Spar revamps premium gin own label range

UK convenience symbol group The Spar is revamping and extending its premium own label gin range to give them upmarket cues on shelf.

he symbol group, which is one of the largest groups of independent franchisees in the UK, has launched a new Spar Rhubarb and Ginger Gin under the new gin range, with its Original London Dry Gin set to follow in January.

The new heavier-weighter bottles now have a cork instead of a screw cap to illustrate its quality cues, and includes the signature of its distiller, Louise Haynes on pack. They will retail at an introdutary offer of £17 until 4 November (normal RRP: £20).

The new sub-brand, ‘The Harmonist’ has been designed to evoke “the harmony of the botanicals used in the gins”, the retailer said.

Spar UK’s BWS brand manager Adam Georgiou said the growth of the gin category in recent years had come as as consumers responded to innovative new variations coming onto the market.

“Gin is the most popular white spirit in the UK and as own label gin accounts for 21% of the market share, we felt it was the right time to rebrand the Spar premium gin range as ‘The Harmonist’ range.e have always had great reviews on the liquid quality in our own label gins and the new label, brand name and bottle design brings it all more in line with the market and as a result SPAR stores can maximise sales,” he added.

Rhubarb and Ginger was the third most popular gin flavour according to data analysts IRI, Spar said, which has seen  growth of 18% in value over the last 12 weeks (IRI Supermarkets GB & NI: 52 we 09/08/20).