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Sainsbury's Predicts 'Gin-gle Bells' Sales Boost

Published on Dec 18 2017 11:40 AM in Drinks tagged: Sainsburys / UK / Gin / Christmas

Sainsbury's Predicts 'Gin-gle Bells' Sales Boost

UK retailer Sainsbury’s is predicting a 30% sales boost for gins this Christmas, compared to last year.

The botanical spirit has seen sales increases of 25% in the past 12 months and British shoppers are set to stock up on gin or buy it as a gift as the holidays approach, according to the retailer.

While gin has long been the third most popular spirits category after whiskey and vodka, the retailer said that it has narrowed the gap to vodka from 25% to 10% and is showing no signs of slowing.

Insatiable Appetite

“Brits’ appetite for gin is seemingly insatiable and a lot of the growth in the market is coming from premium and craft gins,” said Judith Batchelar, director of Sainsbury’s brand. “With shoppers becoming more discerning in their choices we are expecting to see a festive boost to our premium gins in particular."

Sainsbury’s has responded to the gin renaissance this year by launching three new gin products. It offers its 'Drury 173 London Dry Gin', which is distilled in Britain using traditional copper stills, some of which are over 150 years old.

It also sells its 'Blackfriars London Dry Gin 10', which is distilled four times using 10 botanicals by G&J Distillers in Warrington, and its 'Pink Gin & Lemonade' can, a blend of London Dry Gin and rose lemonade, ready-mixed for customers to enjoy, according to Sainsbury’s.

“While many shoppers will be buying gin to drink during the festive party season, we’ve also seen a rise in sales for gifting,” Batchelar added. “Beautiful bottles of premium gin have become a popular alternative to the more traditionally gifted bottle of single malt whisky.”

Mixing It Up

The UK surge in gin popularity has resulted in a boom in mixers as well, with experimental consumers looking to try new pairings and flavour combinations, according to the retailer.

In recent years, Sainsbury's has seen a substantial rise in premium mixers of 90%, which it has responded to by launching a new range of tonics to mix with gins.

For the classic gin and tonic, the supermarket’s developers have worked on a clean and refreshing tonic recipe with Sicilian lemon extract to give a fresh zesty note to the recipe, as well as developing a reduced sugar version, according to Sainsbury’s.

For those looking to try and combine new flavours with gin, other spirits, or enjoy gin on its own, Sainsbury’s new 'Sicilian Lemonade', 'Mexican Lime and Mint', and 'Scottish Raspberry and Pomegranate' mixers provide for several tastes, it said.

“If you’ve got a taste for premium gin, you want a great quality mixer to match,” Batchelar said. “With our new tonics and mixers made from the finest ingredients sourced from Scotland, Sicily and Mexico, shoppers will find the ideal accompaniment to their favourite tipple at Sainsbury’s.”

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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