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Pernod creates stand alone division for gin brands

Published:  06 September, 2017

Spirits giant Pernod Ricard has announced it is moving three of its flagship gin brands into a dedicated division in order to concentrate on the growth opportinities within the category.

The Gin Hub will operate as a stand-alone entity under which Beefeater, Plymouth, and American-made Seagram’s gin will now operate.

The new division will be supported by the operations of other Pernod-owned brand, Chivas Brothers.

The French spirits producer said the new project will be a hub for “gin thinking, appreciation, imagination and…brands” and will provide a platform in order to meet the “opportunity that the gin category has to offer”.

Gin sales are still on the rise in the UK, particularly in the premium segment.

And unlike categories where there is distinct premiumisation happening, gin is on the rise across the board, from the core brands that are up by 12%, to the premium brands that are up by 47% and also to the super-premium products, which are up by 70% (Nielsen).

Sales of premium gin are similarly buoyant in the on-trade.

According to CGA, over the past four years, value sales have risen by 100% for premium gin and 256% for super premium, compared to 18% in non-premium (figures to June 2017).

“It’s an incredibly exciting time in the industry. The category is booming and we are eager to build on the strong, pioneering heritage of our renowned gins,” said Sophie Gallois who is spearheading the division.

“We are creating a foundation from which our world class expertise, innovation and ideas can truly thrive…each of our gin brands has an entrepreneurial spirit at its very core - we’ll bring this to life in everything we do, and in how we work, with an agile approach that builds on our successes to date.”

Gallois was formerly global brand and marketing director for Chivas Brothers.

She will continue to report to Laurent Lacassagne, chairman and CEO of Chivas Brothers, which will operate as the ‘backbone’ and provide support to The Gin Hub.