"Honey is a ubiquitous flavor that everyone understands, even if it's actually quite a polarizing ingredient. You tend to either really like it or not," says Tom Warner, founder of the U.K.-based Warner's Distillery, makers of a Honeybee Gin launching in the U.S. later this year. "But it's certainly versatile - it goes especially well with dark spirits, but then works as a botanical in gin. And if you see 'honey' on a bottle label you can't always assume that will mean the drink will be sweet. Honey can bring floral notes, too."
Honey is also perceived as natural - it contains vitamins, amino acids and proteins, and has antioxidant properties which, ironically, can reduce the damage caused by alcohol - giving it appeal to more health-conscious drinkers. And certainly the use of raw honey in booze - as opposed to honey-flavored sugar syrup, or low-grade honey cut with syrup or the kind of 'honey' in your cereal - is an improvement on the use of artificial sweeteners or even industrially produced cane sugar.
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