Hawthorn's gin hits supermarket shelves

By Gemma McKenna

Published: 23 April, 2014

Spirits distributor 180East has launched gin brand Hawthorn's into the off-trade this month, with the first bottles landing on Sainsbury's shelves next week.

Based on a 200 year-old London Dry recipe, Hawthorns has been developed with the maxims of quality and affordability at heart. The recipe includes botanicals such as juniper from Macedonia, nutmeg from Sri Lanka and Indonesian Cassia Bark.

It is distilled and bottled in England and has an rrp of £14.50 per bottle.

Jamie Taylor from 180East, which so far has just one brand in its portfolio, said: "We believe Hawthorn's will occupy a unique space on the shelves of the UK's supermarkets - nobody is producing a gin that comes close to the quality of Hawthorn's for the same price. The consumer will initially be drawn to the distinctive packaging but will be encouraged to purchase through a competitive price. We think of it as affordable luxury - a premium gin, to be enjoyed day in, day out and not just when it is on offer".

Gin is enjoying renewed popularity in the UK recently as a host of brands look to ramp up their offerings. Niche London producer Sipsmith announced it was expanding its distillery last week, while even mainstream brands such as Diageo-owned Gordon's are investing in the category, with the drinks giant ploughing a seven-figure sum into its new elderflower product.

The WSTA market report shows that while gin sales volumes have remained flat in the 12 months to February 1, 2014 value has increased by 6%, with an average price in the UK off-trade of £18.22, according to Nielsen MAT figures.

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