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Morrisons targets premium spirits segment with Ableforth's listings

Published:  14 October, 2016

Morrisons is to list two new spirits from Kent-based distillery Ableforth's across 300 of its stores.

Ableforth's Bathtub Gin and Rumbullion! spiced rum will help the multiple retailer target the increasingly valuable premium spirits sector, with gin and spiced rums being two of the fastest growing categories within spirits.

According to Nielsen, flavoured and spiced rums were up 13.1% by value in the year to April 23, 2016, while gins were up 9.9%.

Andrew Thomas, spirits buyer at Morrisons, said, "Morrisons is seeing customers trade up across a number of spirit categories as the trend towards better quality liquids continues.

"This is a great opportunity as customers are willing to pay more but expect a better product and experience in return. Products such as Bathtub Gin & Rumbullion! really deliver on this promise from the eye catching hand-wrapped bottles through to the great tasting liquid."

Michael Vachon, head of brand development for Maverick Drinks, distributor of the Ableforth's range, said: "With the addition of these two outstanding products to their offering, Morrisons have taken a huge step towards offering the better quality products that consumers are increasingly looking for.

"We worked closely with Morrisons to bring them products that deliver on customer expectations of quality crafted spirits made with well-sourced ingredients."

Ableforth's was founded in 2011 as Professor Cornelius Ampleforth. It changed its name earlier this year.

Its Bathtub Gin is cold-compounded using traditional methods in a copper-pot still. Botanicals used, aside from juniper, include cardamom, cinnamon, cloves, coriander and orange peel.

Ableforth's Bathtub Gin has won numerous awards, including Best of Show and Double Gold at the Wine & Spirits Wholesalers of America Tasting Competition 2016 and World's Best Compound Gin at the World Gin Awards 2014.

Rumbullion! is flavoured with orange peel, Madagascan vanilla, cinnamon, clove and cardamom.