Dry-Style Gin will work well. **Escubac is a botanical spirit made only a few miles from Bramble in Edinburgh (it can be purchased online).

The Gin Joint, Charleston

peach and tonic

Photo: Courtesy of The Gin Joint

This 1920s-era craft cocktail haunt in the Holy City spotlights seasonal flavors and its namesake spirit. “Despite Georgia’s association with peaches, South Carolina produces almost twice as much of the stone fruit annually. So as peach season approaches, I wanted to create an incredibly refreshing sipper that lets them shine,” says Christian Favier, bar manager of The Gin Joint. “While the P&T is very simple, the star is fresh, local peaches—flash frozen and shaved over the top (a technique Favier borrows from acclaimed Japanese bartender, Hiroyasu Kayama). The result is essentially the best shaved ice you’ve ever tasted, followed by a deliciously refreshing Gin & Tonic.”

Peach & Tonic

  • 1.75 oz. Plymouth Gin
  • 0.5 oz. peach liqueur (such as Massenez Crème de Pêche )
  • 0.25 oz. clarified lime acid or fresh lime juice
  • 3 oz. tonic (such as Fever-Tree Indian Tonic)
  • Grated frozen peach

In a Collins glass, combine gin, peach liqueur and lime acid or juice; add ice (or a Collins spear, if you have it!). Top with tonic water. Take a whole frozen peach and shave a generous amount over the top of the glass with a microplane or zester.

Tiger, Paris

Comfort G&T

Photo: Courtesy of Tiger

Arguably the best gin bar in Paris is serious about Gin & Tonics. Tiger has even developed its own tonic water, along with flavored gins infused with ingredients such as kumquats, black olives, sesame seeds and charcoal. “This is one of the first drinks I created when I arrived in Paris,” says Fernando Vilas-Boas, bar director at Tiger. “I had a meal that stayed in my mind forever with this beautiful, tasty purée of chestnuts and apple. It had great acidity and the nutty flavor was warming and rich; a true delight. I imagined that flavor with a touch of floral notes from gin, and came up with this recipe.” For this comforting G&T, the spirit of choice is Christian Drouin Gin—a well-balanced gin made from more than 30 types of apples.

Comfort G&T

  • 2 oz. (50 ml) Christian Drouin Gin
  • 1 oz. (25 ml) chestnut and apple purée*
  • 0.25 oz. (5 ml) freshly squeezed lemon juice
  • 1 dash Angostura Bitters
  • Fever-Tree Tonic
  • Garnish: a few apple slices

Pour all ingredients (except tonic) into a Collins glass filled with plenty of ice. Give it an energetic stir while gently topping off with the tonic. Garnish with apple slices.

*This purée can be bought in the supermarket or easily made at home; just make sure it’s not too concentrated.

Dante West Village, New York City

Mediterranean Tonic

Photo: Giada Paoloni

The stylish West Village outpost of Dante (named the World’s Best Bar in 2019 and the Best Bar in North America in 2020) puts a Mediterranean twist on their version. “In our take on the Gin & Tonic, we wanted to create the feeling of strolling down the Spanish coastline, incorporating the flavors of the region like Manzanilla sherry, lemon and olive. The dash of saline adds a subtle element of brininess and the rosemary and olive garnishes complete the cocktail for a refreshing and effervescent drink,” says Linden Pride, co-owner of Dante and Dante West Village .

Mediterranean Tonic 

  • 1.5 oz. Fords Gin
  • 0.5 oz. Manzanilla sherry
  • 1 dash saline
  • 1 dash olive bitters
  • 1 dash lemon bitters
  • London Essence Elderflower Tonic
  • Garnish: rosemary sprig, green and black Cerignola olives

Build the cocktail by adding all ingredients into a highball glass (or preferred glass tumbler) over ice; stir gently. Garnish with a rosemary sprig, as well as one green and one black Cerignola olive.

Bobby Gin, Barcelona

The Herbalist’s G&T

Photo: Pau Esculies

This ingenious Barcelona bar is an absolute haven for gin fans, boasting an epic menu of G&Ts in four different categories: Classics (made with your choice of several dozen gins), Limited Edition (an exclusive selection of rare gins), Auteur (13 copyrighted G&Ts honoring the distillers) and Ginfonk (featuring aged, infused, smoked, steeped or flavored gins). This herbaceous riff was created by world-class head bartender Alberto Pizarro, who has garnered countless cocktail awards—including Best G&T in Spain in 2009.

The Herbalist’s G&T

  • 1.75 oz. (5 cl) Modernessia Gin *
  • 0.5 oz. (1.5 cl) Green Chartreuse
  • 2 drops celery bitters
  • 6.5 oz. (20 cl) Schweppes Indian Tonic Water
  • Garnish: dehydrated lime wheel

Build the cocktail by adding all ingredients into a Spritz glass (or large wine glass) over ice; stir gently. Garnish with a dehydrated lime wheel.

*Modernessia Gin is a Mediterranean-style gin similar to Gin Mare

Noble Experiment, San Diego

Noble Experiment, San Diego

Photo: Courtesy of Noble Experiment

This swanky speakeasy, hidden inside a popular downtown eatery, helped ignite San Diego’s craft cocktail renaissance. Noble Experiment’s robust gin program offers something for everyone, whether you prefer London dry style, have a sweeter palate, or like heavily botanical gins. Bar lead Tony Roehr uses Sipsmith VJOP—a slightly over proof gin with a huge juniper kick—for the house G&T. “We’re pretty proud of our G&T, which was inspired by the botanicals surrounding Southeast Asia like pandan, Thai basil and ginger,” says Roehr. “Essentially, we made our own tonic syrup that included those botanicals, along with citrus peels, juniper berries, star anise and cinchona bark.”

House Gin & Tonic

  • 1.5 oz. Sipsmith VJOP gin (or another gin of choice)
  • 1 oz. tonic syrup (see below)*
  • Seltzer topper

Pour gin and tonic syrup into a glass over ice; stir gently to mix. Top with seltzer.  

*Tonic Syrup Recipe

  • 16 oz. water
  • Peel from 1 whole lemon
  • Peel from 1 whole orange
  • 0.25 tsp cinchona bark
  • 1 tsp. (5 g) star anise
  • 1 tsp. (5 g) juniper berries
  • 1 tsp. (5 g) Thai basil leaves
  • 1 Tbsp. (15 g) pandan leaves
  • 2 tsp. (10 g) fresh ginger
  • 1 oz. citric acid
  • 0.5 oz. malic acid
  • 16 oz. sugar

Make the tonic syrup by simmering all ingredients (except sugar) in a saucepan on low for 30 minutes; strain. Mix sugar with the remaining liquid (approx. 12 oz.). Let cool.

Origin, Hong Kong

Shiso Gin & Tonic

Photo: Courtesy of Origin

The modern movement of gin inspired award-winning mixologist Antonio Lai to create the first gin-focused bar in Hong Kong. Origin uses inventive methods and techniques to enhance the overall gin drinking experience. The lengthy menu features an extensive list of gin-based cocktails, gin tasting flights and even signature slow-cooked and redistilled gins. Alex Ko, beverage development manager of Origin, lets fragrant shiso shine in this original Gin & Tonic.

Shiso Gin & Tonic

  • 2 oz. (45 ml) Redistilled Shiso Gin (see below)*
  • 4 oz. (100 ml) Fever-Tree Indian Tonic
  • Garnish: shiso leaf and slice of radish

Pour ingredients over ice in a tall Collins glass or large wine glass; stir. Garnish with shiso leaf and a slice of radish.

*Redistilled Shiso Gin

  • 3-4 Tbsp. (50 g) fresh shiso leaves
  • 3.25 cups (750 ml) Tanqueray London Dry Gin

* Place shiso and gin in a blender and blitz until the shiso is finely minced. Place mixture into a distillation flask of a rotary evaporator; run at 200mbar and a water bath temperature at 137°F (57°C). Note: you will need to slowly decrease the pressure to avoid foaming, Run the rotary evaporator for approximately 1 hour, or until you collect approx. 14 to 17 oz. (400 to 500 ml) of distillate. Alcohol content of the distillate should be in the region of 50% ABV., which can be checked with a refractometer. Add distilled water to bring ABV. down to 40 percent.

Bathtub Gin, New York City

Signature Gin & Tonic

Photo: Courtesy of Bathtub Gin

This speakeasy-style gin joint in Chelsea—located behind an unassuming coffee shop door—offers a wide selection of unique gins crafted with interesting flavor profiles. Bathtub Gin’s seasonally rotating Gin & Tonic menu is a major draw, pairing premium spirits with aromatic tonics and botanicals in several variations of the libation. This signature G&T, created by beverage director Brendan Bartley, accentuates the botanicals in the floral and fruit-forward Nolet’s Silver Gin to give drinkers an enhanced experience of flavors.

Signature Gin & Tonic

  • 1.5 oz. Nolet’s Gin
  • 3 oz. Fever-Tree Elderflower Tonic
  • Garnish: dried peach, fresh raspberry, juniper berries

Add ingredients to a large brandy snifter glass; top with ice. Lightly stir. Garnish with a dried peach slice, a fresh raspberry and three juniper berries.

Mr. Fogg’s House of Botanicals, London

Country Mile  Photo: Courtesy of Bombay Bramble

An herbal-themed spinoff of the award-winning London cocktail chain, Mr Fogg’s House of Botanicals is a flower-filled hideaway in Fitzrovia. Here, crafty in-house botanists play with exotic flavors and ingredients to create tasty tipplers that excite the mind and senses. Massimo Serpelloni, bar manager at Mr Fogg’s, created this G&T using Bombay Bramble gin (which is infused with raspberries and blackberries) and a touch of bitter aperitif. “It’s brought together sumptuously with the floral and jammy notes of Franklin & Sons Rhubarb Tonic Water with Hibiscus, and is gently lifted with a refreshing splash of fresh lemon juice,” Serpelloni says.

Country Mile

  • 1.25 oz. (35 ml) Bombay Bramble Gin
  • 0.5 oz. (15 ml) Martini Riserva Speciale Bitter aperitif
  • 0.5 oz. (10 ml) fresh lemon juice
  • Franklin & Sons Rhubarb Tonic with Hibiscus
  • Garnish: lemon peel

Add all ingredients (except tonic) into a wine glass or highball over ice. Stir just enough to mix together, then top up with tonic. Give it a quick stir. Finish with a lemon peel, expressing the oil into the drink.

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Giniversity 20210731 - Craft your own Gin!

Giniversity 20210731 - Craft your own Gin!

Sat Jul 31, 11:00 - Sat Jul 31, 14:30

The Noble Experiment

Join us for a journey through gin’s colorful and checkered past. This 3-hour masterclass is an enjoyably and intimate experience, with a maximum of 8 ‘students’ and we will be thrilled to enroll you and your friends!

  our ginstructor will be ready to teach you about gin's fascinating history and the magical world of distilling. this is your chance to turn your hand to creating your very own gin.  , using our miniature copper stills and our distiller’s range of aromatics and botanicals, you will have the chance to craft your very own bespoke 500 ml gin creation to take home with you..

Included in your gin journey will be two complimentary drinks and finger snacks

Please let us know if you have any special dietary requirements

noble experiment gin

Watch CBS News

Prohibition: America's failed "noble experiment"

June 12, 2012 / 9:38 PM EDT / CBS News

Prohibition was the so-called "noble experiment" which had some rather ignoble consequences ... as Mo Rocca will remind us:

The nightclub ... the speedboat ... the mob ... men and women drinking together ... the spread of jazz ... the booze cruise ... the powder room ... the cocktail.

What do they all have in common? They're the results - direct and indirect - of Prohibition, the nearly 14-year period from 1920 to 1933 when the manufacture, sale or transportation of "intoxicating liquor" was illegal in this country.

The nightclub - the "speakeasies" of the time of Prohibition - led to the nightclubs of modern times. The speedboat made its debut during Prohibition; it was the transport mode of choice for crime groups smuggling liquor into the United States across the Great Lakes and other bodies of water.

"Booze cruises" would take passengers beyond American territorial waters - and out of the reach of the law - so that patrons could enjoy alcoholic beverages.

Before the era of Prohibition (which took effect about the time the 19th Amendment gave women the right to vote in 1920), saloons were largely a "men only" affair. Speakeasies, on the other hand, were frequented by men and women alike. Jazz was often provided as entertainment at these clubs, dancing was common, and - as more and more women frequented these establishments - powder rooms became de rigueur.

Since much of the illegal liquor sold in the United State during the time of Prohibition was less than top quality, mixed drinks... cocktails ... grew in popularity, allowing bartenders to mask the taste of poor quality booze with juices and other beverages.

"Why do you love the story so much?" Rocca asked Daniel Okrent, author of "Last Call: The Rise and Fall of Prohibition."\

"It's the answer to that question, how the hell did that happen?" he replied. "I mean, it's just so improbable. How did this freedom-loving country put into the organic law, into the Constitution , this unbelievable stricture that said that you can't have a glass of beer? It's really hard to believe."

Part of the reason was simply that Americans liked to drink ... a lot.

"This country was very, very drunk," Okrent said. "In 1830 the average American over 15 years of age drank 7.3 gallons of pure alcohol a year. That's the equivalent of 90 fifths of 80-proof liquor, 1.8 bottles per week for every drinker in the country."

"We shouldn't forget that alcoholism is a serious social problem. It was a social problem in the 19th century which prompted Prohibition, it is today" said filmmaker Ken Burns.

Burns and producer Lynn Novick have collaborated on documentaries about jazz and baseball. In their newest film, airing tonight on PBS, they take on Prohibition.

Prohibition was billed, they point out, as the "one-size-fits-all" cure for the ills of American society.

"Prohibition was really sold as not just that it would solve the problem of alcoholism, it would solve poverty. It would solve child labor, it would solve prostitution, it would solve crime, it would get rid of slums," said Novick.

With so many problems to address, it's not surprising that the Dry coalition was dizzyingly diverse.

Suffragettes who originally wanted the vote so they could outlaw demon liquor ... small town Protestants threatened by the wave of Catholic immigrants and their city saloons ... the Ku Klux Klan, who exploited the pernicious stereotype of the dangerous black man with a bottle ... even Broadway producers who wanted patrons out of bars (and in their theaters).

It was, Rocca noted, the epitome of strange bedfellows.

Okrent agreed: "If you can imagine a very large bed that accommodates, you know, some guy wearing a KKK uniform, somebody from the Industrial Workers of the World, Jane Addams, and J.J. Shubert of the theater chain, that's a very strange set of bedfellows."

"Is it true that the KKK supported women's suffrage?" asked Rocca.

"The KKK supported it because they knew that women would support Prohibition," Okrent said.

"Geez! That's the story of Prohibition. It's all, 'Geez!'" Okrent laughed. "Who knew?"

But who could possibly wrangle this crazy quilt coalition?

"I think it's clear that ASL was the most powerful lobbying group pressure group," Okrent said. "They actually made a constitutional amendment happen."

The ASL - or Anti-Saloon League.

Okrent said that what made them effective was, "They said to you, 'I don't care what you think about whether babies ought to be slaughtered or whether we should start wars. We don't care about any of those things at all. You're with us on our one issue.

"They were not party-affiliated. And they in fact had very strong influence in both parties by design. The organization that's most like them today is the NRA. One issue, that's all we care about.

And the League's seat of power? Not New York ... not Washington ... but Westerville, Ohio.

At its headquarters, the League employed 200 people in a state-of-the-art printing operation that generated 40 tons of propaganda a month. Madison Avenue, take note.

Nina Thomas, an archivist at the town's Anti-Saloon League Museum, displayed a poster that said, "'The saloon, or the boys and the girls?' - just that emotion of, 'Would you rather have a saloon or would you rather have your children?'"

Or, "Shall the mothers and children be sacrificed to the financial greed of the liquor trade? It's up to you to decide."

The message was clear ... even if the facts sometimes weren't.

One ASL poster read, "Do you know one insane person in every four owes his insanity to drink?"

Pivotal to Prohibition's passage: Anti-German sentiment fomented by World War I.

Pabst ... Schlitz ... Anheuser-Busch ... all of them German.

"They linked the Germans to the brewers," Thomas said. "People had it in the back of their heads that it was un-American."

Though the brewers and distillers had vast financial resources, they were inept campaigners.

An ad extolling the virtues of beer shows a baby with a beer stein.

"Yeah, the brewers wanted to separate themselves from the distillers," explained Okrent. "They maintained that gin and whiskey - that was horrible, poisonous stuff - whereas our beer was healthy. They actually called it liquid bread."

The Drys had the Wets over a barrel, and the 18th Amendment went into effect at midnight on January 17, 1920.

And how soon did it become clear that it was not going to work?

"One could say it didn't work by around 2:00 a.m. on January 17th," Okrent laughed. "I think that the general feeling was in the first year that it could work and that it was working. But as people found ways to exploit the loopholes, and criminality expanded, as the saloons were able to turn themselves into speakeasies and all you needed to do was bribe a local cop or judge, these things began to snowball as early as 1921, 1922."

Legitimate enterprises were corrupted and respect for the law corroded. Drug stores - allowed to dispense medicinal alcohol - became virtual liquor stores.

The Walgreen's chain went from 20 to 525.

But the ultimate buzzkill?

"It really is the Depression,' said Novick, "this incredible crisis that, I think, made America kind of take another look and say, 'Wait, what are our priorities? Is this really that important? We're spending all this money to enforce a law that nobody wants?'"

Drinking did decline 70 percent from pre-Prohibition levels in the first few years. But the Drys were up against something even more powerful than money:

"What you can't successfully legislate against is human appetite," said Okrent. "If people want something, they're going to find a way to get it."

On December 5th, 1933, the 21st Amendment passed, ending Prohibition - the only time in history an amendment has been repealed. The noble experiment was over.

"It was a failure by any measurement, but positive in its failure," said Okrent. "We learn from our failures. We learn, 'Let's not try this again.'"

       For more info:

  • "Prohibition" (PBS)
  • "Last Call: The Rise and Fall of Prohibition" by Daniel Okrent (Scribner)
  • danielokrent.com
  • Anti-Saloon League Museum at the Westerville Public Library, Westerville, Ohio

More from CBS News

Reality check: What's up with the economy?

Reality check: How divided is America, really?

Book excerpt: "The Death of Truth" by Steven Brill

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RHUBARB & BAOBAB GIN

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We are proud to be the first distillery in South Africa to handcraft a Rhubarb Gin and offer this to the South African connoisseurs. Our Rhubarb and Baobab Gin is inspired by the glory of the English country garden. On tasting it surprises with an evocative almost nostalgic sweetness followed by a tart crisp edge. The addition of African Baobab and Hibiscus contributes to the fruity aroma. This gin is slightly softer than traditional gins with smooth juniper and citrus notes.

A bespoke, artisanal gin passionately handcrafted in our glass and copper hybrid still for enhanced flavor using, using only the finest botanicals and natural ingredients.  Every small batch is completely hand-crafted in our micro distillery based in beautiful South Africa. 750 ml @ 43% ABV

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