Gin is the UK’s most popular spirit. Analysts at global consultancy firm Kantar found that over a quarter of UK consumers purchased gin in the past year, with 55% of 18-34-year-olds saying they prefer it over whiskey.

Some of the rise in popularity could be due to its versatility, as it's a good point of entry for aspiring craft distillers. You can make gin from seemingly endless combinations of herbs, vegetables, fruits, and other essences, including cannabis. Gin, unlike many other spirits, requires no aging, lowering investment costs as well as the time-to-market.

The spirit’s popularity is not lost on the data-driven Amazon as they announced a new brand of gin, Tovess, as part of their growing portfolio of private labels competing directly with brands sold in their marketplace.

Amazon’s ability to understand their consumers’ buying behavior gives them the understanding to know what will be a hit among their customers and bring to market a private label at a lower price and higher margin, putting pressure on major brands to remain competitive.

Tovess gin is a single batch, crafted gin with pronounced citrus notes that is distilled outside of Birmingham, West Midlands, UK, made in what Amazon describes as “some of the oldest” copper pot stills in the country, a feature that seems to have inspired the liquor’s green and copper label design with its neoclassical flare, a style popular during “The Gin Craze,” a period of time in the 18th century when the UK had an infatuation with the juniper-based spirit.

It is also during this time that the Tovess stills—dubbed MacKay, Angela, Constance, and Jenny—were first put into service. Hopefully, these new Amazon employees don’t have to walk 15-to-20 miles a day during a 12-hour shift and that they get the occasional bathroom break that isn’t monitored by the company.

Tovess gin is only available in the UK and requires age verification upon delivery.