From the Nolet family (of Ketel One fame) comes the new ultra-premium Nolet’s Silver Dry Gin, featuring a variety of aromatic fruits and florals.
and pine shoots into the botanical mix to give it a more wintry taste. For its part,
William Grant has hosted 600 sam- pling events, both on- and off- premise, so far this year for Hendrick’s. “We hope to sam- ple over 40,000 consumers on Hendrick’s this
summer,” said MacRae. “And we have a great trial-to-conversion ratio.” “The biggest thing is to educate people, in order to get them interest- ed,” agreed Anchor Distilling’s King. “That means some old-fashioned tools: good-quality shelf talkers and brand ambassadors out hand-selling and educating employees in stores.” Citadelle Gin has four teams across
the country dedicated to holding gin seminars in stores. “Educating consumers is the only way,” said Lamy.
Some high-end gins have another advantage against other superpremium products: price. Bulldog Gin, available on the East and West Coasts, is a micro- distillery product priced in the low $20s. Citadelle Gin is taking advantage of its special situation. Citadelle is made by a cognac distillery. By law, cognac cannot be
made during certain months of the year, so Citadelle is made on equipment – very expensive copper-pot stills – that would otherwise be idle. “For us, that is a huge advantage,” said Lamy. “Price is always a factor, but now especially. With Citadelle, consumers can get a small-batch, luxury gin” at a premium price point. Other high-end gins, however, have correspondingly high prices. Oxley, for example, which has been on the U.S. market only a few years, has a $50 suggested retail price. The English import boasts its small batch production and a unique cold distillation process.
Retailer Goldstein, at Park Avenue Liquors, agreed. “Gin’s great price point is another thing it really has going for it,” he said. “You can really still find an artisanal product with an interesting story and recipe and it’s not that expensive.” A new generation is looking for its spirit and that gen- eration is interest- ed in classic cock-
tails, handcrafted products, flavors and a lower price. It just may be gin’s time to shine once again.
s
One of the newer gins on the mar- ket, ultra-premium-priced the No. 3 London Dry Gin, from Anchor Brewers and Distillers, combines three fruits and three spices with juniper at its heart.
Maximize your positive press from your feature in
Reprints Maximize the marketing power of your feature.
Eprint Give your feature a presence on the World Wide Web.
Fame Frame TM
Transform your feature into an impressive work of art with a customized wall plaque.
For custom reprints of
articles in this magazine contact: Cheryl Naughton, M2MEDIA360, (678) 292-6054 or cnaughton@m2media360.com
44 • Beverage Dynamics • www.beveragedynamics.com • July/August 2011
Contact Cheryl Naughton at 678-292-6054
cnaughton@m2media360.com
