GIN BLOSSOMS THE CATEGORY IS FLOURISHING THANKS
TO THE COCKTAIL CRAZE, RENEWED CONSUMER INTEREST AND SUPER- PREMIUM PRODUCT INNOVATION.
BY THOMAS HENRY STRENK
F
rom traditional juniper- and citrus-accented London dry styles to the malty original Dutch version as well as newcomers infused with
cucumber, lavender and bog myrtle, the gin category is experiencing a resurgence. The other white spirit has gotten a big boost from the cocktail renaissance, and gin is currently a darling of mixologists. Of late, the category has seen a lot of new product introductions, especially at the top-shelf level, which has stirred consumer aware- ness and also caught the attention of a younger but more sophisticated customer demographic. Marketing and merchandising efforts from producers are helping to maintain that interest. Long eclipsed by the behemoth vodka category, gin is coming into its own, sharing many parallels with its sister white spirit. Gin seems well positioned for a bright future. "The biggest trend is gin itself: It's back!," declared Matt Pechman, Diageo brand director, Gin. "There is an explosion of new entries into the category and con- sumer and trade interest is being piqued."
The Cocktail Connection
in's renewed popularity has advanced hand in hand with the cocktail craze. "Especially in the major markets, we're seeing a lot more appreci- ation of classic cocktails, of which gin was definitely
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king," noted Maria Puente, senior brand manager Beefeater and Plymouth, Pernod Ricard USA. "Brands like Beefeater and Plymouth were very dominant in a lot of the cocktails of the past because gin was the dominant spirit." Indeed, Plymouth Gin has an especially rich her- itage, dating back to 1793.
"The comeback of some of the classic cocktails such
as the Aviation, the Southside, the Clover Club and the renaissance of the Negroni and the French 75 — all made using gin — have brought the cat- egory to the forefront," echoed Pechman. Diageo's gin portfolio includes Tanqueray London Dry, Tanqueray No. Ten and Tanqueray Rangpur (flavored with rangpur lime) as well as Gordon's.
The cocktail revitalization is not limited to major urban areas but spread- ing across the country. "As interest in cocktails continues to grow in markets
Bombay Sapphire increased sales again in 2011, as the top super- premium gin in the U.S. market. The brand has begun limited distribution of a line extension, Bombay Sapphire East.
StateWays s www.stateways.com s July/August 2012
