As demand for gin rises in the UK, there are signs that new product development could lead to further category growth, according to retail marketing company Bridgethorne.
Data from the Wine and Spirit Trade Association showed that British drinkers consumed around 1.12 billion gin and tonics last year alone. The recent 'gin boom' saw sales increase by 12% in 2016 - the fastest growth rate of any spirit drink.
“Over the last couple of years, gin has clearly been one of the world’s fastest growing spirits, not least due to an interest among consumers in exploring new ways of enjoying gin, with garnishes, tonics or in cocktails,” said Caryn Gillan, director of category and insights at Bridgethorne.
Bridgethorne notes that supermarkets have an increasing role to play in developing this category. In the last few weeks, Aldi's Oliver Cromwell London Dry Gin was awarded a gold medal at the International Wine and Spirits Competition, while Asda launched a mulled gin cocktail kit as part of its Christmas range.
“There is no evidence to suggest that the growing enjoyment of different types of gin is going to slow down any time soon and suppliers and retailers are looking to exploit the trend with new variants and products," said Gillan.
"But, when it comes to category management, in order to take advantage of this trend suppliers are going to need to demonstrate that they understand and are able to meet both the shopper demand for gin as well as the retailer’s expectations.”
Gillian added that many suppliers "still don’t realise that reviewing their ranges is one of their best chances to positively influence their working relationship with retailer so that both can benefit from delivering more accurately what the shopper is looking for.”
© 2017 European Supermarket Magazine. Article by Sarah Harford