Gin producers eye up European growth

By Arabella Mileham

Published: 05 June, 2015

British gin producers are eyeing up new markets in Europe after a British gin tasting in Brussels yesterday hosted by Wine and Spirit Trade Association and the UKTI.

The event was held at the British Residence in Brussels in order to showcase x British gins to MEPs, European Commission officials, retailers, distributors and European industry experts. Gin producers at the event included Diageo, Pernod Ricard, William Grant & Sons and Berry Bros & Rudd.

The British gin industry has grown by 11.3% in value in the last year, or 19.8% since 2013, according to CGA Strategy and Nielsen and UK sales of premium British gin have grown at an even faster rate, up 48.7%. According to the IWSR, UK gin exports account for around 140m bottles but recent research from the WSTA showed there was "significant" export potential and rising demand in five of the leading international markets.

Miles Beale, chief executive of the WSTA said it was wonderful to have the UKTI's support.

"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," he said.

"British gin has a strong, vibrant history, and UKTI's support for today's event is a wonderful and welcome endorsement of its potential. As we look to grow the reputation of our members' products across Europe, I am delighted that we can take a moment to celebrate with our guests the success of this iconic British product, but also its recent renaissance and its vast potential."

Charlie Downing, global gin marketing director at Diageo, which produces Tanqueray, said there was increasingly interest in more premium gins. "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," he said.

Julie Page, global brand director of Hendrick's Gin said the brand was performing strongly in Europe due to an innovative marketing campaign.

"At a time when consumers are seeking craft distilling, innovation, provenance, Hendrick's also offers something a bit different through immersive and unusual brand experiences that pique the curiosity of gin drinkers. It is why Hendrick's is performing incredibly well in Belgium and across Europe. These are very exciting times for the super-premium gin category."

However Luke Tegner, marketing director at Berry Bros. & Rudd added that the demand was not limited to Europe, as demand for gin was growing in Asia, where brown spirits tend to be drunk more widely. "We see a growing demand for classic gin cocktails based on ultra-premium gin," he said.

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