Q&
with Guy Lawrence A
BROCKMANS — Q
It’s obviously been a tough year for the drinks trade. What are your observations?
A
To say it’s been tough is an understatement. For venues to
have to move from firstly finding they had to furlough staff or make them redundant to now being able to re-open only to find staff shortages and logistics issues has been one of the dreadful ironies arising from the pandemic. For many, just as they were finding a way through in early Autumn, the trade – like many other sectors – was faced with driver and fuel shortages causing logistics problems. In turn, in rural areas especially, further staffing shortages resulted as people simply could not travel to their place of work.
My observation is that the industry is resilient, creative, and hard-working. Consumers are keen to get back to
10 November 2021
www.venue-insight.com
pubs, clubs and bars and celebrate and so, for those who can provide excellent service and great drinks, the prospects are strong, but it’s been another tough year. For us as a spirits producer, we are in an excellent position to support the trade as Super Premium gin brands have grown 11% during 2020 and over 200% since 2016 – so it’s a category of spirits that earns its place on the back bar.
Q A
Brockmans Gin is one of the most popular spirits. So how is the brand performing?
We’re doing well I’m pleased to say. As you say, it is an incredibly
popular brand. We will sell around 1 million bottles this year – that’s enough gin to pour 28 million Gin & Tonics.
The bottle is seen as iconic and it makes a big statement on the back bar, with its elegant cross-hatched, black bottle.
Q A
THE PROPERLY IMPROPER GIN
In our first interview with Guy Lawrence since he became Chief Executive of Brockmans Gin, Venue Insight discusses the state of the hospitality sector, his brand, and his favourite cocktail…
The gin itself is much loved and memorable. In fact, depletions are 7% up when compared with 2019.
We’re in good shape. Super premium gin accounts for just under a fifth (18.5%) of the entire gin market in value – a market worth over £319million just prior to the pandemic.
What have you done to keep Brockmans Gin front of mind?
The most noteworthy activation for the brand during the course of 2021 has been the launch of an advertising campaign. This is a first for us. It’s exciting and significant because it is more than just an ad: it has built on the brands existing positioning, with a new tagline: “The Properly Improper Gin”. The campaign and this slogan support the brand’s persona of being a brand for those who are individualistic; for people
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