House of Elrick Old Tom takes you back to the dark and unwelcoming streets of 17th Century London, and the height of the Gin Craze. Forced underground through extortionate taxes entrepreneurial and maverick distillers started to produce a new type of gin – Old Tom.
Identified by a black Tom cat in a window or discreetly on the wall, Puss and Mew shops started to pop up across the city. Thirsty revellers would stop and whisper “Puss?” wherever the Tom Cat was visible. If gin was available “Mew” would be heard from inside, a coin would be put into a pipe and a shot of gin, sweeter than the popular London Dry, would come down the pipe in return.
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