The new gin trend is magnifying revenues world-wide!
If lately, you have noticed very attractive and beautiful looking gin bottles out there, it’s not a coincidence. This is in fact part of a marketing genius idea, generated to obtain benefits from a current gin trend across the globe.
A wave of nostalgia for gin cocktails has inspired bartenders around to world to get more creative with their blends. This is how new gin mixes have been recently born, such as the Gimlet, the “summer alternative”, or the Negroni cocktail, a combination of gin with vermouth (another vintage beverage back in style by the way).
Campari Marketing Director from the UK, Nick Williamson, has highlighted his observation regarding an increase of preference for gin cocktails in the current market, particularly for bitter flavors such as the Negroni.
The UK is one of the countries that have statistically proven the gin boom. According to the Wine and Spirit Trade Association, gin sales increased by 28% in volume and by 33% in value, reaching £1.5 billion this year. In comparison to figures in 2013 with £696m, sales have more than just doubled!
High profile brands such as Pernod Ricard and Tanqueray Gordon & Co, have comprehended the phenomenon and have decided to bet for the unthinkable but profitable, by joining the trend with stylish pink gins, the Beefeater Pink Gin and the Gordon’s Pink launched last year.
These gin variants not only attract new customers but also are thought to be become the major ingredients for « authentic » gin cocktails.
However, besides this colorful idea, new flavors also want to be part of this revolution such the Tanqueray Gin Flor de Sevilla and the basil-flavored Lovage gin or the sour cherry Italian gin, Luxardo.
Don’t drink and drive. Enjoy responsibly.