Trade builds on British gin success

With 140 million bottles of British gin being exported a year, the county’s leading spirits suppliers, the government and the industry’s largest trade body has teamed up to promote the category further.

UK sales of premium British gin have grown by 48.7% in the last two years, and research by the Wine and Spirit Trade Association (WSTA) shows demand rising sharply in all five of the leading international markets.

The British gin industry has grown in value by 11.3% in the last year alone, and 19.8% over the past two years, it claims. Global output is forecast to grow by 13 million litres a year – with much of this growth expected to be met by British gins.

To promote the category further, WSTA today joined UK Trade & Investment – a government business body – and four leading drinks companies to host a gathering in Europe’s political and economic centre, Brussels.

The event has seen drinks companies Diageo, Pernod-Ricard, William Grant & Sons and Berry Bros. & Rudd promoting the UK gin industry at a tasting reception.

MEPs, European Commission officials, retailers, distributors and European industry experts were in attendance, according to a statement from the WSTA.

Miles Beale, chief executive of the WSTA, highlights the diversity of the category as being key to its success. He said, “This is an exciting time for all those in the UK gin industry as growth in the sector picks up momentum across Europe.

“Today’s tasting has brought the industry together to demonstrate the quality and variety of British gin and to highlight the export potential of such a fantastic British product.

“British gin has a strong, vibrant history, and UKTI’s support for today’s event is a wonderful and welcome endorsement of its potential”, he said.

Charlie Downing, head of gin marketing at Diageo, which produces British gin brands Tanqueray, highlighted the move towards premiumisation in the gin market. He said, “Over the past few years there has been a renaissance in gin consumption. As gin continues to find itself in vogue, we are seeing the category and brands extend their popularity to more markets.

“One trend evident in gin consumption is premiumisation, with consumers seeking better quality products. Products in the super-premium and above category are now being offered by many brands to appeal to consumer demand.”