WHITE SPIRITS: GIN
Gin boom forces TR industry to think outside the box...
The premium and super-premium craze is opening up a new etiquette in gin around flavours, ingredients and experiences. But will it last? Luke Barras-Hill reports on a category defying expectations.
D
ata from The IWSR supplied to
TRBusiness reveals that Bacardi’s Bombay
Sapphire took the volume market share of the DF&TR gin category in 2017 (24.5%), followed by Diageo stalwarts Gordon’s (20.5%) and Tanqueray (17.7%). Interestingly,
Tanqueray’s
volume position surged by 26.6% in 2016/2017 and by 18.8% in a five-year period to 2017. “Gin was one of the fastest
growing spirits categories in travel retail last year,” observes Sandra Newman, Travel Retail Research Manager, The IWSR. “New brands continue to enter
the channel, including local brands which are popular with travellers looking for products they cannot easily buy at home.” In Britain alone, domestic gin
sales rose by 28% in volume and 33% in value to total £1.5bn ($1.9bn) in the year ending 31 March 2018, according to the Wine & Spirit Trade Association, with export sales hitting £530m ($686m) in 2017. In fact, drinks giant Diageo grew
its gin sales by 16% in the year ending 30 June 2018, with double-digit performances from Tanqueray and
SEPTEMBER 2018
Gordon’s in Europe. This is despite the category accounting for a mere 4% of group sales. For Chase Distillery’s Global
Commercial Director Andrew Carter, gin’s ‘unstoppable’ growth is permeating travel retail globally, including in UK channels. “Chase GB gin has performed
strongly across UK airports, cruise ships and ferries, with sales increasing by 75% compared to last year,” he updates TRBusiness.
More activations at hubs “The continued growth of the category has encouraged a lot of new distilleries and gin brands to launch into the marketplace, creating more choice for the consumer, consequently encouraging a rise in the promotion of regional craft gins in global travel retail.” “Increased distribution paired
with consumer activations and tastings across all key UK airports has resulted in excellent growth for the portfolio. We’ve also developed into key international hubs such as Dubai Duty Free.” Discerning gin drinkers seeking
excitement and authenticity may have accepted in bygone times
that these two demands were not mutually exclusive. But times are changing for the
benefit of retailers, suppliers and most importantly, customers. Malfy Gin, which is distilled with
lemons from Italy’s coasts together with Italian juniper and five other botanicals, is witnessing rocketing demand, having sold over 50,000 nine-litre case equivalents in H1. “The response to our range of
products, from Originale, Con Limone, Gin Rosa and Con Arancia has been exceptional…they stand out in terms of taste and packaging from the crowds of gin and we are finding that consumers are falling in love with our brand,” comments Elwyn Gladstone, Founder & Owner of Biggar & Leith, which owns Malfy Gin.
“The launch of true, full strength flavoured gin has been transformational to the category.”
Simon Roffe,
Managing Director, Global Travel Retail, Halewood Wines & Spirits
TRBUSINESS 47
Above: A Bombay Sapphire glasshouse activation at Schiphol Airport disrupts the gin and tonic experience.
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