| Beverage Wholesaler - July 10, 2017 |
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| Six Gin Sales Trends for 2017 |
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Gin is a spirit that people have long predicted will take off in America. While the wait may continue for that Great Gin Boom, certain aspects of the category have seen positive movement in recent years.
Based on facts and figures from the Beverage Information & Insights Group, the sister research company to Beverage Wholesaler, here are six trends driving gin sales in 2017.
1) Premium Gin Sells
Sales of gin have remained flat recently. The category declined 1% between 2015 and 2016, slipping from 10.23 million 9-liter cases sold to 10.12 million. Gin’s market share of the distilled spirits category also decreased, from 4.7% to 4.6%.
This is hardly sunny news. Where gin’s future appears bright, however, is with premium expressions. The market for super-premium gin (priced around $18-$28) has grown in the single digits in the past few years, while ultra-premium gin ($28-and-up) has experienced double-digit gains.
“Millennial drinkers are predominantly driving this trend,” explains Melanie Batchelor, VP of marketing for Campari America, which bought Bulldog Gin (SRP: $26) this year for $55 million. “This set of consumers seeks quality, authenticity and are attracted to spirits with flavor. The natural botanicals of gin fall perfectly into that space.”
This has led to a shift in consumer preference from lower- priced products to imported, premium and craft brands. “We have found that most people don’t follow a traditional trade-up mentality as they would in whisky and bourbon,” says Tom Swift, Bombay Sapphire VP, Brand Managing Director. “Instead this next generation of gin consumers is entering the category in the premium segment and then navigating among brands with different taste profiles and in different cocktails.”
Bombay Sapphire has reaped rewards from this trend. The third-best-selling gin in 2016, retailing for around $25, the brand grew 4.7% over 2015 to 921,000 cases. Uncle Val’s Gin ($30-$35) has embraced premium and the higher price tier as a “healthy space,” explains August Sebastiani, president of 3 Badge Beverage Corporation. “We had the opportunity to rework some things and pull the pricing lower, but we like being above the fray.”
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| Women of the Vine & Spirits to hold Executive Summit |
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Women of the Vine & Spirits, the leading trade alliance devoted to the advancement of women in the alcohol beverage industry and advocating for diversity initiatives will facilitate the first of its kind gathering of top male and female executives in the alcohol beverage industry for its inaugural Executive Summit, held September 13, at City Winery in New York City.
The Executive Summit will focus on topics and best practices for starting or growing an internal women’s leadership initiative. Topics to include Organizational Structure, Elements of an Effective Women’s Initiative, Workplace Diversity, Succession Planning, Financial Equality, How to Start and Run a Successful Mentoring Program, How to Measure Program Effectiveness, and others.
Women of the Vine & Spirits found there was a lack of available and current data in the US and abroad of the number women in leadership roles in the alcohol beverage industry. Understanding that women control $4.3 trillion of the $5.9 trillion in annual consumer spending, and that women consumed 60.2% of total wine consumption in the US last year, Women of the Vine & Spirits is taking the initiative to gather this data by surveying its Corporate Partners, which are some of the leading wine and alcohol beverage brands in the world. The organization plans to monitor this data over time and analyze its findings each year at the annual Executive Summit.
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ONE MORE THING
“Nevada alcohol wholesalers are challenging the state’s claim that the industry cannot handle being the exclusive distributor of marijuana from growers to retailers.”
-U.S. News & World Report |
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JOBS BOARD
Chain Account Manager
Wholesaler: Breakthru Beverage
Location:Phoenix, AZ
Requirements: Two years in sales or industry experience; ability to obtain Solicitor’s Permit.
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